食品標示資訊、食品添加物知識、態度與消費者購買意願之關係-以台南市大學生為例

Relations between Food Label Information, Food Additives Knowledge, Attitudes and Purchase Willingness-A Case of College Students in Tainan City

吳國龍(Kuo-Lung Wu) ； 侯正裕(Avus Hou) ； 黃顗倫(Yi-Lun Huang)

《崑山科技大學學報》 10期 (2015/09) Pp. 91-107

摘要

近年來，隨著國內外食品安全事件的發生，消費者越來越注重飲食健康及慢性疾病，導致消費者的需求、生活型態都不斷地在改變，因此若深入瞭解消費者購買意願，有助於分析及預測消費者行為傾向與意圖。本研究以食品標示資訊及消費者對食品添加物知識作為影響消費者態度的變數，進而探討其對消費者購買意願的影響，以學生族群消費者為研究樣本，運用SEM進行各構面間之關係探討。經由問卷調查對回收的479份有效問卷進行分析，研究結果顯示：（1）消費者對食品標示資訊之重視與食品添加物的認知程度皆會影響態度及購買意願。（2）消費者對食品標示資訊越重視，較能有正向的食品添加物態度，食品消費意願亦越高。（3）消費者的食品添加物知識愈高，對食品添加物態度愈正向，則購買意願愈高。本研究因此建議教育單位可於生活教育中加強食品標示資訊方面知識，以提升學生對標示資訊的認知與食品安全的選擇行為；建議食品相關業者於包裝食品上所標示資訊應充足與正確揭露，將可有效提高消費者購買意願，增加食品消費的機率。

關鍵字

食品添加物 ； 標示資訊 ； 購買意願 ； 結構方程模型

並列摘要

In recent years, with the domestic and international food safety incidents occur, consumers are increasingly focusing on a healthy diet. This resulting in consumer demand and lifestyles are constantly changing. Therefore, we want to understand of consumer willingness to buy and analyze consumer behavior tendencies and intentions. In this study, we used food labeling and food additives knowledge as variables to discuss the effect on consumer attitudes and purchase intentions. The recovered 479 valid questionnaires were analyzed and the results showed that: (1) Food label information and food additives knowledge will influence attitudes and purchase intentions. (2) Consumers more emphasis on food label information will have a more positive attitude towards food additives and will also have higher purchase intentions. (3) Consumers with more food additives knowledge will have a more positive attitude towards food additives and will also have higher purchase intentions. We therefore recommend educational institutions can enhance the knowledge of food labeling information to enhance students' cognitive on food labeling information. We also recommend food-related industry to marked sufficient food label information on the packaging of food. This will effectively increase the chances of consumer willingness to buy.

並列關鍵字

Food Additives ； Food Label Information ； purchase willingness ； SEM