營養標示與購買意願之關係：調節的中介觀點

Nutritional Label and Purchase Intention: A Moderated Mediation Perspective

吳佩紋(Wu, Pei- Wen)

指導教授 ： 蔡坤宏 ； 張惠真

國立臺北大學/商學院/企業管理學系/碩士(2012年)

摘要

隨著營養知識的提升、健康意識的抬頭，已有越來越多國家實施營養標示制度。此外，近年來國際間食品衛生安全事件層出不窮，也引發民眾對食品產地標示的重視。儘管營養標示是消費者食品購買決策的重要指標，但有關營養標示如何影響購買意願的研究並不多見。因此，本研究主要針對這個議題，探討：(一)營養標示與消費者購買意願之關連；(二)知覺價值在營養標示與購買意願關係之中介角色；(三)原產地標示在營養標示與購買意願關係之調節效果。
本研究發展一個調節的中介模式 (moderated mediation model)，並採用組間-組內實驗設計(between- and- within experimental design) 操弄營養標示(2)、原產地標示(3)、產品項目(2)，並同時控制一些重要變數(如健康態度、慢性病史)。研究資料的蒐集主要藉由發放紙本和網路問卷，共回收有效問卷362份。量表之信效度以確證性因素分析評估，並採用階層迴歸分析樣本資料來進行檢定假說。結果發現：不論實驗產品為速食品或健康食品，營養標示皆會正向影響購買意願，且來自高來源國形象之產品會弱化營養標示對購買意願的影響；不論實驗產品速食品或健康食品上，營養標示皆會透過知覺價值正向影響購買意願；當實驗產品為速食品時，來自台灣之產品會弱化知覺價值在營養標示和購買意願間的中介效果，產生了調節型中介效果，然而，此效果在實驗產品為健康食品時並不顯著，但這也顯示了原產地標示將完全吸收營養標示產生知覺價值的效果，使得原產地標示在健康產品的購買意願上扮演關鍵性的主導角色。
最後，本研究結果提供食品廠商在食品標示上的建議：營養標示可使消費者產生正向知覺價值及購買意願，此外，當速食品且原產地為台灣或健康食品時，食品廠商應在產品上更凸顯其產地標示。

關鍵字

營養標示 ； 知覺價值 ； 購買意願 ； 原產地標示

並列摘要

Along with the increasing nutrition knowledge and health awareness, more and more countries implement nutrition labeling regulation. In addition, international food safety and hygiene event also raise the public attention on food’s ingredients of country of origin. Although the nutrition label is an important index for consumers to choose what they eat, extant research has paid little attention to investigating how the nutritional label affects consumer purchase intention. This thesis thus focuses on the issue by examining the mediating role of perceived value in the relationship between nutritional label and consumer purchase intention and the moderation effect of ingredients of country of origin.
This research manipulates three factors: nutrition label, ingredients of country of origin, and product type by a between-and-within subjects design. Some important variables, such as healthy attitude and demographics, are controlled in the experiments. A total of 362 participants involves in these processes. Confirmatory factor analysis is adopted to assess the reliabilities and validities of scales. A moderated mediation regression analysis is utilized to test the research hypotheses. A couple of important findings are summarized as follows:

1. Regardless of product type is fast food or healthy food, nutrition label positive affects purchase intention, and ingredient of country of origin weakens this impact.

2. Regardless of product type is fast food or healthy food, perceived value mediates the relationship between nutrition label and purchase intention.

3. When product type is fast food, ingredient of country of origin weakens the mediating effect of perceived value. In contrast, this moderated mediation effect in the healthy food is insignificant, indicating that the origin labeling replaces the nutrition labels’ role.

These findings imply that food manufacturers should highlight ingredient of country of origin in their offerings, particularly in healthy food.

並列關鍵字

Nutrition label ； Perceived value ； Purchase intention ； Ingredient of Country of origin.

參考文獻

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