消費者健康價值觀對有機餐廳意圖行為與願付價格之影響

The impact of healthy values of customers on behavior intension and willing to pay in organic restaurant

鄭博元(Po-Yuan Cheng) ； 方進義(Chin-Yi Fang)

《科際整合管理研討會》 2016第19屆 (2016/06) Pp. 100-112

https://doi.org/10.6495/CIMBM.2016.006

摘要

消費者對於健康餐飲的需要，隨著日亦嚴重的環境問題和食品安全問題，以及越來越受重視的健康議題，消費者對於餐廳是否可以提供安全、營養的食材成為重要的需求，也越來越多的餐廳願意提供有機食材，來符合消費者的需求，過去研究指出消費者特定價值觀、態度都會影響其消費的行為，本研究嘗試以價值-態度-行為模式，來瞭解消費者是否會從自身對健康價值觀，進而影響對有機餐點態度上期望的相關，和對有機餐點的行為意圖有所關聯，並以此來預測行為意圖的可能性，通常消費者對於標榜對環境友善、提供健康食材的餐廳或是旅館上面，也會有較高的願付價格，從經營有機餐點的業者來講，如何找出主要消費客群的根本的價值觀念，並且從此做出適當的行銷策略，從消費者對於願付價格的行為意圖中，做出適合的定價策略，亦是本研究重要的研究方向，是故本研究以SPSS22.0，使用皮爾森相關、獨立樣本t檢定、單因子變異數分析和迴歸模型作為主要研究工具，並以立意抽樣，以消費臺北兩家主要提供有機餐點的餐廳消費者作為研究對象，最後做出消費者健康價值觀會與享樂期望、正向外在期望和行為意圖有所相關，並且也會對行為意圖產生影響，在願付價格上不同收入程度也會有不同差異。本研究回收有效問卷達71份，並從2015年10月到2016年04為問卷回收的期間。

關鍵字

有機餐點 ； 價值-態度-行為模式 ； 健康價值觀

並列摘要

Nowadays, environment concerns, healthy problems and food safety crisis are more and more concerned by consumers, and consumers are eager to restaurant whether providing organic food or not. Therefore, the restaurants are willing to supply organic food to satisfy customer's demand, as previous research , the specific of consumers values would affect attitudes and behavior intensions. This study attempts to value - attitude - behavior patterns, to understand whether consumers will value their own health, and thus on organic meals attitude expected from relevant, and organic meals has been associated with behavioral intentions. As usual, consumers will like to pay higher price on environment-friendly and safety food restaurants. For the manager of organic restaurant, how to find out the main values of customers and make a right strategy. This research is also an important direction for making appropriate price strategy by the behavior intension of customer's willing to pay. And we use SPSS 22.0 to execute Pearson's correlation coefficient、Independent-Sample T Test and Regression equation to testify research hypothesis. Through this study, Value-Attitude-Behavior (VAB) model will examine the relationship between the healthy consumer value and consumer behavior intension. The questionnaires were distributed from October 2015 to April 2016 and there are 71 questionnaires were recovered.

並列關鍵字

Organic Food ； Value-Attitude-Behavior Model ； Healthy Values