素食早餐之消費動機對功利與享樂價值、購買意圖之影響

The Consumption Motive of Vegetarian Breakfast has an Effect on the Value of Utilitarian and Hedonic, and Buying Intentions

邱芝寗(Jhih-Ning Chiu)

指導教授 ： 蔡子安

國立臺中科技大學/資訊與流通學院/流通管理系碩士班/碩士(2017年)

摘要

隨著養生意識抬頭，全球素食人口不斷增加，對素食需求也大幅提升。美國有線電視新聞網（CNN）公佈全球十大熱門的素食景點中，台灣是其中之一，全台大約有13%的鄉鎮及170萬人是素食者。而在2016年行政院主計處公布最新外食人口調查，也顯示國人一天中的外食比例以早餐最高，早餐外食比例佔65%、超過1100萬人，根據以上統計資料得知，素食的市場正在蓬勃發展。
本研究主要目的是探討素食早餐之消費動機（原料天然、健康、喜好、價格、環境保護、追求變化、視覺吸引）對功利與享樂價值、購買意圖之影響，以台中現有之三家素食早餐店：3V養生密碼、胖爹蔬食早餐及南門味聖早餐之消費者為研究對象。研究結果顯示：素食早餐之消費動機對功利價值與享樂價值皆具有正向顯著影響，而功利價值對購買意圖也具有正向影響；享樂價值與消費動機對購買意圖皆不具顯著影響；根據以上結果得知，素食早餐為具有功利價值的商品，進而影響消費者的購買意圖。

關鍵字

素食早餐 ； 消費動機 ； 功利價值 ； 享樂價值 ； 購買意圖

並列摘要

With the rise of health awareness, the global vegetarian population continues to increase, the demand for vegetarian food also increased significantly. CNN announced Taiwan is one of the top 10 popular vegetarian attractions in the world,. In 2016, the Executive Yuan announced the latest food population survey, also shows that the proportion of people in the day to eat the highest breakfast, breakfast food accounted for 65% of the proportion of more than 11 million people, according to the above statistics that the vegetarian market is booming development .
The main purpose of this study is to explore the consumption motive of vegetarian breakfast (natural, healthy, preferences, price, environmental protection, the pursuit of change, visual appeal) on the utilitarian and hedonic value, the purchase of the intention to Taichung existing three vegetarian breakfast shop of the consumer as the object of study. The results show that the consumption motive of vegetarian breakfast has a significant positive effect on utilitarian value and hedonic value, and utilitarian value has a positive effect on the purchase intention. The hedonic value and consumption motive have no significant influence on the purchase intention. According to the above results That vegetarian breakfast for the utilitarian value of goods, thereby affecting the purchase intention of consumers.

並列關鍵字

vegetarian breakfast ； the consumption motive ； utilitarian value ； hedonic value ； buying Intentions

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