網路族群之健康餐盒消費決策研究

Abstract

近年來追求健康蔚為風潮，尤其是在新冠疫情爆發的2020年，多不勝數的健康餐盒商家湧入市場，本研究目的在於了解健康餐盒的消費行為，並以生活型態做為市場區隔變數，探討不同類群之消費者其購買決策與人口統計變數的差異。本研究採用網路問卷調查法，研究對象為近三個月內有購買過健康餐盒的網路族群，共收集541份有效問卷，並採用二階段集群分析將樣本依照生活型態分為三群，而後透過獨立樣本t檢定、卡方檢定、單因子變異數等方式進行資料分析，研究結果得知：不同類群在性別、年齡、是否知道有營養標示、健身參與等人口統計變數達顯著差異，在消費決策方面則是在購買動機與資訊管道有顯著差異，此外，第一群在「資訊涉入」、「營養標示」、「購買意願」這三個構面的得分都低於另外兩群，最後使用迴歸中介效果驗證出，消費者對於營養標示的態度與行為會透過資訊涉入反映在購買意願。本研究結果可用於區隔健康餐盒的消費者，針對不同類群的消費者制定行銷策略，並可提供相關業者後續的產品開發之參考。

The pursuit of health has become a trend in recent years. After the COVID-19 outbreak in 2020, thousands of new healthy meal box firms emerged on the market. The purpose of this study is to understand consumer behavior of healthy meal boxes, using lifestyle as the segmentation variable to compare the difference in purchase decision and demographic variables of these segments. The research method is an online questionnaire, and the research subjects are netizens who have purchased healthy meal boxes in the past three months. A total of 541 valid questionnaires were collected. Using the two-step cluster analysis, three distinct food-related consumer lifestyle segments were identified. The statistical analysis includes an independent sample t-test, chi-square test, and analysis of variance. The research results show there are significant differences in demographic variables such as gender, age, nutritional labeling, and fitness participation among different groups. In terms of consumer decision-making, there are significant differences in purchase motivation and information channels. In addition, consumers in group one scored lower than the other groups in “information involvement”, “nutritional labeling”, and “purchase intention”. In addition, this study verified information involvement as perfect mediation in the effect of nutritional labeling on purchase intention by regression model. The results of this study can be used to distinguish healthy meal box customers and develop marketing strategies for different groups, as well as provide reference for product development of relevant companies.