| 摘要: | 國人體重過重與肥胖問題為當前國民健康的重大議題，具高度便利性且含有各種營養素的減重代餐食品應此需求而出現，讓人在減少卡路里的同時，亦可保持健康，從市場開發角度進行觀察，代餐食品具極大發展潛力與市場成長空間，因此本研究針對消費者對於代餐食品減重認知與外在刺激認知進行探究，其目的在瞭解代餐食品減重及外在刺激認知與消費行為之影響。
本研究採問卷調查法，研究工具包括個人背景資料問卷、代餐食品減重認知問卷、外在刺激認知量表及消費行為調查表等四個部份，代餐食品減重認知問卷採測試題，而外在刺激認知量表與消費行為之滿意度部分則採李克特氏五點量表。本研究採立意與滾雪球取樣，以大台北地區年滿20歲具代餐食品消費經驗之435名消費者為研究對象，問卷回收後以統計套裝軟體SPSS12.0進行分析，統計項目包括次數分配、百分比、平均數、標準差、獨立樣本t檢定、單因子變異數分析（若具顯著差異時進行Scheffe事後檢定）、卡方檢定、皮爾遜積差相關與多元迴歸等方法進行分析。研究結果如下：
一、在代餐食品減重認知方面，消費者之「代餐減重實施」得分最高，而以「代餐營養知識」得分最低，且無論是各構面或整體得分，消費者總平均分數皆未達60分。
二、在外在刺激認知方面，消費者最重視「產品」，其次為「價格」，而以「文化」刺激重視程度最低；消費者對於消費行為滿意度，以「產品」滿意度得分最高，其次為「科技」，對於「價格」的滿意度則最低。
三、不同年齡的消費者在「代餐營養知識」具顯著差異；不同教育程度的消費者在「代餐減重實施」具顯著差異；平均月收入不同的消費者在「整體代餐食品減重認知」具顯著差異。
四、不同性別的消費者在「價格」方面具顯著差異；平均月收入不同的消費者在「通路」方面具顯著差異；飲食消費狀況不同的消費者在「價格」方面具顯著差異。
五、消費行為會因為「性別」、「教育程度」、「平均月收入」、「飲食消費狀況」、「減重動機」、「自覺健康狀況」、「身體質量指數」的不同而有顯著差異存在。
六、消費者對於代餐食品減重各構面（除代餐減重實施之外）與整體的認知程度，在消費行為之「消費金額」有顯著差異存在，低分組其消費金額為30元以下的比例較高分組來得高，高分組其消費金額為90元以上的比例較低分組來得高。
七、消費者對於外在刺激各構面因認知程度不同，則會在「消費頻率」、「購買決定因素」與「滿意度」等消費行為方面普遍具有顯著差異存在。
八、消費者之代餐食品減重認知程度與外在刺激認知僅有少部分相關性存在，顯示消費者之代餐食品減重相關知識的多寡，普遍不會影響對於外在刺激認知之結果。
九、外在刺激認知對消費行為滿意度之預測力達顯著水準，該迴歸模型聯合預測力為22％。外在刺激認知的「產品」、「價格」、「促銷」、「經濟」與「科技」等構面之迴歸係數有顯著差異存在。
At present, persons suffering from obesity or being overweight are major concerns of the national health; these conditions have led to the appearance of various weight-loss meal replacement that offer high convenience and a variety of nutrients, which could allow people to maintain their health while reducing their intake of calories. Observed from the perspective of market development, meal replacement still has huge development potential and abundant space for market growth, factors which prompted this study to explore the perception of consumers towards meal replacement, as well as other external stimuli, in regard to weight reduction. The aim was to understand the influence of consumer perception towards meal replacement and external stimuli on weight reduction and their consumption behavior.
The study adopted the questionnaire survey, where the research tools comprised a personal background questionnaire, perception questionnaire concerning meal replacement in regard to weight reduction, external stimulus perception scale, and a consumer behavior questionnaire. The perception questionnaire concerning meal replacement in weight reduction was composed of test questions, while the satisfaction measure of the external stimulus perception scale and consumer behavior questionnaire used a Likert 5-point scale. Purposive sampling and snowball sampling were used, and in total, 435 consumers in Taipei City who were over 20 years old and who had had meal replacement consumption experience served as subjects. After retrieval, the questionnaires were analyzed using SPSS 12.0 statistical package software; statistical items included: frequency distribution, percentage, mean value, standard deviation, independent sample t test, single factor ANOVA (Scheffe post-hoc test was used when there was significant difference), Chi-square test, Pearson product-moment correlation, and multiple regression. The results are as follows:
1.With the perception of meal replacement in weight reduction, the “meal replacement weight loss implementation” scored the highest, while the “meal replacement nutrition knowledge” scored the lowest. Meanwhile, no matter whether looking at some aspects or the entire score, the total average score of the consumers did not reach 60.
2.With the perception of external stimuli, consumers paid the most attention to “product” and then to “price”, while “culture” received the lowest attention; with regard to consumer satisfaction, “product” satisfaction scored the highest, followed by “technology”, while “price” scored the lowest.
3.The “meal replacement nutrition knowledge” of consumers of different ages showed significant differences; consumers of different educational level also showed significant differences in “meal replacement weight loss implementation”; and consumers with different average monthly income showed significant difference in the “overall weight loss perception of meal replacement.”
4.Consumers of different genders showed significant differences in their valuation of “price”; those with different average monthly income varied significantly in the “product market access”; and those with different diet consumption situations also showed significant differences in regard to “price”.
5.Consumer behaviors showed significant differences with “gender”, “educational level”, “average monthly income”, “diet consumption situation”, “weight-loss motivation”, “perceived health status” and “body mass index”.
6.With the level of perception of consumers in regard to each aspect (except the meal replacement weight loss implementation) and the entirety of the meal replacement in weight reduction, there was significant difference in the “amount of consumption” of the consumer behavior: the percentage of the amount of consumption being less than $30 in the low-score group is higher than the high-score group, and that of the amount of consumption being more than $90 in the high-score group is higher than the low-score group.
7.As the level of perception of the consumers in the various aspects of the external stimuli differed, their consumption behavior such as “consumption frequency”, “purchase determinant”, “satisfaction” also showed significant differences.
8.The level of perception of consumers towards meal replacement in weight reduction only had a slight correlation with their perception of external stimuli, which shows that the knowledge of the consumers concerning meal replacement in weight reduction generally does not influence the result of their perception of the external stimuli.
9.The predictive power of the perception of external stimuli on the satisfaction of consumer behavior reached a significant level; the joint predictive power of the regression model was 22%. The regression coefficients of the “product”, “price”, “sales promotion”, “economy”, and “technology” aspects in the perception of external stimuli all showed significant differences. |
