營養標示態度與行為、組合價格促銷對消費者購買意願之研究－以便利超商消費者為例

A Study of Attitude and Behavior on Nutrition Labeling , Price Bundling Promotion on Consumers’ Purchase Intention: the Case of Consumers in Convenience Stores

郭文清(Wen-Chin Kuo) ； 林瑩昭(Ying-Chao Lin)

《休閒事業研究》 14卷4期 (2016/12) Pp. 61-85

https://doi.org/10.6746/LIR.201612_14(4).0004

摘要

近年受到經濟環境、社會型態及飲食習慣等因素影響，使得外食比例增加。現代人健康意識提昇，對於食品健康重視，營養標示成為消費者控制食品成份攝取量的重要依據。因應國人飲食習性變動，便利商店市場競爭激烈，其中組合價格促銷則是常採用的行銷策略之一。本研究以便利超商的消費者為對象，探討營養標示態度與行為以及組合價格促銷對消費者購買意願的影響程度。採信效度分析、獨立樣本t檢定與單因子變異數分析、相關分析以及回歸分析。針對臺南地區到7-11用餐的消費者發放問卷，發放500份問卷，有效問卷為462份，回收率達92.4%。研究發現，組合價格促銷對購買意願無顯著相關、但營養標示態度與行為對購買意願則有顯著正相關。進一步進行回歸分析得到營養標示態度與行為對購買意願有32.8%的解釋力。雖然連鎖便利商店提供消費者方便的外食選擇，也進行組合價格促銷優惠，但消費者仍較注重食品健康概念，期待自己吃得方便也吃得健康。另外也認為目前食品之營養標示仍有改進的空間。

關鍵字

營養標示 ； 組合價格 ； 購買意願

並列摘要

Taiwan has been affected by various factors in recent years, such as changes in the economic environment, social patterns, and eating habits. Separately, people have become more health conscious nowadays and pay more attention to eating healthy food. In this aspect, nutrition labeling for food has become the important basis that guides consumers on the amount of food intake and types of ingredients used. Although nutrition labeling of food is an important indicator for consumers when they make food-purchasing decisions, there is a lack of related research on this topic by local scholars. In response to the changing dietary habits of Taiwanese, convenience store chains have increased their number of outlets rapidly. This has resulted in fierce market competition, with price bundling promotions being one of the commonly used marketing strategies. The subjects of this study are consumers who patronize convenience stores, with the aim of understanding the amount of impact that nutrition labeling cognition and price bundling promotions have on their purchase intention. Reliability and validity analyses, t-test and one-way analysis of variance (ANOVA) using independent samples, correlation analysis, and regression analysis were used. Of the 500 questionnaires distributed, 462 were valid, representing a recovery rate of 92.4%. Correlation analysis showed that price bundling promotions did not have any significant correlation with purchase intention, whereas food nutrition labeling cognition had a significant and positive correlation. The further step of regression analysis revealed that food nutrition labeling cognition accounted for 32.8% of purchase intention. In addition, convenience store chains not only provide consumers with convenient dining-out options but also have price bundling promotions. Nevertheless, consumers continued to emphasize the concept of healthy food in the hope that on top of enjoying the convenience, they could also reap health benefits. Nevertheless, when it concerned nutrition labeling of food, consumers were of the view that there remained room for improvement.

並列關鍵字

nutrition labeling ； price bundling ； purchase intention