以SPARTA模式探討臺灣消費者之肉類消費行為

Studies of Meat Products Purchasing Behavior of Taiwan Consumers by SPARTA Model

孫藝玫(Yi-Mei Sun) ； 鄭信男(Hsih-Nan Jeng) ； 陳玉惠(Yu-Huei Chen)

《康大學報》 2卷2期 (2012/12) Pp. 1-9

https://doi.org/10.7079/JUKN.201212.0001

摘要

近年來隨著狂牛病、口蹄疫、禽流戚、瘦肉精及輻射塵污染等肉品安全事件，國人對肉品的衛生安全及信任可能隨著以上風險存在，而對肉品消費態度與行為意圖上產生極大的影響。本研究以一般民眾對肉類食品的消費信任及知覺風險，結合計畫行為理論之SPARTA模式，來探討目前國人對肉類食品的消費行為。以便利抽樣進行研究，有效問卷共548份涵蓋台北市、新北市、台中市、台南市及高雄市等五個直轄市曾有肉類食品消費經驗的消費者為研究對象。由結果可知，國人認為現今的肉品仍存潛在風險，但由於信任目前政府推動的相關政策及市場來源，信任度愈高時則其肉類消費意向愈高。主觀規範對消費信任最具影響力，而態度對知覺風險最其影響力，但對於行為意向則無顯著影響。

關鍵字

消費行為 ； 計畫行為理論 ； 肉類食品

並列摘要

With the food safety incidences of mad cow disease, foot and mouth disease, bird flu, muscle-growth agent (ex: ractopamine) and radiation-contaminated food, the possible risks related to the sanitation and trust of meat products might be raised and thus change the consuming attitude and behavior of Taiwanese consumers. This research was aimed to understand current consuming attitude and behavior ofTaiwanese consumers by SPARTA model, a modified theory of planned behavior, with the constructs of attitude subjective norms, and perceived behavior control along with trust and perceived risk. Consumers with meat consuming experience in five full special municipal cities of Taiwan were investigated; convenience sampling was conducted with548 valid questionnaires returned out of 730 (overall response rate 75.06%). Overall results showed that consumer believed potential risk still existed in meat products and the consuming intention will be higher only when their trust of government's policies and market source were higher. Research results can be used as reference s for governments and industries in promoting and marketing meat products.

並列關鍵字

Consuming behavior ； Theory of planned behavior ； Meat products