應用計劃行為理論預測購買清真認證食品意向之研究 －以在臺印尼穆斯學生為例

Application of the Theory of Planned Behavior to Predict Intention to Purchase Halal Food: A Case Study of Indonesian Muslim Students in Taiwan

何迪洋(Anang Nur Ardiyanto)

指導教授 ： 林俊男

國立屏東科技大學/國際學院/農企業管理國際碩士學位學程/碩士(2021年)

https://doi.org/10.6346/NPUST202100457

摘要

隨著在外國求學的人數逐年增加。亞洲已成為許多外國學生留學目的地國家 ， 而台灣也進而成為其中一部分。根據台灣教育部的數據顯示，來台留學的學生 ， 印度尼西亞佔了最多的數據。
大量的外國學生前往其他國家學習，這本身就是一個機會。新興機遇之一是食品行業，但它需要滿足消費者的需求。想購買物資的留學生都有自己的標準，不僅是食物的種類和味道，更重要的是，如果他們是穆斯林，其中必定與清真認證食品有關。清真食品是指根據伊斯蘭律法規定可以供給穆斯林食用和飲用的食品。
本研究使用計劃行為理論找出預測台灣清真食品購買意願的最佳變數，特別是針對在台灣的”印尼”穆斯林學生。清真食品的購買與宗教理解及規章密切相關，因此本
研究還將宗教信仰作為台灣清真食品購買意願的中介變量進行檢驗。使用谷歌表格在線問卷調查，共有 342 名印度尼西亞穆斯林學生作為研究樣本。本研究使用 WarpPLS 7.0 軟體進行 SEM PLS 分析。對於結果，計劃行為理論可以用作預測清真食品購買意願水平的變量。態度和主觀規範的結果顯著，而知覺行為控制的結果不顯著。最後，宗教信仰變量可用作研究清真食品購買意願的干預變量或中介變量。

關鍵字

計劃行為理論 ； 購買意願 ； 清真食品 ； 穆斯林學生 ； 宗教信仰

並列摘要

The number of students studying abroad is increasing every year. One of the countries in Asia that has become a destination for many foreign students to study is Taiwan. Data from the Ministry of Education of Taiwan states that the one of countries with the highest number of contributors to study in Taiwan are from Indonesia.
The large number of foreign students studying in other countries is certainly an opportunity in itself. One of the emerging opportunities is the food business, but it also needs to meet consumer needs. International students who want to buy food certainly have their own criteria, not only the type and taste of the food but more than that, one of which is related to halal if they are a Moslem. Halal food are those that are allowed to be eaten and drunk according to the provisions of Islamic law.
This study uses the Theory of Planned Behaviors to find out the best variables in predicting purchase intention of halal food in Taiwan specifically for Indonesian Muslim students in Taiwan. The purchase of halal food is closely related to religious understanding, so this study also examines religiosity as an intervening variable of intention to buy halal food in Taiwan. An online questionnaire using Google Forms was used with a total of 342 Indonesian Muslim students used as the research sample. This research uses SEM PLS analysis using WarpPLS 7.0 software. For the result, the Theory of Planned Behavior can be used as a variable to predict the level of purchase intention in halal food. Attitude and Subjective Norm has significant result but Perceived Behavioral Control has weakly significant results. The last, religiosity variable can be used as an intervening variable or a mediating variable for research on Purchase Intentions in Halal Food.

Keywords: Theory of Planned Behavior, Purchase Intention, Halal Food, Muslim Student, Religiosity

並列關鍵字

Theory of Planned Behavior ； Purchase Intention ； Halal Food ； Muslim Student ； Religiosity

參考文獻

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