倡導式訊息、知覺利益與知覺風險對昆蟲食品抗拒程度之探討

The influence of persuasive messages, perceived benefits and perceived risks on insect food reactance.

周育汝(Yu-Ju Chou 周育汝)

指導教授 ： 鄧旭茹 ； 葉彥宏

中山醫學大學/健康管理學院/健康餐飲暨產業管理學系/碩士(2019年)

https://doi.org/10.6834/CSMU201900095

摘要

聯合國糧農組織指出在2050年會有糧食危機，將因人口數的增加，使糧食供給不足，而昆蟲含有極高的營養價值，排放的溫室氣體也較家畜少，因此向大眾推廣食用昆蟲。但是昆蟲食品與台灣的飲食文化不符，台灣人對昆蟲食品是保持較為抗拒的態度，而過往文獻多在探討影響消費者接受昆蟲食品的因素，較少研究要如何降低抗拒程度。因此，本研究主要目的是了解倡導式訊息是否會降低消費者對昆蟲食品的抗拒程度，以知覺利益與知覺風險作為中介變數。
本研究採用實驗設計法，研究對象為中山醫學大學之學生，以環境與健康為倡導訊息，採用2*2之因子設計，探討訊息有無與訊息種類的倡導式訊息對消費者知覺利益、知覺風險與抗拒程度之影響，本研究共發放164份紙本問卷，有效問卷回收率為98.17%。
本研究結果顯示單獨倡導環境與健康訊息會正向顯著影響知覺利益，進而降低消費者對昆蟲食品的抗拒程度；但當訊息同時含有環境與健康則對知覺利益與抗拒程度呈現不顯著的關係。因此根據本研究結果建議政府與業者在推廣昆蟲食品時，可分別針對環境與健康作為宣導內容，但應該避免訊息過多，讓消費者感到混亂，抵銷訊息產生的知覺利益，才能真正有效的降低消費者對於昆蟲食品的抗拒程度。

關鍵字

昆蟲食品 ； 倡導式訊息 ； 知覺利益 ； 知覺風險 ； 抗拒程度

並列摘要

The Food and Agriculture Organization of the United Nations pointed out that there will be a possible food crisis in 2050 due to the growing population and the shortage of food supply. In order to solve this problem, FAO encouraged people to consume edible insects which with rich nutrition components and could emit fewer greenhouse gases. However, the insect food is incompatible with food culture in Taiwan. Reactance makes consumers reject the insect food. Previous studies have identified the factors affecting consumers' acceptance of insect food, and less research has been done about how to reduce the degree of reactance. The purpose of the research was to discover different types of persuasive messages affect reactance toward the insect food. Adopting both perceived benefits and perceived risks as mediator variables in the research framework.
This adopted a 2*2 factorial experiment design which contains health and environmental messages. The participants are targeted as university students. Overall, a total of 164 questionnaires were distributed, resulting in a return rate of 98.17%.
Results indicated that either the environmental or health message positively affects perceived benefits, thereby reducing consumer reactance of insect food. However, when the messages contain both environmental and health messages, there is no significant relationship between perceived benefits and reactance. Therefore, this study suggested that when promoting the insect food, environmental and health messages can be individually promoted. In addition, industry and government should avoid promoting exaggerate messages, make consumers feel confused, and confused the perceived benefits.

並列關鍵字

Insect Food ； Persuasive Messages ； Perceived Benefits ； Perceived Risks ； Reactance

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