| 摘要: | 本研究目的在探討熟年世代族群對蛋糕商品之消費動機與需求之現況，並分析不同「個人背景變項」與「消費動機」及「消費需求」間彼此之相關性。本研究對象為新北市47-65歲市民，係以便利取樣方式，進行問卷調查，該問卷包含「消費動機量表」17個題項，及「消費需求量表」15個題項，共計32題，問卷發放樣本數為500份，共回收493份，有效問卷為428份，有效問卷回收率為85.6%。本研究問卷回收後，分別以敘述統計、單一樣本t檢定、獨立樣本t檢定、單因子變異數分析、雪費事後比較法、皮爾森積差相關、以及多元迴歸等統計方法加以分析。
一、本研究結果發現「年齡」較輕、「BMI」值在正常範圍的「女性」，購買意願較顯著，「每月可支配金額」與「教育程度」愈高，對「品牌」愈有一定的堅持，「獨居」者對低價的需求大過「與配偶同住者」，「無慢性病」者因消費頻率較「有慢性病」高，因此，對「便利」性的要求也高過「有慢性病」。
二、本研究問卷中，有「每月可支配金額」及「是否有下列慢性疾病」等較個人化題項，為避免因開放式直接作答，而阻礙回答意願，本研究在
填答上設計為區塊式勾選。且填答採自由心證，相信受試者為誠實作答。
另本研究對象係針對新北市地區，其涵蓋面甚廣，因研究者人力、時間及經費之考量，在問卷發放上，無法全面顧及每個區域，研究結果推論上，有所限制。
本研究經結果分析後，做一綜合整理，並提出建議針對目標市場、商品屬性、行銷策略分別說明，以作為食品相關業者、政府單位、食品廠商及未來研究者之運用參考。
With the aim of exploring the status quo of consumer’s motivation and needs of the mature age generation towards cake products, this study conducts an analysis of the correlation between different “personal background variables” and “consumer’s motivation” as well as “consumer’s needs” Targeted at citizens at the age from 47 to 65 in New Taipei City, a questionnaire survey with 32 questions was used including consumer’s motivation scale with 17 questions and consumer’s needs scale with 15 questions. Among the 500 questionnaires, 493 were returned while 428 were valid (response rate = 85.6%). After the date collection, descriptive statistics, one sample t-test, independent sample t-test, one-way ANOVA, Scheffé, Pearson correlation, multiple regression analysis and other statistical methods were adopted for analysis.
The findings of the study are as follows women with younger age and normal BMI have more significant demand on the cake products consumption. The more their monthly disposable amount is and the higher their education degrees are, the more loyal they are to the brands.In the addition singled will consider more about the price than those living with their spouses, while people without chronic diseases have much higher demand on convenience than others due to their frequent consumption.
However, the study result has its potential limitations because of the subjects’ reservation to some private questions, such as, “What is your the monthly disposable amount” and “Do you have the following chronic diseases?”
With a series of comprehensive analysis suggestions were put forward and stated respectively towards the targeted market, the product attributes and the marketing strategies, thereby providing reference for the food-related businesses, government organs, and food manufacturers. |
