探討網購食品消費意願之前置因子：結構方程模式之應用

A study on exploring the antecedents of the consumer intention for online shopping food A application of structural equation modeling

胡秀媛(Hsiu-Yuan Hu)

《台北海洋技術學院學報》 7卷2期 (2016/06) Pp. 166-186

摘要

本研究之研究目的乃以結構方程模式來探討網購食品消費意願之前置因素。本研究以台北市之網購顧客為研究對象並收集了807 份有效樣本。研究結果顯示，消費者的態度、服務品質、食品品質、食品安全意識、環保態度、主觀規範、知覺困難以及知覺行為控制將影響食品網購的消費意願，上述因子即為食品網購的消費意願的前置因子。本研究將根據上述研究結果，來擬訂提升網購食品消費意願之策略，藉此提供給網購業者之參考。

關鍵字

網購食品 ； 計畫行為理論 ； 消費意願

並列摘要

The purpose of this study is to explore the antecedents of the consumer intention for online shopping food. This study took the customers of online shopping food in Taipei City as study objects and collected 807 valid samples. The results of this study showed that the consumers' attitude, service quality, food quality, food safety awareness, environmental attitudes, subjective norms, and perceived behavioral control perception difficulties will affect the consumer intention for online shopping food. These factors are the antecedents of the consumer intention for online shopping food. The study developed the strategies to enhance the consumer intention for online shopping food in order to provide a reference to online shopping food industry.

並列關鍵字

online shopping food ； theory of planned behavior ； consumer intention

參考文獻

蔡明春、劉思穎、張瑞玲、陳怡君、吳淑禎(2006)。國內速食店食品品質之比較。績效與策略研究。3(2)，95-112。

別蓮蒂(2000)。生活型態白皮書：2000年台灣消費習慣調查報告。台北:商周。

Kuhl, K.(Ed.),Beckman, J.(Ed.)(1985).Action-control: From cognition to behavior.Heidelberg:Springer.

Pratkanis, A.R.(Ed.),Breckler, S. J.(Ed.),Greenwald, A. G.(Ed.)(1989).Attitude Structure & Function.Hillsdale:Lawrence Erlbaum Associates.

Ajzen, I.(1991).The theory of planned behavior.Organizational Behavior & Human Decision Processes.50(2),179-211.