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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 雷立芬(Li-Fen Lei) | |
| dc.contributor.author | Lin Lo | en |
| dc.contributor.author | 羅琳 | zh_TW |
| dc.date.accessioned | 2021-06-17T07:14:27Z | - |
| dc.date.available | 2021-01-20 | |
| dc.date.copyright | 2021-01-20 | |
| dc.date.issued | 2020 | |
| dc.date.submitted | 2020-12-29 | |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/73027 | - |
| dc.description.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。 | zh_TW |
| dc.description.abstract | 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. | en |
| dc.description.provenance | Made available in DSpace on 2021-06-17T07:14:27Z (GMT). No. of bitstreams: 1 U0001-2712202010565400.pdf: 2567571 bytes, checksum: ab8cc14449ee2e288f51f5c36968f749 (MD5) Previous issue date: 2020 | en |
| dc.description.tableofcontents | 口試委員審定書 i 謝辭 ii 摘要 iii Abstract iv 目錄 v 表目錄 vii 圖目錄 viii 第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的 4 第二章 相關文獻回顧 6 第一節 減肥原理與國民現況 6 第二節 生活型態之市場區隔 8 第三節 涉入理論 10 第四節 營養標示 11 第三章 研究方法 14 第一節 研究架構與假設 14 第二節 問卷設計 16 第三節 分析方法 21 第四章 實證結果與分析 25 第一節 抽樣與問卷調查 25 第二節 敘述統計與信度效度分析 27 第三節 生活型態集群分析 37 第四節 不同集群的健康餐盒消費者之差異分析 41 第五節 中介效果的迴歸分析 51 第五章 結論與建議 53 第一節 研究結論與行銷建議 53 第二節 研究建議 54 參考文獻 56 附錄 64 | |
| dc.language.iso | zh-TW | |
| dc.title | 網路族群之健康餐盒消費決策研究 | zh_TW |
| dc.title | A Study on the Consumer Decision-Making of Healthy Meal Box Among Netizens | en |
| dc.type | Thesis | |
| dc.date.schoolyear | 109-1 | |
| dc.description.degree | 碩士 | |
| dc.contributor.coadvisor | 黃聖茹(Sheng-Ju Huang) | |
| dc.contributor.oralexamcommittee | 羅竹平(Chu-Ping Lo),何率慈(Shuay-Tsyr Ho) | |
| dc.subject.keyword | 健康餐盒,生活型態,網路族群,資訊涉入,購買意願, | zh_TW |
| dc.subject.keyword | Healthy meal box,Lifestyle,Netizens,Information involvement,Purchase intention, | en |
| dc.relation.page | 82 | |
| dc.identifier.doi | 10.6342/NTU202004466 | |
| dc.rights.note | 有償授權 | |
| dc.date.accepted | 2020-12-29 | |
| dc.contributor.author-college | 生物資源暨農學院 | zh_TW |
| dc.contributor.author-dept | 農業經濟學研究所 | zh_TW |
| 顯示於系所單位： | 農業經濟學系 | |
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