以延伸性消費價值理論探討影響消費者購買食品驗證標章產品意圖之影響因素

Abstract

近年來食品安全問題不斷浮現，聯合國大會亦將食品安全納入2030年永續發展目標。驗證 (Certification) 是由中立第三方依據特定標準，確定某項產品、過程或服務是否符合標準，透過驗證證明其符合特定標準。消費價值理論 (Theory of consumption values, TCV) 廣泛運用在行銷文獻中，以了解消費者的選擇行為，而態度是個人對某一對象或特定行為的整體評價，對某種產品或行為的態度可以預測其接受該產品或參與該行為的意圖，因此本研究將結合TCV與價值-態度-行為模型 (Value-Attitude-Behavior, VAB) 進行探討，並將TCV之功能價值延伸以口味/品質、健康與價格價值進行研究。並依據文獻擬定10個構面(價格、口味/品質、健康、社會、情感、知識、條件、信任、態度、購買意圖)，共41題問項，經異質性專家建議後修改兩個名詞，回收783份有效問卷，使用SPSS 23.0與AMOS 24.0檢驗問卷信效度、敘述性統計與結構方程模型。結果顯示健康、社會、情感、條件價值對態度具有正向顯著影響；健康、知識、條件價值與信任對購買意圖具有正向顯著影響；社會價值與情感價值對購買意圖為負向顯著影響；健康價值對口味/品質價值為正向顯著影響；態度為條件價值對購買意圖之部分中介效果，為健康價值對購買意圖之完全中介效果。建議食品相關業者可以透過包裝、廣告或宣傳片增加產品的健康形象，促使消費者具有愉悅的心情，傳達食品驗證標章之新知識，並鼓勵政府增加健康的行動線索與相關團體共同宣導，提升國人的食品安全意識，藉以提升消費者購買具有食品驗證標章之產品。

Food safety has become a major concern in recent years, and the United Nations General Assembly has designated food safety as a 2030 Sustainable Development Goal. Certification is the process of acquiring a certificate from a neutral third party to evaluate whether a product, process, or service complies with a certain standard. The Theory of Consumption Values has been widely utilized in marketing literature to understand consumer behavior, and attitude is defined as a person's overall assessment of an object or a certain activity. Attitudes toward a product or conduct can indicate whether or not someone accepts it or engage in the behavior. As a result, this research combines TCV theory with the VAB model, expanding TCV's functional value to encompass taste/quality, health, and pricing value. Based on the literature, a total of 41 questions in 10 domains (price, taste/quality, health, social, emotional, epistemic, conditional, trust, attitude, and purchase intention) were designed, with two phrases amended based on feedback from a variety of specialists. 783 people responded to an online survey in this study and the result was considered valid. SPSS 23.0 and AMOS 24.0 were used to analyze the questionnaire's reliability, validity, descriptive statistics, and SEM. Health, social, emotional, and conditional value all have a positive significant impact on attitude, according to the study's findings. Health, epistemic, conditional, and trust have a significant effect on purchase intention. Social and emotional value have a significant negative effect on purchase intention. Health value has a positive significant effect on taste/quality value. The effect of condition value on purchase intention is partially mediated by attitude, while health value is fully mediated.It is recommended that food-related businesses can increase the health image of their products through packaging, advertisements, or promotional videos in order to promote a happy mood among consumers, convey new knowledge of the food label, and encourage the government to increase the health cues to actions and collective promotions from related organizations to raise national awareness of food safety in order to increase consumers' purchase intention of products with the food label.