| 摘要: | 研究者訴求自然就是美、健康就是美為美的終極目標。
本研究主要探討消費者對食材認知、消費行為與身心健康美學之現況、差異情形及其相關性，本研究採立意抽樣方式進行問卷調查法以臺灣大臺北地區20歲以上購買食材消費者為研究對象，共計收集500份，有效問卷為384份，有效率為76.8 %。研究工具包含個人背景變項資料表、食材認知量表、消費行為量表與身心健康美學量表，以應用軟體SPSS for Windows20.0進行描述性統計、獨立樣本t檢定、單因子變異數分析、雪費事後比較、卡方檢定、皮爾森積差相關以及多元迴歸分析等統計方法進行分析，其分析結果如下：
一、不同背景消費者分佈百分比分別以女性、年齡40-49歲、學歷為大學、畢業科系為社會科學相關科系、職業為家管、小家庭、工作平均時數為八小時及月收入50,001-75,000元 為最多。且對於食材認知、消費行為及身心健康美學差異分析結果除學歷為研究所以上外，其他各項同前所提皆比其他變項比較達(p<0.05)達顯著水準。
二、消費者均多為不知道現今最新鮮及最安全的食材選購地點。
三、消費者食材認知與消費行為呈非常顯著(p<0.01)正相關。
四、消費者身心健康與身心健康美學呈非常顯著(p<0.01)正相關。
五、食材認知與消費行為對身心健康美學有非常顯著(<0.01)預測力。
根據上述研究結果，建議如下：
1.要強化未來購買者之食材與健康的相關認知的教育。
2. 讓消費者清楚、明確知道如何購買、何處購買新鮮安全的食材。
3.推廣自然就是美，健康就是美的理念，從食材選購做起。
The nature and health are our goal of true beauty. Therefor, this study was aimed the consumer awareness of food ingredients, behavior and physical and psychological health aesthetics difference and their correlation. This study was conducted by purposive sampling with questionnaire at Taipei area . The respondents were over the age of 20 with purchase ingredients experience. A total of 500 persons’ data were collected but only 384 was 76.8% was effective.
Research tools were including variables table of personal back-ground ,cognition of food ingredients, consumption behavior and phys-ical and psychological health aesthetics with application software SPSS for Windows20.0 descriptive statistics, independent samples t test, one-way analysis of variance, sheffee’s test, chi-square test, Pearson prod-uct-moment correlation and multiple regression analysis. The results are as follows:
1. Different personal background were shown highest among the groups of female with aged 40-49 years old, the university gradua-tion, the department of social sciences related, career housewife , small families and average eight hours of working time and monthly income NT$ 50,001-75,000.
Consumer awareness of ingredients, behavior and health aes-thetic were indicated that all the items same as previous but the group of graduate school and above only was different shown signif-icant difference(p<0.05) compared with other variables.
2. Consumers did not know where can buy the freshest and safety in-gredients.
3. The consumer awareness and consumer behavior had highly signifi-cant (p <0.01) positive correlation.
4. Physical and psychological health and their related health aesthetics was extremely significant (p <0.01) positive correlation.
5. Food ingredients cognition and consumer behaviors to physical and psychological health aesthetics were show a very significant (p<0.01) predictive power.
The suggestions based on the results are as follow：
1. Strengthen the awareness by education on the food ingredients, and physical and psychological health aesthetic in future.
2. Strengthen and inform the consumers very clearly on how and where to buy the fresh and safety food ingredients.
3. Strengthen the concepts of the nature and health are the true beauty started from buying the fresh and safety food ingredients. |
