消費者對複合酵素食品認知及行銷刺激與消費行為之研究

CCUR > College of Environmental Planning & Bioresources > College of Agriculture > Department of Applied Science of Living & Graduate Institute of Applied Science of Living > thesis > Item 987654321/27081

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Title:	消費者對複合酵素食品認知及行銷刺激與消費行為之研究 A Study on Food Cognition, Marketing Stimulus and ConsumerBehavior of Enzymes Complex Food Consumers
Authors:	洪秀雲
Contributors:	生活應用科學系碩士在職專班
Keywords:	保健食品複合酵素食品認知行銷刺激再購意願消費行為 Health food Enzymes complex food cognition Marketing stimulus Repurchased intention Consumer behavior
Date:	2013
Issue Date:	2014-03-07 15:11:44 (UTC+8)
Abstract:	由於高齡人口增多、生活型態改變及飲食習慣不佳，造成肥胖及慢性疾病人口比率增加，預防慢性病成為當今國民健康的重大課題，使得消費者重視瞭解養生觀念與保健食品之認知。愈來愈多消費者服用保健食品，作為補充營養、預防疾病及維持身整體健康的營養補充品。複合酵素食品屬於保健食品的一類，研究顯示複合酵素食品是有益健康的營養補充品。近年來，有幾項研究指出複合酵素食品具有開發潛能，銷售也逐漸成長。本研究旨在探討複合酵素食品消費者與非消費者在產品認知、行銷刺激與消費行為方面的差異情形，本研究亦計畫探討消費者的產品認知、行銷刺激及消費行為之間的相關情形。本研究採用問卷調查法，抽樣採用「立意抽樣」（Purposive Sampling）方式，以大台北地區，包括台北市、新北市，年滿20歲以上曾經食用與未曾食用複合酵素食品之消費者為研究母群體。研究工具包括人口學特質調查表、複合酵素食品認知、行銷刺激及消費行為量表。正式問卷施測為450份，獲得有效樣本數432份，有效回收率96%。所得資料以統計套裝軟體 SPSS for Windows 19.0進行分析，統計項目包括描述性統計、獨立樣本t檢定、單因子變異數分析、卡方檢定、皮爾森積差相關與多元迴歸等統計方法加以分析。研究結果歸納如下：一、在複合酵素食品認知方面，食用者比未食用者之「複合酵素食品認知」得分較高，顯示食用者對於複合酵素食品之相關知識較重視，有較高的認知程度。二、在行銷刺激方面，消費者對於「產品」的重視程度最高，其次為「價格」，而以「廣告」的重視程度最低，其整體行銷刺激屬於「中高」之重視程度。且在行銷刺激對於再購買意願的影響，以「產品」面向得分最高，其整體再購買意願屬於「中高同意」之意願程度。三、不同的人口學背景變項「性別」、「教育程度」、「經濟狀況」在「複合酵素食品認知」達顯著差異。四、不同的人口學背景變項「性別」、「年齡」、「教育程度」、「婚姻狀況」、「經濟狀況」、「自覺健康狀況」、「身體質量指數」在「行銷刺激」達顯著差異。五、消費行為會因「性別」、「年齡」、「教育程度」、「婚姻狀況」、「經濟狀況」、「自覺健康狀況」、「身體質量指數」之不同而有顯著差異。六、複合酵素食品認知程度不同之消費者在消費行為「再購買意願」構面達顯著差異。七、行銷刺激不同的消費者在消費行為「食用頻率」、「購買頻率」、「消費金額」、「消費種類」、「購買通路」、「購買資訊來源」、「再購買意願」、「願意推薦親友購買」八個構面，皆有顯著差異。八、消費者之複合酵素食品認知與行銷刺激之所有構面與整體行銷刺激，皆呈現顯著正相關，顯示消費者會因個人酵素食品認知程度的高低，而影響行銷刺激之認同結果。九、根據多重線性迴歸分析顯示行銷刺激對於消費行為的再購買意願之預測力達顯著水準，該迴歸模式具有聯合預測力為23%。且行銷刺激之「價格」、「促銷」與「廣告」等迴歸係數皆達顯著水準。 With an increase in the ratio of elderly population and changes in lifestyle and eating habits, it is evident that the number of patients with obesity and chronic diseases increased. Therefore, obesity and chronic diseases preventions are important issues for citizen health. People attach importance to the knowledge of health and health foods. More and more people are taking the health foods as nutrition supplement for health and disease prevention. Enzymes complex food is one item of health food, there were several lines of evidences have shown that the enzymes complex food is wholesome nutrition supplement. In recent years, enzymes complex food exhibits great potential for development, and sales gradually growing. This study aimed to explore the differences of product cognition, awareness of marketing stimulus, and consumer behavior between consumers and non-consumers of enzymes food. This study also purposed to investigate the correlation among product cognition, marketing stimulus, and consumer behavior of enzymes complex food consumers. The research instruments included four sets of questionnaire: demographic characteristics, enzymes complex food cognition, marketing stimulus, and consumer behavior questionnaires. The participants of this study were recruited by purposive sampling method form the citizens of Taipei Area, including Taipei City and New Taipei City. The consumers and non-consumers of enzymes complex food aged more than 20 years old were recruited for questionnaire survey. There were 450 questionnaires distributed and 432 questionnaires valid, the ratio of effective questionnaires was 96%. The collected data was analyzed by descriptive statistics, independent sample t test, one-way ANOVA, chi-square test, Pearson correlation analysis and Multiple Linear Regression. The following is a list of nine findings of this study. 1. In terms of research participant enzymes complex food cognition, the scores of consumers of enzymes complex food were higher than that of non-consumers. These results indicate consumers of enzymes complex food pay more attention to learn the knowledge of enzymes complex food. 2. In terms of marketing stimulus, enzymes complex food consumer attached great importance to “product” dimension, followed by the “price”, however, the lowest agree degree of attached importance was the "advertisement". Overall degree of attached importance to marketing stimulus was medium-high agree level. With regard to repurchased intention, “product” dimensions scored the highest degree of willingness. Overall degree of repurchased intention was medium-high agree level. 3. The valid attributes for the interpretation on enzymes complex food cognition included three demography characteristics variables, i.e. "sex", "educational level", "personal financial situation”. 4. The valid demography attributes for the interpretation on awareness of marketing stimulus included seven variables, i.e. "gender", "age", "educational level", "marital status", "personal financial situation", "personal health status perception", "body mass index". 5. The valid demography attributes for the interpretation on consumer behavior included seven variables, i.e. "gender" , "age", "education level", "marital status", "personal financial situation", "personal health status perception", "body mass index". 6. There were significant differences among consumers with different levels of enzymes complex food cognition in "repurchased intention" dimension of consumer behavior. 7. There were significant differences among consumers with different levels of marketing stimulus awareness in eight dimensions of consumer behavior, i.e. "eating frequency", "purchase frequency", "purchase amount", "purchase enzyme food types", “purchase path”, "purchasing information sources", "repurchased intention", "willing to recommend relations/friends to buy". 8. Enzymes complex food cognition was positively correlated with marketing stimulus and all of its dimensions. These results suggest that the awareness of consumers to marketing stimulus was influenced by enzymes complex food cognition. 9. Multiple Linear Regression analyses showed marketing stimulus as a stronger predictor of repurchased intention of consumer behavior compared to enzymes complex food cognition, the joint predictive power was 23%. The dimensions of marketing stimulus, “Price”, “promotion” and “advertisement”, can significantly predict repurchased intention of enzymes complex food.
Appears in Collections:	[Department of Applied Science of Living & Graduate Institute of Applied Science of Living ] thesis

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