手搖茶飲之消費風險認知與消費行為

手搖茶飲已風行數年，由於國內食品安全事件頻傳，導致消費者也相當關注茶葉、添加物等的安全性。本研究旨在探討消費者對手搖茶飲的消費風險認知及消費行為。就18歲以上之消費者為對象，採取便利取樣之方式，以問卷調查法蒐集資料，共取得427份有效問卷。所得資料以SPSS 20.0進行描述性統計、獨立樣本t檢定、單因子變異數、及皮爾森積差相關等分析。有飲用經驗者中7成以上每週頻率為1～2次，以年齡18～40歲比例共佔該屬性7成5為最高。消費風險認知整體及其「食安事件」、「健康風險」因素中有部分會受到性別、年齡、婚姻狀況、職業、工作年資、月收入之影響。消費行為方面，飲用者僅「消費信心」因素受到教育程度之影響；非飲用者僅在消費行為整體及「產品選擇」因素中受到教育程度、婚姻狀況之影響。建議針對消費風險認知得分較低的18～22歲或未婚族群多加宣導，以培養健康的消費行為。

關鍵字

手搖茶飲；風險認知；消費行為

並列摘要

Hand-shaking tea had became a popular drink for many years. Consumers are conserning about safety of tea leaves and additives in these drinks due to food safety events occurred in Taiwan. This study was designed to investigate the consumers' risk awareness and behavior of hand-shaking tea. Totally, 427 valid questionnaires data were collected by using convenience sampling method for consumers over the age of 18. Descriptive statistics, independent t-test, ANOVA, and Pearson correlation analysis were conducted for data analysis by using SPSS 20.0. The results indicated that among 70% of hand-shaking beverages consumer intaked 1~2 times per week; 18~40 year old accounted for the highest percentage (about 75%) of age attributes. Total consumer risk awareness and their factors, food safety events and health risk, were influenced by gender, age, marital status, occupation, working years, and monthly income. Consumer confidence factor of consumer behavior of hand-shaking tea drinkers were only affected by education level; non-drinkers total consumer behavior and product choice factor were influenced by education level and marital status. There were significant but low correlation between consumer risk awareness and consumer behavior, except for consumer confidence factor. More propaganda on the awareness of consumption risks should be conducted toward unmarried or age groups between 18 and 22 for their low risk-awareness level, thus to cultivate their healthy consumer behavior.

並列關鍵字

Hand-shaking tea ； Risk awareness ； Consumer behavior

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手搖茶飲之消費風險認知與消費行為

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