銀髮友善食品對消費者產品評估之影響

Abstract

因應高齡社會的來臨，行政院農委會自2016 年起舉辦「銀髮友善食品」評選以推廣銀髮健康活動。因此，許多食品企業開發符合高齡者健康營養所需的食品並報名參加評選。

本研究探討獲選銀髮友善食品對消費者產品評估之影響，並進一步加入高齡消費者產品知識、自覺健康、產品接收者差異為調節變項。本研究採用實驗法。研究結果顯示：一、食品獲得銀髮友善食品獎對高齡消費者的產品評估具有正向的影響。二、食品有無得銀髮友善食品獎對高齡消費者的產品評估不受產品知識調節，但發現產品知識較低者對於獲選銀髮友善食品的評價顯著較無獲選食品高；而產品知識較高者對於有無獲選銀髮友善食品的評價無顯著差別。三、食品有無得銀髮友善食品獎對高齡消費者的產品評估不受自覺健康調節。四、產品接收者的差異對有無獲選食品與產品評價之間具有調節效果：為他人（家人）購買產品時，對有獲獎食品的產品評價比無獲獎食品高，而為自己購買時，對有無獲獎食品的評價則無差別。最後，本研究根據資料分析結果，提出實務上的建議，供後續研究參考。

In response to the advent of the aged society, the Council of Agriculture(COA.)has held the “Senior-Friendly Food” selection since 2016. In order to promote seniors’ health activities. Therefore, many food companies develop foods that meet the health and nutrition needs of the elderly. And participate in the selection. This study will examine the impact of Eatender (Senior-Friendly Food) on consumers’ product evaluation, further adding advanced consumers’ product knowledge, self-perceived health status, and product receiver differences are adjustment variables.

This study uses experimental methods. The results of this study showed that First,the food won the “Eatender” awards for senior consumers’ product evaluation has a positive impact. Second, whether the food has Eatender awards for senior consumers’product evaluation is not regulated by product knowledge, but those with lower product knowledge are found to Eatender awards on consumers’ product evaluation were significantly higher than that of the no awards product; and those with higher product knowledge whose product evaluation of Eatender and the no awards products are no significant difference. Third, whether the food has Eatender awards for senior consumers’ product evaluation is not regulated by self-perceived health status. Fourth, the difference between the recipients of the product has a regulatory effect between the selection of food and product evaluation: When purchasing products for others (family), the evaluation of products with Eatender awards products is higher than that of nonwinning products. When purchasing products for yourself, there are no difference in the evaluation of the Eatender awards products and non-winning products. Based on the results of the data analysis, providing practical recommendations for future research.