剩食開發新產品之品牌態度及購買意願探討：以社區依附為調節變項

「剩食」的議題越來越受到社會的關注，剩食不但造成浪費也對環境帶來負面影響！本研究旨在探討利用消費者對利用剩食加工製成的產品的知覺風險以及消費者的利他性是否影響消費者對剩食加工產品的品牌態度及購買意願，並且以社區依附為調節變項。亦探討消費者對剩食加工產品的購買意願是否因品牌態度的中介效果影響而有所改變？本研究以透過問卷調查的方式，針對南台灣地區有自主消費能力的大眾總計發了500份問卷，回收了364份有效問卷進行研究分析。利用信度分析、區別效度、相關分析以及迴歸分析等作為本研究的研究分析方法，驗證本研究的假說成立。結果發現消費者對剩食加工產品品牌的知覺風險的確對品牌態度及購買意願帶來負面的影響。而利他性心理能夠使消費者對於剩食加工產品品牌有正向的品牌態度並提高購買意願。品牌態度在模型中的確扮演中介的角色，社區依附的調節效果亦被驗證。由本研究結果得知，具利他性的消費者將對剩食加工品較有接受度，而減輕知覺風險並加強社區依附將對發展剩食加工品品牌及購買意願有所幫助。

關鍵字

剩食加工；知覺風險；利他性；社區依附；品牌態度；購買意願

並列摘要

“Leftover” will cause more wasting and bring negative impacts on environment, so the society is getting more attention to this issue. The purpose of this study was to explore whether the perceived risk of consumers on products made from processed leftovers and whether the altruistic of consumers influence consumers' brand attitudes and purchase intentions on leftover processed products, and the moderator effect of community dependence. It also explores whether consumers' purchase intention on leftover processed products has changed due to the mediating effect of brand attitudes? This research is based on 500 surveys from Southern Taiwan, with 364 valid samples. We examine our hypothesis with reliability analysis, correlation analysis, regression analysis. It was found that consumers' perceived risk to the brand of leftover processed products did have a negative impact on brand attitude and purchase intention. The altruism can enable consumers to have a positive brand attitude towards the brand of leftover processed products and increase their willingness to purchase. Brand attitudes did play the mediating role in the model, and the moderating effect of community attachment was also verified. From the results of this study, it is known that consumers with altruism will be more accepting of leftover processed products. Mitigating perceived risks and strengthening community attachment will help to develop the brand of leftover processed products and the purchase intention.