- 學位論文
食用油對人體健康影響與消費者選擇食用油意向之研究
A Review of the Impact of Edible Oils on Human Health and a Study on Consumer Intentions in Choosing Edible Oils
摘要
本研究以食用油對健康影響為主題，分析消費者選擇食用油的動機和決策因素。在廣告和媒體影響下，消費者的選擇經常基於商業模式，而非客觀信息。我們透過文獻回顧和問卷調查，深入研究這一現象。 結果顯示，消費者的選擇在年齡、收入、常開伙習慣、網路討論區活躍度等背景因素影響下，對食用油的選擇存在顯著差異。價格與品質的性價比(cp值)是消費者選擇食用油的主要決策因素，其次是品質與品牌。決策容易受到廣告影響的受試者，比其它受試者更容易受到商業手法影響購買意願。 此外，研究數據表示雖然大多數人認為植物油和不飽和脂肪酸較健康，但多數人對於不飽和脂肪酸的Omega3、Omega6、Omega9沒有信心去區分，這可能增加他們選擇食用油的風險，影響其健康。然而，在本次研究的T檢定結果顯示常常在下廚煮菜網路討論區活躍的消費者對於食用油的選擇較為獨立，較不受商業廣告的影響，並且不覺得植物油比較健康，與其它族群相比數值達到顯著差異。 近年已經有不少的研究指出，選擇食用油的新方向，本研究建議消費者應加強對食用油的認識，提升健康飲食的決策能力，不要只是被商業手法左右選擇。同時也建議媒體和政府機關可以提供正確、客觀、科學的食用油資訊，協助消費者做出更健康的選擇。
並列摘要
This study, centered on the health impacts of edible oils, analyzes the motivations and decision-making factors consumers employ when choosing their cooking oils. The choices of consumers, often influenced by advertising and media, are typically based on business models rather than objective information. This phenomenon was thoroughly examined through a literature review and a questionnaire survey. The results show that consumer choices vary significantly based on background factors such as age, income, regular cooking habits, and online forum activity levels. The cost-effectiveness (CP value) of price and quality is the primary decision-making factor for consumers when choosing edible oils, followed by the quality and brand. Those consumers who are more easily influenced by advertisements are more likely to be swayed by commercial tactics when making purchasing decisions. Furthermore, the study data indicate that although most people believe plant oils and unsaturated fatty acids to be healthier, the majority lack confidence in distinguishing between Omega-3, Omega-6, and Omega-9 unsaturated fatty acids. This uncertainty may increase their risk when choosing edible oils, potentially impacting their health. However, the t-test results of this study show that consumers who frequently participate in online cooking forums are more independent in their choice of edible oils, less influenced by commercial advertising, and do not necessarily perceive plant oils as healthier. This group showed a significant difference when compared to other demographics. Recent years have seen numerous studies pointing to new trends in the selection of edible oils. This study suggests that consumers should enhance their understanding of edible oils to improve their decision-making ability regarding healthy eating, rather than simply being influenced by commercial tactics. It also recommends that media and government agencies provide accurate, objective, and scientific information about edible oils to help consumers make healthier choices.