消費者選購行為與選擇動機對乾香菇認證支持度之影響

Effects of Purchasing Behavior and Choice Motivation of Consumers on Support Dried Mushroom Authentication

李佳玲(Chia-Ling Lee) ； 邱旻恆(Min-Geng Chiu) ； 劉世詮(Shih-Chuan Liu) ； 陳美伶(Mei-Ling Chen)

《臺灣營養學會雜誌》 31卷2期 (2006/06) Pp. 59-67

https://doi.org/10.6691/NSJ.200606_31(2).0004

摘要

本研究目的在探討消費者選擇乾香菇的動機與選購行為，以了解其對本土乾香菇品牌認證支持度。研究採用問卷調查法，以超市、大賣場、人潮多的地方之成人為受測對象，有效回收391份問卷。結果發現，約70%受訪者不願購買大陸乾香菇。乾香菇的健康、便利、體重控制、是安全衛生食品及家人會影響受訪者對乾香菇的選擇與喜歡程度。對乾香菇有較強認同及喜歡程度，其對於乾香菇品牌認證支持度較高，而年齡在46歲以上者對於乾香菇品牌認證支持度最高。若本土乾香菇因品牌認證制度，價格因而提高時，喜歡乾香菇程度高者較低願意購買，而乾香菇有益健康與購買容易亦會影響其購買意願。本研究顯示，未來如推動本土乾香菇品牌認證，消費者將會支持。

關鍵字

品牌認證 ； 食物選擇動機 ； 選購行為

並列摘要

The purpose of this study was to investigate the choice motivation, purchasing practices, and support dried mushroom authentication. This research used a questionnaire, and 391 adults were sampled from supermarkets and the other places full of people. Results showed that 70% of respondents did not want to buy dried mushroom from China. Factors affecting preference and choice of dried mushroom were health, convenience, weight control, food safety, and familiarity. The more recognition and preference, the more support was for authentication. Respondents above 46 years old indicated the highest support. If the price of Taiwanese dried mushroom was more expensive due to the authentication process, then the purchasing decision was affected by preference, health, and convenience. This research indicated that consumers will support authentication of Taiwanese dried mushroom in the future.

並列關鍵字

authentication ； choice motivation ； purchasing behavior