建構有機產品購買意願模型：以視覺呈現為觀點

Construct Purchase Intention of Organic Product: A Visual Presentation Perspective

鄭閎澤 ； 張鈞婷 ； 林家煒

《圖文傳播藝術學報》 2021 (2021/03) Pp. 176-187

摘要

隨著現代人飲食習慣與生活方式日漸改變，文明病也逐漸的提升，外食族群大幅提升的情況下，食品安全更是受到廣大媒體與人民的重視，因此本研究想透過有機食品為出發，了解現代人對於食用有機食品的意願度與重視度，並且透過自身所學的攝影知識與技巧，拍攝有機食品，透過問卷了解有機食品的視覺呈現方式不同，是否會影響消費者購買意願，我們透過問卷調查一共收集330份問卷，有效問卷324份，並使用敘述性統計分析、探索性因素分析、驗證性因素分析、信效度分析與階層迴歸分析，針對四個方向來做探討，對於有機食品之態度、食品安全關注、健康意識、視覺呈現是否會影響消費者對於有機食品的購買意願。

關鍵字

有機產品 ； 健康意識 ； 食品安全 ； 攝影技術 ； 視覺呈現 ； 購買意願

並列摘要

As the eating habits and lifestyle gradually changed from human beings nowadays, modern civilized illness has also increased day by day. In the case of fast-food junkie rising dramatically, food safety have also received additional consideration rapidly through people and the seven mass media. Therefore, the purpose of this research for modern people is to investigate the willingness and emphasis of having organic food. Besides, the survey of consumer buying intentions were fulfilled by our photographing skills and knowledge, and the difference between how to visualize the organic food. We collected 324 questionnaires through questionnaire surveys, conducted exploratory factor analysis, onfirmatory factor analysis, reliability analysis, hierarchical regression analysis. Regarding to explore the influence of consumer buying intentions, we discussed and conducted from four aspects: attitudes towards organic food, attention to food safety, awareness to health, and visual presentation to organic food.

並列關鍵字

organic product ； health conscious ； food concern ； visual presentation ； purchase Intention