樂活生活認知影響健康飲食消費行為及品牌權益之研究

Effects of Consumers' LOHAS Perceptions on Consumer Behavior and Brand Equity for Healthy Foods

吳正雄(Cheng-Shiung Wu)

《永續發展與管理策略》 4卷1期 (2012/03) Pp. 19-36

https://doi.org/10.6734/JSDMS.201203_4(1).0002

摘要

本研究旨在探究消費者對於樂活生活認知的概念影響其對健康飲食之消費行為，以及對健康飲食品牌權益認知之影響。近年來，樂活生活認知廣受全球消費者重視與推崇，亦帶動休閒、餐旅、觀光等相關產業業者致力推廣樂活飲食與休閒等活動。本研究以消費者為研究對象，一方面探究受訪者其對樂活生活之認知表現；另一方面則探究受訪者在健康飲食上之消費行為，及健康飲食之品牌權益。研究結果顯示，消費者對於健康飲食消費多選擇健康素食、養生飲食，以及保健食品。此外，經ANOVA檢定結果顯示，消費者在品牌權益之品牌知名度以及知覺品質等方面有顯著差異；整體來說消費者之樂活認知會影響消費者在品牌知名度與知覺品質上的表現。本研究結果將可提供健康飲食相關業進行推廣樂活生活認知，以及進行行銷活動與策略之參考。

關鍵字

樂活 ； 消費行為 ； 品牌權益

並列摘要

The main purpose of the current study is to explore the consumers' perceptions of LOHAS affect the consumer behavior and brand equity on health food. Recently, the LOHAS concept is following with interest, and the hospitality practitioners also devoted to plan and design the relate LOHAS products and services. The current study employed the questionnaires to conduct an investigation for the consumers' LOHAS cognition, consumer behavior on health food, and brand equity for health food store, so as to explore their perception of LOHAS toward health food. Also, the current study surveyed the consumers to recognize their perceptions of LOHAS on consumer behavior and brand equity. And, the results of this empirical study indicated that the differences of LORAS perception showed in information searching, buying frequency and choosing the restaurant style.

並列關鍵字

LOHAS ； consumer behavior ； brand equity