天然與有機食品宣傳詞彙對消費者購買意願之研究

A Study of Natural and Organic Food Products Propaganda Words in Purchase Intention for Consumers

魏文宏(wen-hung Wei)

指導教授 ： 陳筱琪

中原大學/商學院/企業管理研究所/碩士(2012年)

https://doi.org/10.6840/cycu201200400

摘要

現代人健康意識逐漸提升且對於食品品質要求漸高，促使食品廠商關注於「天然」與「有機」相關議題。唯消費者購買意願是否會受到「天然」與「有機」之牽動，則需進一步探討驗證，因此，本研究目的旨在探討食品包裝上標註的詞彙是否影響著消費者購買意願，亦或是消費者擁有的產品知識及在不同食品類別中是否會產生不同的購買意願。
本研究由文獻回顧過程發展各構面的問卷，並採實驗設計的方法，以天然與有機詞彙作為自變數，並以消費者對有機食品的知識及食品類別作為干擾變數，探討對應變數購買意願的影響。透過隨機抽樣方式進行網路問卷調查，統計方法上以單因子變異數分析、獨立樣本t檢定進行研究假說之檢定。
本研究發現，當探討產品包裝上標註天然或有機食品宣傳詞彙時，確實會牽動消費者的購買意願，但當消費者擁有高產品知識時，則會依據本身擁有的產品知識進行食品選購，不易受到不同詞彙的影響，相反地，產品知識低的消費者易於受到宣傳詞彙的牽動影響；此外，在不同食品類別上發現，消費者於有機蔬果選購上要求之食品安全與信任度較高，故不同宣傳詞彙會有差別，而在加工食品類別上，則不論天然或有機的宣傳詞彙都有影響性，因消費者在意的是食品中額外的人工添加劑。

關鍵字

購買意願 ； 加工食品 ； 生鮮蔬果 ； 產品知識 ； 有機 ； 天然

並列摘要

Nowadays, the health conscious and food quality are more and more important for modern people that push food manufacture to focus on health issues especially “nature” and “organic” subject. Does “nature” and “organic” products affect consumer purchase intention?
This research tends to discuss as following: does the consumer purchase intention will be affected by the food label on the packaging? Or Does the consumer purchase intention in different food categories will be affected by the product knowledge that consumer owns?

This study was supported by the literature review process, the development of each aspect of the questionnaire as independent variables and experimental design methods to the natural and organic vocabulary, and consumers of organic food knowledge and food categories as interference variables to explore the corresponding variable Purchase Intentionimpact. Internet survey, carried out through random sampling and analysis of statistical methods to the one-way ANOVA, independent sample t test the research hypothesis of the test.

This research provides finding as following, it is true that the consumer purchase intention would be affect by the packaging label of “nature” or “organic”, if the consumer who are with high product knowledge would not be affected by the packaging label. Consumers would purchase products by their own food knowledge. Conversely, the consumers who are with low product knowledge would easily be affected by the packaging label. In addition, this research also finding, consumers request safety and reliable foods in different food categories for buying organic fruits and vegetables. Therefore, the different packaging label would course different purchase behavior. However, no matter what vocabularies “nature” or “organic” are printing on the packaging in reprocess foods that does affect consumer purchase behavior.

並列關鍵字

purchase intention ； fresh vegetables and fruits ； processed foods ； nature ； product knowledge ； organic

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