消費者對麵包產品認知、購買動機及購買意願之關係

接連爆發的食品安全問題已造成社會恐慌，日前訴求天然麵包卻添加化學香精欺騙消費者之不法業者，更導致消費者對麵包產品諸多疑慮，且使正派經營之烘焙業者業績大受影響，烘焙業者要如何因應食安問題，並瞭解消費者購買行為，扭轉消費者對麵包產品之信心則刻不容緩。本研究目的是探討消費者對麵包產品認知，及其對購買動機與購買意願之關係。以隨機採樣調查高雄市地區有購買過麵包經驗者。統計分析結果顯示，不同背景消費者對麵包產品認知有顯著差異；不同背景消費者背景對麵包購買動機有顯著差異；不同背景消費者對麵包購買意願是有顯著差異；不同的產品認知對購買動機有顯著差異；不同的產品認知對購買意願有顯著差異；產品認知、購買動機與購買意願之間有顯著差異。以上結果建議烘焙業者加強消費者之麵包產品認知，將可提高消費者之購買動機及購買意願。

關鍵字

麵包；產品認知；購買動機；購買意願

並列摘要

Food safety issues have caused serious problems for consumer health. The consumer is suspicion the bread with many food additives. It is necessary to understand the consumer behavior for bread. The purpose of this study is to discuss the relationship among product perception, purchasing motivation, purchasing intension for bread by consumer. The samples was random selected the purchasing experience of bread in Kaohsiung city. The statistical result shows the significant different between consumer background and product perception of bread, the significant different between consumer background and purchasing motivation of bread, the significant different between consumer background and purchasing intention of bread, the significant different between product perception and purchasing motivation of bread by consumer, the significant different between product perception and purchasing intention of bread by consumer, the significant different among product perception and purchasing motivation and purchasing intention of bread by consumer. This results suggested the bakery is have to understand the product perception and then, its will increase purchasing motivation and purchasing intension of bread by consumer.