消費者健康價值觀對有機餐廳消費行為意圖與願付價格之影響

Abstract

現今健康意識抬頭，消費者不僅僅改變自身消費習慣，同時間也願意花更多的力氣去監督市場上的公司是否達到友善環境和永續發展等企業責任，消費習慣的改變，促使投資者願意選用高成本的有機食材。消費者也開始願意支持相關的企業與行為。並且漸漸產生良好的循環。消費者行為和態度在過去的幾十年有明顯的變化，特別關注在產品和服務的永續性，消費者成為這股風潮背後的驅動力，特別在餐旅產業當中，綠色思考也讓消費者思考在餐旅業當中的體驗過程，餐旅業者也應該回應現今消費者的需求。近年來臺灣食安風暴席捲臺灣，幾乎每一段時間都會爆發出嚴重的食安問題，也開始讓大家思考，平常在外飲食的習慣是否有所改變，在外飲食的風險也越來越高，消費者是否也願意花費較多的價格在高成本的有機餐廳上。本研究透過價值-態度-行為模式 (Value-Attitude-Behavior model；VAB model) 探討消費者的健康價值觀，透過態度的展現也會改變消費者的行為意圖，並且探討消費者對於有機餐廳願付價格的接受程度，本研究在2015年10月至2016年05月，針對臺北市四家有機餐廳消費者為研究樣本，共發放200份問卷，實際收回144份問卷，並以SPSS 22.0與Smart PLS3.0為統計分析軟體，最後結果健康價值觀對享樂期待有正向影響，享樂期待也會對行為意圖有所影響，對有機食物的重視在健康價值觀與享樂期待和正向外在期待中，則呈現中介效果的影響。

Nowadays, healthy values has raised in public issues, consumers not only changed their shopping habits, but also supervised the company whether reach the goal of eco-friendly and sustainability, it makes investors willing to choose high-cost organic food by the change of shopping habits. There are a growing number of consumers who support the sustainable market, and becoming a good circle. Consumer behaviors and attitudes have changed significantly in recent decades. Consumers are becoming the driving force behind the trend toward sustainability, and are more concerned about products and service sustainability. Green thinking has thus become a key requirement in the hospitality and restaurant industries. In recent years, a food safety crisis swept Taiwan, almost every era has been a serious outbreak of food safety issues, and this has also caused everyone to change their eating habits. Most consumers concern about food safety while the behaviors of eating out have become more widespread. This study distributed 200 on-site questionnaires among four organic restaurants in Taipei ranging from October 2015 to May 2016, 144 valid questionnaires were used for data analysis using SPSS 22.0 and Smart PLS 3.0. The empirical results indicated that healthy values can influence hedonic expectations effectively, and the hedonic expectations can influence behavior intension. Interesting in organic food indeed mediates the relationship between healthy values, hedonic expectation and positive outcome expectation.