夜市觀光客之飲食安全認知與購買意願關聯之研究

A Study on the Relationship between the Consumer Safety Cognition of Food and Purchase Intention of Night Market Tourists

謝家豪(Chia-Hao Hsieh)

《健康產業管理期刊》 4卷4期 (2018/06) Pp. 7-15

https://doi.org/10.30149/JHCI.201806_4(4).0001

摘要

臺灣夜市文化成為當前熱門的行銷臺灣觀光主流，不僅能提高台灣社會的經濟價值，同時具有觀光休閒的功能，亦能夠突顯地方傳統的飲食及文化特色；夜市文化接近國民日常生活，夜市小吃及商品的多樣化及多元化，足以滿足觀光客消費的心理感受，更可促進情感的交流。夜市也是「非正式經濟」盛行的地方，亦展現台灣特有的本地飲食文化面貌。本研究以最近2年內曾到訪過高雄瑞豐觀光夜市飲食之觀光客為主要抽樣對象。試圖瞭解夜市之觀光客，並探討其對飲食安全、商店印象與購買意願之關係，進行實證性的研究。經由問卷發放總樣本260份，去除無效問卷或未填寫完成者，實際回收有效樣本為230份，回收率88%。利用階層迴歸方法分析，獲得以下實證結果：飲食安全認知對購買意願向呈顯著正向影響；飲食安全認知對商店印象呈顯著正向影響；商店印象對購買意願呈顯著正向影響。

關鍵字

觀光夜市 ； 飲食安全認知 ； 商店印象 ； 購買意願

並列摘要

Taiwan's night market culture has become the hottest marketing mainstream in Taiwan. It not only enhances the economic value of Taiwanese society, but also has the function of sightseeing and leisure. It can also highlight the local traditional food and cultural characteristics. The night market culture is close to the daily life of the population. On the other hand, the diversification of snacks and commodities in the night market not only satisfy the psychological feelings of tourists, but also promote emotional communication. The night market is also a place where the ＂informal economy＂ prevails, and it also shows the unique local food culture of Taiwan. This study is based on the tourists who have visited Ruifeng Tourism Night Market of Kaohsiung in the past 2 years. In this study, we try to get to know the tourists at the night market and explore the relationship among food safety, store impressions and purchase intentions of tourists for empirical research. A total of 260 copies of the questionnaire were distributed through the questionnaire. After invalid and uncompleted questionnaire were removed, the actual effective samples were 230, and the recovery rate was 88%. By using the hierarchical regression analysis, the following empirical results were obtained: dietary safety cognition of food had a significant positive impact on purchase intention, dietary safety cognition of food had a significant positive impact on store impressions, and store impressions had a significant positive impact on purchase intention.

並列關鍵字

Night Market ； Safety Cognition of Food ； Store Impressions ； Purchase Intention