新冠肺炎疫情期間國內Y世代消費者有機食品購買意願之研究

A Study of Organic Food Purchase Intention Among Generation Y Consumers During the COVID-19 in Taiwan

林慕倫(Mu-Lung Lin)

指導教授 ： 吳坤山

淡江大學/商管學院/企業管理學系碩士在職專班/碩士(2022年)

https://doi.org/10.6846/TKU.2022.00863

摘要

有機食品被消費者視為安全健康的食品選擇，消費者的飲食習慣也逐漸朝向健康取向。本論文主要結合計畫行為理論(Theory of Planned Behavior, TPB)以及健康信念模式(Health Belief Model, HBM)，並且將健康意識、價格意識、食品安全意識、信任等因素加入研究模型中，分析新冠肺炎疫情期間國內Y世代有機食品購買行為的影響因素，進而提供國內有機食品業者針對Y世代族群設計更精準行銷策略，從而提高業者市場競爭力。
本研究以國內Y世代作為研究對象，並以立意抽樣法進行抽樣，計回收有效問卷550份，並藉由描述性統計分析、驗證性因素分析、結構方程模型等方法，驗證本研究中各項假設，其主要研究結果如下：

1、健康意識、價格意識、食品安全意識、信任對Y世代消費者有機食品購買意願有顯著的正向影響，其中信任對有機食品購買意願的影響最為顯著。
2、COVID-19的衝擊對Y世代消費者的健康意識有顯著的正向影響。
3、COVID-19的衝擊對Y世代消費者有機食品購買意願沒有直接的影響。
4、Y世代消費者的有機食品購買意願對其實際購買行為有顯著的正向影響。

綜合上述整理，本論文建議有機食品業者提供消費者正確的產品健康資訊，並且藉由認證機構、有機標籤、產銷履歷等保障消費者並建立消費者信任，且積極應對COVID-19疫情變化，適時調整行銷策略，進而提高有機食品購買意願。

關鍵字

新冠肺炎 ； 有機食品 ； 計畫行為理論 ； 健康信念模式 ； 購買意願

並列摘要

Organic food is regarded as a safe and healthy food options as consumers gradually become health conscious in their dietary habits. In this thesis, the Theory of Planned Behavior (TPB) and Health Belief Model (HBM) are combined into the research frame, along with elements such as health awareness, price awareness, food safety awareness and trust to analyze the factors affecting Taiwan’s Generation Y consumers on purchasing organic foods during the COVID-19 pandemic, and then provides domestic organic food industry to design more accurate marketing strategies for generation Y, so as to improve their market competitiveness.
The study conducted purposive sampling-based survey in Taiwan with Generation Y as research subjects. A total of 550 effective surveys were collected. Descriptive statistics, confirmatory factor analysis, structural equation modeling was used to confirm the hypotheses proposed in this study. The main study findings are as follows:

1.Health awareness, price awareness, food safety awareness and trust have a significant and positive affect on the purchase intention of organic food among Generation Y consumers, whereas trust having the most significant effect on purchase intentions.
2.The impact of COVID-19 pandemic has a significant and positive effect on the health awareness of Generation Y consumers.
3.The impact of the COVID-19 pandemic has no direct effect on the purchase intentions of organic foods among Generation Y consumers.
4.The purchase intention of organic food among Generation Y consumers has a significant and positive effect on the actual purchasing behavior.

In summary, this study suggests that organic food industry provide consumers with correct product health information and build consumers through the certification authority, organic food labeling and traceability, and actively respond to COVID-19 shocks, timely adjustment of marketing strategies, so as to improve the purchase intention of organic food.

並列關鍵字

COVID-19 ； organic food ； theory of planned behavior ； health belief model ； purchase intention

參考文獻

Ajzen, I. (1985). From intentions to actions: A theory of planned behavior. In Action control (pp. 11-39). Springer, Berlin, Heidelberg.

一、 中文文獻

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有機農業全球資訊網（2018）。有機農業簡介。取自https://info.organic.org.tw/3669/

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