杏鮑菇消費者購買行為

杏鮑菇營養成分高，有助於減肥改善脂肪肝、調節血壓降低膽固醇、保護肝臟有助飲食計畫，而這些功效需要讓消費者對杏鮑菇更深一層的認知。本研究探討杏鮑菇消費者購買行為，並加以分析杏鮑菇產業現況。本研究採用量化研究，收錄方式為Google線上問卷表單，共發出400份研究問卷，回收371份研究問卷，有效問卷率為92.75%。統計工具分別為敘述性統計、信度分析、效度分析、t檢定、單因子變異數分析、皮爾森積差相關分析及迴歸分析。本研究發現，消費者杏鮑菇的涉入程度對消費情緒有顯著正向影響效果；消費者杏鮑菇的消費情緒對消費行為有顯著正向影響效果；消費者杏鮑菇的涉入程度對消費行為有顯著正向影響效果；涉入程度、消費情緒及消費行為三者間存在著正相關。本研究建議杏鮑菇相關產業需要強化涉入程度才能有效提高消費情緒，進行引發消費情緒創造消費行為。

關鍵字

杏鮑菇；涉入程度；消費情緒；消費行為

並列摘要

Pleurotus eryngii has high nutritional content, which can promote weight loss and improve fatty liver, regulate blood pressure and lower cholesterol, and improve fatty liver protection and liver protection and help diet plan. These effects need to make consumers better understand. The collection method is Google’s online questionnaire form. A total of 400 research questionnaires were sent out, and 371 research questionnaires were recovered. The effective questionnaire rate was 92.75%. The statistical tools are narrative statistics, reliability analysis, validity analysis, t-test, single factor analysis, Pearson correlation analysis, and regression analysis. This study found that the degree of consumer involvement in Pleurotus eryngii has a significant positive effect on consumer sentiment. Consumer sentiment of Pleurotus eryngii has a significant positive effect on consumer behavior; The degree of consumer involvement in Pleurotus eryngii has a significant positive effect on consumer behavior; There is a positive correlation between the degree of involvement, consumer sentiment and consumer behavior. This study suggests that Pleurotus eryngii-related industries need to increase their involvement in order to effectively increase consumer sentiment and initiate consumer sentiment to create consumer behavior.