高雄市有機餐飲消費者涉入程度、知覺價值與購買意願關係之研究

A Study of Product Involvement, Perceived Value and Purchase Intention for Kaohsiung Consumers to Organic Catering

張均憶(Chun-Yi Chang)

指導教授 ： 吳武忠

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2011年)

摘要

民以食為天，隨著社會經濟結構的改變，消費者對餐飲的需求也越趨講究。不單只是維持身體運作的溫飽而以，更講求餐飲品質的安全、營養均衡與健康的提升，有機餐飲產業因此因應而生，並蓬勃發展。本研究目的在於探討有機餐飲消費者對有機餐飲涉入程度與知覺價值之相關性，及涉入程度、知覺價值是否對消費者的購買意願有正向影響。本研究針對以到高雄市有機餐飲店家消費過的消費者為問卷發放對象，進行立意抽樣問卷調查，獲得有效問卷332份，回收率為83％。

研究結果指出：高雄市有機餐飲消費者的涉入程度對知覺價值有顯著正向相關，其中又以情感價值和自我涉入因素的相關程度最高。而有機餐飲消費者的涉入程度、知覺價值對其購買意願皆有顯著正向影響。涉入程度部份以自我涉入對其購買意願影響最大；知覺價值部份以經濟價值對其購買意願影響最大。

在受訪談者背景特質方面：以女性；己婚者居多，31~50歲為主要消費族群。擁有良好的教育程度；大專以上學歷佔84.1％；職業別多為軍公教人員，其次為工商服務業。個人平均月所得分佈於20,001∼40,000最多佔49.4％；其次是40,001~60,000佔21.4％，可見此消費群具有一定的消費能力。宗教信仰方面：信仰佛、道教者佔半數，有機餐飲消費者普遍認為自己擁有良好的健康狀況。本研究根據上述研究結果，提出結論及建議，以提供有機餐飲業者及未來相關研究之參考。

關鍵字

有機食品 ； 有機餐飲 ； 涉入程度 ； 知覺價值 ； 購買意願

並列摘要

Consumers have gradually paid more attention to dinning on account of the changes of economic structures in society. In addition to maintaining the body work, the demand for the safety of dining quality and the promotion of balanced nutrition and health have made the organic dining industry developed prosperously. This study aims to explore the relativity between the involving degree and conceptive value of organic-dining consumers, and if the involving degree and conceptive value positively influence consumers’ purchasing intention.
The subjects participating in this study had dined in organic food restaurants in Kaohsiung and were taken questionnaires in purposive sampling. The valid questionnaires were 332 copies, and the response rate was up to 83%.
The results showed that the positive relativity distinctly existed between the involving degree and conceptive value of organic-dining consumers, especially the factors of emotional value and self involvement. Furthermore, the involving degree and conceptive value of organic-dining consumers also positively influenced their purchasing intention, especially the factors of self involvement and economical value.
The majority of the interviewers were married women, aging from 31 to 50 and well educated. From the educational level aspect, 84.1% of the interviewers were college degree. Most of them were military personnel , civil servants and teachers, and then were people who work in industry, commerce, and service industry. The individual average month salary between NT$20,001 and 40,000 rated 49.4％, and that between NT$40,001 and 60,000 rated 21.4％. Accordingly, the consumers had well consuming capability. As for religious belief, most of them believed in Buddhism and Taoism. The organic dining consumers generally considered themselves stayed in good health. Based on the above finding, some conclusions and suggestions were proposed for the reference to organic dining entrepreneurs and future related researches.

並列關鍵字

organic food ； organic dining ； involving degree ； conceptive value ； Purchasing intention

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