熱量標籤是否影響消費者食物購買決策

Whether The Calorie Label Does Affect The Consumer Food Purchase Decision-Making

李仁琦(JEN-CHI LEE)

指導教授 ： 方文昌 ； 丁姵如

國立臺北大學/商學院/企業管理學系/碩士(2016年)

摘要

近年來，隨著健康意識抬頭，人們對於健康飲食的觀念越來越重視。雖然市面上有許多
食物標榜天然健康，但越來越多的研究發現，健康食物不ㄧ定真的很健康，反而可能潛藏了
許多不健康的風險。因此，為了提高消費者正確選擇健康食物的比率，許多廠商早已開始在
產品上標示熱量標籤。以往相關的這類議題，大多著重在探討消費者到底會攝取多少量的熱
量，許多學者認為要讓消費者自己評估產品的熱量多寡，有一定的困難度，因而導致消費者有
過度消費並增加肥胖的情形。有鑑於此，本研究主要是探討產品標示熱量標籤對消費者購買
選擇是否有影響？我們提出對於消費者來說，熱量標籤對消費者購買選擇決策影響是有限的。
當消費者在面對產品屬性（如健康/不健康）明確時，會依據自身的經驗與知識購買，容易忽
視熱量標籤，使熱量標籤的效果不佳，無法有效降低消費者購買風險。為了預測這個行為意
向，我們使用實驗法，提出2項食物(健康、不健康)x 2種標示（有標籤、無標籤），共四個
假設和兩個實驗。第一和第二個假設，分別探討在健康與不健康食物下，對消費者而言，不
論有標籤或無標籤，兩者對消費者的知覺風險無差異。第三和四個假設，在熱量標籤下，不
同促銷方式增量和折扣，對健康與不健康食物的購買意願之影響。我們驗證出，熱量標籤無
法有效的降低消費者的知覺風險。但在熱量標籤下，探討不同的促銷方式增量和折扣，對於
健康食物，發現採用折扣促銷的方式有效；但對於不健康食物，兩種促銷方式並無差異。最
後，當兩種食物不同屬性時，想要提高消費者的購買意願，所要採取的行銷方式也會不同。
本研究有兩個實驗設計利用問卷的方式來驗證假設推理，並根據研究結果提供若干管理意涵
，不僅能為企業提供市場行銷策略，更能進一步提供公眾政策對社會大眾的影響，也對後續
研究提出相關建議。

關鍵字

熱量標籤 ； 健康食物 ； 不健康食物 ； 知覺風險 ； 消費者購買意願

並列摘要

In recent years, gained ground along with the health consciousness, the people more and more took regarding the healthy diet idea. Although advertised there are many natural health food, but a growing number of studies have found that healthy food is not really healthy, but risks may lurk many unhealthy. Therefore, in order to enhance the consumer to choose healthy food correctly the ratio, many manufacturers already start on the product to indicate calorie labels. Formerly was connected this kind of subject, was discussing consumer's to be able mostly emphatically to absorb the few quantity of heats, many scholars thought had to let consumer appraise how much the product the quantity of heat, did have certain degree of difficulty, thus caused the consumer to have expends and increases the obese situation excessively. In view of this, this research mainly is discusses the product indication quantity of calorie labels to purchase to the consumer chooses whether influential? We proposed regarding the consumer, calorie labels purchases the choice decision-making influence to the consumer to be limited. When consumer when faces the product attribute (for example health/unhealthy ) is not clear about, can rest on own experience and the knowledge purchase, easy to neglect calorie labels, causes calorie labels the effect not to be good, is unable to reduce the consumer to purchase the risk effectively. In order to forecast this behavior intention, we use the cut-and-try method, proposed 2 item of foods (healthy, unhealthy) x 2 kind of indications (have labels, does not have labels), altogether four suppositions and two experiments. First and the second supposition, discusses separately in the health with unhealthy food under, speaking of the consumer, no matter has the label or does not have the label, both do not have the difference to consumer's perceived risk. Third and four suppositions, under calorie labels, promotes sales differently the way increase and the discount, to healthy and unhealthy food influence purchase wish. We confirm, calorie labels are unable to reduce consumer's perceived risk effectively. But under calorie labels, discusses the different promotion way increase and the discount, regarding healthy food, discovered uses the discount promotion the way to be effective; But regarding unhealthy food, two promotion ways and does not have the difference. Finally, when two kind of food different attributes, wants to enhance consumer's purchase wish, must adopt the marketing way also can be different. In this study, there are two experiments designed to take advantage of the way the questionnaire to verify abduction and provides several management implications. According to the results, not only to provide marketing strategies for businesses, more further influence public policy on the community, but also the follow-up study and put forward suggestions.

並列關鍵字

Calorie labels ； Healthy food ； Unhealthy food ； Perceived Risk ； Consumer Willingness to Buy

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