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| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 梁朝雲 | zh_TW |
| dc.contributor.advisor | Chaoyun Liang | en |
| dc.contributor.author | 黃柏凱 | zh_TW |
| dc.contributor.author | Po-Kai Huang | en |
| dc.date.accessioned | 2025-07-31T16:08:10Z | - |
| dc.date.available | 2025-08-01 | - |
| dc.date.copyright | 2025-07-31 | - |
| dc.date.issued | 2025 | - |
| dc.date.submitted | 2025-07-03 | - |
| dc.identifier.citation | 內政部戶政司（2024a）。縣市人口按性別及五齡組。 https://www.ris.gov.tw/app/portal/346
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/98258 | - |
| dc.description.abstract | 隨著健康意識抬頭與永續發展理念受到重視，醫療機構逐漸引入有機餐飲服務，作為提升品牌形象與企業經營的策略之一。有機飲食除可降低食品中農藥與化學添加物的攝取風險外，亦可體現醫療機構對健康照護與環境永續之社會責任。本研究即以住院病友與醫護人員為研究對象，探討其飲食習慣、計劃行為、知覺價值等變項，對醫院提供有機餐飲服務之購買意願與品牌形象的影響。
研究者引用計劃行為理論及知覺價值理論，透過網路問卷調查以蒐集實證資料，針對病友與醫護人員兩群體進行分析。量化資料回收住院病友有效問卷共399份、醫護人員有效問卷有292份。本問卷內容涵蓋人口變項、飲食習慣、計劃行為、知覺價值、有機餐飲購買意願與醫院品牌形象。研究結果以描述統計、因素分析與迴歸分析等方法加以檢定。 本研究結果指出，「情感價值」為影響住院病友之購買意願最強的因素，這代表有機餐飲若能傳遞「關懷、健康、安心」等情感意象，將能有效提升病友的購買意願；其次，「飲食習慣」、「主觀規範」與「新奇價值」亦呈現正向的影響，顯示出個人習慣與好奇心，以及他人意見亦會影響有機餐飲的選購行為。相對地，醫護人員則偏重於「功能價值」與「附加價值」，強調餐飲的營養實用與額外效益，反映出其理性思維與健康專業背景。兩組對象皆認同，有機餐飲可強化醫院品牌形象，間接支持醫院永續經營與社會責任的表現。研究亦發現，性別、年齡、學歷與飲食偏好等人口變項在部分構面上具有顯著的差異，女性與年長者的購買意願普遍高於男性與年輕者，素食者對有機餐飲的接受度亦相對較高。 | zh_TW |
| dc.description.abstract | As society becomes increasingly aware of health and sustainability, medical institutions are gradually introducing organic food services to enhance their ability to serve the community. In addition to reducing the risk of ingesting pesticides and chemical additives, an organic diet can reflect the social commitment of medical institutions to health care and environmental sustainability. This study investigated hospitalized patients and medical professionals and explored the effects of eating habits, planning behavior, and perceived value on their intention to purchase organic food services and on a hospital’s image.
Questionnaire data from 399 hospitalized patients and 292 medical professionals were analyzed. This questionnaire inquired into demographic variables, eating habits, planning behavior, perceived value, intention to purchase organic food, and hospital brand image. Descriptive statistical analysis, factor analysis, and regression analysis were conducted. Emotional value was discovered to be the factor most strongly affecting the purchasing intention of hospitalized patients. Thus, organic food marketers can strengthen the purchasing intention of patients by conveying that these foods are healthy and offer peace of mind. In addition, eating habits, subjective norms, and epistemic value had positive effects, indicating that personal habits and curiosity, as well as the opinions of others, affect the purchasing of organic food. By contrast, the medical professional respondents tended to focus on both functional and conditional values, emphasizing the nutritional practicality and additional benefits of food and beverages, reflecting their rational thinking and professional background. Both groups agreed that organic food services can improve a hospital’s image and indirectly support a hospital’s sustainable operations and social responsibility performance. This study also found significant differences in some dimensions between subgroups in terms of basic characteristics such as gender, age, education level, and dietary preferences. Women and older adults were generally more willing to buy organic foods than were men and younger individuals, and vegetarians were relatively more accepting of organic foods. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2025-07-31T16:08:10Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2025-07-31T16:08:10Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 目次
口試委員審定書……………………………………………………… i 謝誌…………………………………………………………………… ii 摘要…………………………………………………………………… iii Abstract……………………………………………………………… iv 目次…………………………………………………………………… vi 圖次…………………………………………………………………… ix 表次…………………………………………………………………… x 第一章 緒論……………………………………..………………….. 1 第一節 研究背景………………………………………………… 1 第二節 研究動機………………………………………………… 4 第三節 研究目的………………………………………………… 8 第四節 研究貢獻………………………………………………… 9 第五節 名詞釋義………………………………………………… 10 第二章 文獻探討…………………………………………………… 13 第一節 有機農業與有機餐飲………………..………………….. 13 第二節 有機餐飲購買意願與醫院品牌形象…..……………….. 18 第三節 計劃行為………..……………………………………….. 23 第四節 飲食習慣與利基市場…………………………..……….. 29 第五節 知覺價值………………………………………..……….. 37 第三章 研究方法…………………………………………..……….. 45 第一節 量化研究與調查研究法………………………..……….. 45 第二節 住院病友量化資料收集與分析……………………..….. 47 第三節 醫護人員量化資料收集與分析………………………… 51 第四章 住院病友量化研究結果與討論.…………………..……….. 55 第一節 描述性統計…………….… . .…………………..………. 55 第二節 項目分析..…………….… .……………………………... 57 第三節 因素分析..…………….… .…………………………….. 62 第四節 相關性分析.…………….… .…………………………... 69 第五節 迴歸分析..…………….… .…………………………….. 72 第六節 差異分析..…………….… .…………………………….. 77 第七節 延伸性迴歸分析………….…………………………….. 83 第五章 醫護人員量化研究結果與討論.…………………..……… 91 第一節 描述性統計…………….… . .…………………..……... 91 第二節 項目分析..……………….… . .…………………..……. 93 第三節 因素分析..……………….… . .…………………..……. 98 第四節 相關性分析.…………….… .…………………………... 105 第五節 迴歸分析. .……………….… . .…………………..……. 109 第六節 差異分析..…………….… .…………………………….. 113 第六章 結論與建議..…………….… .…………………………….. 119 第一節 研究結論..…………….… .…………………………….. 119 第二節 實務建議..…………….…..…………………………….. 127 第三節 研究限制..…………….…..…………………………….. 131 第四節 未來研究..…………….…..…………………………….. 132 中文參考文獻………. ..…………….… .…………………………… 133 英文參考文獻………..…………….… .…………………………….. 139 附錄一：住院病友問卷..…………….… .………………………….. 157 附錄二：醫護人員問卷..…………….… .………………………….. 162 學術履歷：論文發表..…………….… .…………………………...... 167 | - |
| dc.language.iso | zh_TW | - |
| dc.subject | 醫護人員 | zh_TW |
| dc.subject | 有機餐飲 | zh_TW |
| dc.subject | 醫院品牌形象 | zh_TW |
| dc.subject | 購買意願 | zh_TW |
| dc.subject | 飲食習慣 | zh_TW |
| dc.subject | 計劃行為理論 | zh_TW |
| dc.subject | 知覺價值 | zh_TW |
| dc.subject | 住院病友 | zh_TW |
| dc.subject | hospitalized patients | en |
| dc.subject | organic food | en |
| dc.subject | purchase intention | en |
| dc.subject | medical professionals | en |
| dc.subject | hospital brand image | en |
| dc.subject | theory of planned behavior | en |
| dc.subject | perceived value | en |
| dc.subject | eating habit | en |
| dc.title | 有機飲食之醫院利基市場與其消費者行為： 以住院病友與醫護人員飲食為例 | zh_TW |
| dc.title | The niche market of organic food for hospitals and its consumer behavior: Implications for the diets of hospitalized patients and medical professionals | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 113-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 王志文;陳炤堅 | zh_TW |
| dc.contributor.oralexamcommittee | Chih-Wen Wang;Chao Chien Chen | en |
| dc.subject.keyword | 有機餐飲,住院病友,知覺價值,計劃行為理論,飲食習慣,購買意願,醫院品牌形象,醫護人員, | zh_TW |
| dc.subject.keyword | organic food,hospitalized patients,perceived value,theory of planned behavior,eating habit,purchase intention,hospital brand image,medical professionals, | en |
| dc.relation.page | 167 | - |
| dc.identifier.doi | 10.6342/NTU202501442 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2025-07-04 | - |
| dc.contributor.author-college | 生物資源暨農學院 | - |
| dc.contributor.author-dept | 生物產業傳播暨發展學系 | - |
| dc.date.embargo-lift | 2025-08-01 | - |
| 顯示於系所單位： | 生物產業傳播暨發展學系 | |
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| 檔案 | 大小 | 格式 | |
|---|---|---|---|
| ntu-113-2.pdf | 2.26 MB | Adobe PDF | 檢視/開啟 |
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