- 期刊
家庭主婦家庭取代餐購買行為之研究
A Study of Housewife Purchase Behavior Regarding Home Meal Replacement
摘要
本研究旨在分析家庭取代餐(HMR)購買行為與食品生活型態之關連性，並探討在加入人口統計控制變項後，食品生活型態對家庭主婦即時餐、即熱餐和即煮餐等不同類型之HMR產品購買頻率之影響。以曾購買過HMR的家庭主婦為受訪對象，共獲得有效樣本359份。研究結果顯示： 一、「購物樂趣」、「購物清單」、「口味導向」以及「新奇感」皆對即食餐購買頻率有正向顯著影響，而「新鮮需求」對即食餐購買頻率有負向顯著影響。 二、「家人的協助」對即熱餐購買頻率有正向顯著影響，而「烹飪責任」與「健康與品質導向」對即熱餐購買頻率有負向顯著影響。 三、「價格的敏感度」、「家人的協助」、「購物樂趣」及「社會關係」皆對即煮餐購買頻率有正向顯著影響，「健康與品質導向」、「烹飪責任」以及「對廣告的態度」對即煮餐購買頻率有負向顯著影響。
並列摘要
The purpose of this study is to examine the relationship among food-related lifestyle, demographic control variables and the purchasing frequency of HMR (ready to eat meals, ready to heat meals, and ready to cook meals). This study was administered through a survey to the households who had bought HMR food in Taiwan, deriving a sample of 359 participants. The major findings were as follows: 1. ”Shopping enjoyment,” shopping list, ”taste-sense oriention, ”and” novelty ”have significant positive influence on the purchasing frequency of ready to eat meals. ”The demands for freshness” were found to have a significant negative influence on the purchasing frequency of ready to eat meals. 2. Family assistance has a significant positive influence on the purchasing frequency of ready to heat meals. Both ”cooking responsibility” and ”health and quality orientation” were found to have a significant negative influence on purchasing frequency of ready to heat meals. 3. ”Price sensitivity, ”family assistance, ”shopping enjoyment, ”and” social relationships” have a significant positive influence on purchasing frequency of ready to cook meals. ”The health and quality orientation, ”attitude towards advertising, ”and” cooking responsibility” were found to have a significant negative influence on the purchasing frequency of ready to cook meals.