醜食產品購買障礙與購買意願之關係

The Relationship between Purchase Deterrents and Purchase Intention on Suboptimal Foods

劉俐萍(Li-Peng Liew)

指導教授 ： 鄧旭茹 ； 葉彦宏

中山醫學大學/健康管理學院/健康餐飲暨產業管理學系碩士班/碩士(2018年)

摘要

全球食物浪費問題嚴重，世界糧食計畫署倡導購買醜食產品，然台灣對於醜食產品名稱、通路、價格及推廣尚未取得共識，可能對消費者形成購買障礙並影響購買意願。為此，本研究分別探討三種醜食產品（外型不佳的蔬果、即將到期的即期品及包裝折損食品）四大購買障礙：價格、取得性不足、風險知覺及信任感缺乏與購買意願之關係。
本研究針對台灣471位醜食購買者進行問卷調查。研究發現：價格、取得性不足、知覺風險及信任感缺乏對購買意願皆具負向顯著影響，而產品類型對購買障礙與購買意願的關係具干擾作用；外型不佳的蔬果之價格、知覺風險及信任感缺乏具負向顯著影響；即期品及包裝折損食品，則僅信任感缺乏具負向顯著影響。建議廠商針對不同醜食產品類型，增加取得性、能見度及說明，吸引消費者注意，並強化其信任感及降低對安全性和健康性的知覺風險。再配合折扣促銷，降低價格，提高對醜食產品的購買意願。

關鍵字

醜食產品 ； 購買障礙 ； 產品類型 ； 購買意願

並列摘要

Due to the serious global food waste problem, the World Food Programme (WFP) is advocating the food recovery plan, including purchasing suboptimal foods. However, previous studies related to the name, marketing, price or promotion of suboptimal foods in Taiwan are still under developed. Hence, this study aims to explode the relationships between purchase deterrents and purchase intention among three types of suboptimal foods, including visually abnormal vegetables and fruits, close-to-expiration-date products and damaged packaging food.
A total of 471 valid questionnaires were collected from suboptimal foods’ purchasers in Taiwan. The results indicate that price, insufficient availability, risk perception and lack of trust significantly and negatively affect purchase intention. Moreover, product types contribute significant moderating effects on the relationship between purchase deterrents and purchase intention. For visually abnormal vegetables and fruits, price, risk perception and lack of trust significantly and negatively influence purchase intention; While for close-to-expiration-date products and damaged packaging food, lack of trust is the only crucial factor. These findings suggest that marketing managers shall emphasize on availability, obvious visibility and price discount according to different product types. Moreover, clear label with promotion may decrease consumers’ risk perception and enhance the trust, which might be applicable strategies to increase the purchase intention.

並列關鍵字

Suboptimal Food ； Purchase Deterrents ； Product Type ； Purchase Intention

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