性別對自我一致性與行為意願的影響：以中國福建省有機食品消費者為例

The effects of gender on self congruity- behavioral intention relationships: An empirical study of organic food consumers in Fujian province, China

顏財發(Tsai-Fa Yen)

《休閒觀光與運動健康學報》 7卷2期 (2017/06) Pp. 1-17+19

摘要

在經濟成長與人口擴增的情形下，中國被認為是最有潛力的有機食品市場之一。由於收入增加與對健康的關注使生活水平提升，中國消費者更關注食品品質，因而創造有機食品發展利基巿場，如何吸引消費者對有機食品的關注成為重要議題。本文之目的為探討中國福建省有機食品消費者性別對自我一致與行為意願關係的影響。本研究透過問卷蒐集資料，最後獲得200 份有效問卷。研究發現，自我一致顯著正向影響行為意願，性別對自我一致-行為意願有影響但未達到顯著水準。研究建議廠家應該多舉辦有機食品家族聚會，透過家族聚會，提升有機食品形象，並維繫有機食品消費者間的社會交流互動與鏈結。

關鍵字

有機食品 ； 性別 ； 自我一致 ； 行為意願

並列摘要

Regarding China, this country is considered as one of the most potential markets in terms of economic growth and population expansion in organic food. Due to the improvement in living standards such as increase in income and healthy consciousness, Chinese consumers start to focus more on food quality, and hence create the chance for the development of organic food market. How to attract consumers' attention has become an emergency issue for both academia and practioners. This study was aims at investigating the effects of gender on self congruity- behavioral intention relationships. Questionnaire survey was employed for collecting data and 200 valid samples were received from those consumers in Fujian province, China. Findings show that self congruity has significantly positive impacts on behavioral intention. However the effects of gender on self congruity- behavioral intention relationships were not significant. Firms should hold more family reunions of organic food in order to enhance its image and maintain the interaction and linkage among consumers.

並列關鍵字

organic food ； gender ； self congruity ； behavioral intention