恐新特質、人格特質與知覺風險關係性之研究

食物恐新本身是一般的個人特質指標，且被認為根源於雜食性動物面對新食物時避免危險的天性，並不會在短期內有太大的變化；過去對於食物恐新的研究，以兒童為主，且多以直接觀察食物恐新與嘗試意願之間的關聯。　　本研究提出風險知覺的對於食物恐新的影響，先前的研究大多將風險內化為恐懼，忽略了受測者面對食物時實際的風險評估，本研究則是深入瞭解恐新特質對知覺風險與嘗試新食物的意圖的影響；同時嘗試探討人格特質與食物恐新的關係。　　本研究發現的食物恐新特質與知覺風險的正相關，而食物恐新與知覺風險對嘗試意願皆為負面效果；本研究結果顯示經驗開放性特質及外向性均與食物恐新成負相關，與過去研究大致符合；而神經質與食物恐新成正相關，亦與前人的研究結果相同。　　由於食物是高度受到文化與傳統影響的產品，本研究之研究價值，在於可提供從行銷的觀點擴展食物恐新特質對於消費者的行為影響，本研究提出恐新的觀點，更能完整呈現食物選擇的機制，期能提供積極性的做法以供實務應用更深層瞭解消費者選擇食物的行為

關鍵字

恐新特質；人格特質；知覺風險

並列摘要

Food neophobia is regarded as a personal trait that originated as the omnivore's reflective response to avoid the danger associated with new foods. Past related research mostly focus on children, and primary based on the relation between food neophobia and the intention to try new foods. This research incorporates the factor of risk in the effect of food neophobia on the intention to try new foods, thus combining the reasoning in the form of perceived risk, and the more unexplainable, or reflective response of food neophobia, to get a more comprehensive model to explain the subjects'behavior when they are confronted with new foods. We also study the relation between personality and food neophobia. The data analysis shows a positive relation between food neophobia and perceived risk, and negative relationship between both factors and intention. Openness and extraversion are found to be negatively related to food neophobia, consistent with past research results. We also find a positive relation between neuroticism and food neophobia, which also confirms past results. Because food is a product category that is highly influenced by tradition and culture, the value of this research is to provide a new perspective to study the impact of food neophobia on food-related consumer behavior. By adding risk as a major factor, we can represent the food selection mechanism with a more realistic model to acilitate the study of consumer's choice of new foods.

並列關鍵字

neophobia ； personality ； perceived risk

參考文獻

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恐新特質、人格特質與知覺風險關係性之研究

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