蔬果外形變異程度與有機標章或折扣深度對消費者購買意願之影響

The impact of food shape abnormality and organic labels or discount depth on consumer purchase intention

王壬翃(Wang Jen-Hung)

指導教授 ： 蘇衍綸

國立屏東科技大學/管理學院/餐旅管理系/碩士(2020年)

https://doi.org/10.6346/NPUST202100112

摘要

近年來食物浪費的情形逐漸上升，量販店及超市一年約丟棄40億的剩食，其中蔬果外表不佳的因素占了將近五成，但這些被丟棄的異常蔬果其營養價值卻與正常蔬果相同，因此消除對異常蔬果的偏見及增加消費者的購買意願為主要目標。本研究為了調查蔬果外形變異程度及有機標章或折扣深度對消費者購買意願的影響，安排兩種實驗，分別為實驗一：蔬果外形變異程度與有機標章對消費者購買意願之影響及實驗二：蔬果外形變異程度與折扣深度對消費者購買意願之影響，共十六種情境，在彰化縣及屏東縣的超市或菜市場讓民眾使用手機掃描QR code填寫google表單。問卷共發放504份，扣除無效問卷24份後，總計回收480份有效問卷，有效問卷回收率95%。經由二因子變異數分析後發現有顯著交互作用，在實驗一，正常與中度變異蔬果的情境中，有機與非有機蔬果在購買意願上沒有差異。在高度變異蔬果的情境中，有機大於非有機蔬果的購買意願。在有機蔬果的情境中，正常蔬果大於高度變異蔬果的購買意願，然而中度變異蔬果與其他相比沒有差異。在非有機蔬果的情境中，正常與中度變異蔬果均大於高度變異蔬果的購買意願，然而正常與中度變異蔬果相比沒有顯著差異。在實驗二，中度變異蔬果情境中，折扣深度70%(3折)、60%(4折)、50%(5折)都大於折扣深度40%(6折)、30%(7折)的購買意願，然而折扣深度70%(3折)、60%(4折)及50%(5折)之間相比沒有顯著差異，折扣深度40%(6折)及30%(7折)相比沒有顯著差異。在高度變異蔬果情境中，折扣深度70%(3折)、60%(4折)都大於折扣深度40%(6折)、30%(7折)的購買意願，然而折扣深度50%(5折)與其他折扣相比沒有差異，折扣深度70%(3折)及60%(4折)相比沒有顯著差異，折扣深度40%(6折)及30%(7折)相比沒有顯著差異。在折扣深度70%(3折)、60%(4折)、50%(5折)、40%(6折)情境中，中度變異蔬果都大於高度變異蔬果的購買意願。在折扣深度30%(7折)情境中，中度變異蔬果與高度變異蔬果相比沒有差異。本研究的實務管理意涵、研究限制和未來研究建議將在本文中接續討論。

關鍵字

蔬果外形變異程度 ； 有機標章 ； 折扣深度 ； 購買意願

並列摘要

The purposes of the study are to examine the effect of abnormally-shaped foods and organic labeling as well as discount depth on consumers’ purchase intentions. Two studies were conducted. In study one, a 3(normal, moderately abnormal and extremely abnormal x 2(organic vs non-organic) between subjects design was used. In Study two, a 2(abnormal, moderately abnormal, and extremely abnormal) x 5 (discount depth level:30%, 40%, 50%, 60%, and 70%) between subjects design was used. A questionnaire with one of six and ten different scenarios was randomly distributed to each participant respectively, for study one and study two in supermarkets or traditional markets in Changhua and Pingtung county in Taiwan. Participants were asked to scan QR code to complete the questionnaire by their mobile phones. A total of 480 valid questionnaires was collected.
Results of study one showed that the interaction between abnormally-shaped foods and organic labeling on purchase intentions was significant. For organic abnormally-shaped foods, purchase intentions of normal fruits and vegetables were significantly higher than those of extremely abnormal ones. However, there were no significant differences in purchase intentions between abnormal ones and moderately abnormal ones. No significant differences in purchase intentions were also found between moderately abnormal ones and extremely abnormal ones. For non-organic abnormally-shaped foods, purchase intentions of normal fruits and vegetables were significantly higher than those of extremely abnormal ones. Moderately abnormal fruits and vegetables were significantly higher than those of extremely abnormal ones. However, there were no significant differences in purchase intentions between normal and moderately abnormal fruits and vegetables.
Results of study two revealed that the interaction between abnormally-shaped foods and levels of discount depth on purchase intentions was significant. For moderately abnormal fruits and vegetables, purchase intentions for discount depth of 70%, 60%, and 50% were significantly higher than those of 30 and 40%. However, there were no significant differences in purchase intentions among levels of 70%, 60%, and 50%. There were no significant differences in purchase intentions between levels of 30% and 40%. For extremely abnormal fruits and vegetables, purchase intentions for discount depth of 70% and 60% were significantly higher than those of 30% and 40%. However, there were no significant differences in purchase intentions between discount depth of 50% and any of the other levels of discount depth. In addition, there were no significant differences in purchase intentions between discount depth of 70% and 60%. No significant differences in purchase intentions were also found between discount depth of 30% and 40%. For discount depth of 70%, 60%, 50% and 40%, purchase intentions for moderately variable fruits and vegetables were greater than those of extremely abnormal ones. For discount depth of 30%, there were no difference between moderately variable fruits and vegetables and extremely abnormal ones. Implications of findings, limitations of the study, and recommendations for future research were discussed.

並列關鍵字

food shape abnormality ； organic labels ； discount depth ； purchase intention

參考文獻

Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. Journal of marketing, 56(2), 57-71. https://doi.org/10.1177/002224299205600205

Griskevicius, V., Tybur, J. M., & Van den Bergh, B. (2010). Going green to be seen: status, reputation, and conspicuous conservation. Journal of personality and social psychology, 98(3), 392. https://doi.org/10.1037/a0017346

中文部份

行政院農業委員會農糧署（2018）。有機農產品標章〔法律條文〕。上網日期：108年10月20日。擷取自：https://bit.ly/2QkgGGk。

有機農業全球資訊網（2019）。有機驗證機構與標章一覽表〔法律條文〕。上網日期：108年10月21日。擷取自：https://bit.ly/2Q4KTt4。