消費者對手搖茶飲的消費風險認知及消費行為之研究

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Title:	消費者對手搖茶飲的消費風險認知及消費行為之研究 The Effects of Risk Awareness of Hand-Shaking Beverages on Consumer Behavior
Authors:	吳瑞華
Contributors:	生活應用科學系碩士在職專班
Keywords:	消費風險認知手搖茶飲食品安全消費行為 Consumer Awareness of Risk Hand-shaking Beverages Food Safety Consumer Behavior
Date:	2016-06
Issue Date:	2016-08-11 12:39:11 (UTC+8)
Abstract:	隨著生活水準提高，消費風險認知也逐年昇高，這幾年爆發的「塑化劑危機」、「毒澱粉事件」、「毒茶葉事件」等食品安全事件，使得消費者更留意手搖茶飲的品質，並改變其消費行為。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，目的為：一、探討消費者對於「食安事件」、「健康風險」的消費風險認知及消費行為的差異情形。二、探討消費者對於消費風險認知或消費行為的表現是否因不同背景變項而有顯著差異情形。三、探討消費者消費行為與消費風險認知之間的相關性。本研究採問卷調查法進行資料蒐集，以便利取樣之方式，針對年滿 18 歲以上使用手搖茶飲之消費者為調查對象，共計回收有效問卷 427 份。所使用的研究工具經專家效度問卷與預試信效度分析後調整部分題項，包含個人基本資料 9 個題項、消費風險的認知 21 個題項及消費行為 10 個題項，合計共 40 個題項。問卷以 SPSS 20.0 進行描述性統計分析、獨立樣本 t 檢定、單因子變異數分析、及皮爾森積差相關等分析法加以分析。結果發現多數消費者認知到手搖茶飲的消費風險（塑化劑78%、毒澱粉66%、香料94%、人工糖漿92%、反式脂肪酸92%、食品添加物94%、農藥84%)，但對手搖茶飲造成如焦慮、失眠、上癮等精神傷害的看法較分歧。屢屢發生的食安事件也讓消費者對政府（54%)和法律（57%)失去信心，但對廠商和食安標章較為中立。由單因子變異數分析也可得知消費者個人背景對風險認知有顯著影響，尤其是婚姻狀況、職業、年資、月收入、性別、年齡，而教育程度、體位、飲茶頻率（每週)對整體消費風險認知並無顯著影響。消費者風險認知與消費行為（除「消費信心」外)之間有低度但顯著正相關。可知手搖茶飲食安事件過去一年之後，消費信心已無明顯影響。 As living standards improve, the consumer awareness of risk has increased year by year. Recent years, “Plasticizer crisis”, “Poisonous starch crisis,” “Poisonous Tea crisis” and other food safety incidents, make consumers pay more attention to the quality of hand-shaking beverages, and to change their consumer behaviors. This study was designed to investigate the consumer awareness of risk and behaviors of consumers of hand-shaking beverages. The purposes are: 1. To study the deviation between consumer awareness of risk and behaviors to the food safety events and health risks; 2. To explore the differences of consumer awareness of risk and behaviors owing to different consumer socioeconomical background; and 3. To investigate the correlation between consumer awareness of risk and behaviors. This study collected questionnaires by using convenience sampling method for hand-shaking beverages consumers at least 18 years or older (427 valid questionnaires). This questionnaire has been evaluated by experts and been validated by reliability and validity analysis of a pre-test. After that, this questionnaire contains 9 questions for consumer socialecnomical background; 21 questions for consumer awareness of risk; and 10 questions for consumer behavior. Results were analyzed by using SPSS 20.0 including descriptive statistics, independent t-test, ANOVA, and Pearson correlation analysis. The results showed that the majority of consumer aware the risk on hand-shaking beverages (78% for plasticizer, 66% for poisonous starch, 94% for spices, 92% for artificial syrup, 92% for trans fatty acids, 94% for food additives, and 84 % for pesticides), but have different thoughts about mental damages such as anxiety, insomnia, addiction caused by hand-shaking beverages. Frequently occurred food safety events also reduces consumers’ confidence to government (54%) and legislation (57%), but less significant for vendors. The ANOVA results show significant impacts from consumer socialecnomical background to consumer awareness of risk, especially the marital status, occupation, working years, monthly income, gender, age, but not from education level, degree of obesity, and weekly drinking frequency. There is week but significant positive correlation between consumer awareness of risk and consumer behavior (except consumer confidence). After 1 year, however, food safety events have no significant effect on consumer confidence.
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