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|Other Titles: ||A study on the consumer behavior model based on theory of planned behavior : a case study of consumer buying behavior has a mark of milk at milk products|
|Authors: ||佘佳宜;She, Chia-I|
|Keywords: ||食品安全;健康意識;計畫行為理論;結構方程模式;多群組分析;Food Safety;Health Consciousness;Theory of planned behavior;Structural Equation Modeling;Multiple-Group Analysis|
|Issue Date: ||2016-01-22 14:57:07 (UTC+8)|
Fresh milk is the most nutritionally balanced foods in nature, in the past decades, the government actively promoting people to drink milk and because of the rapid economic development of the case as well as income and living standards increasing, people began to increase every year for the consumption of fresh milk. However, a number of commercially available products of fresh milk, which in addition to 100% of raw milk were made of fresh milk, but also a lot of milk powder is made of reconstituted milk, causing consumer confusion on the milk product awareness and inconvenience and hesitation on the optional fresh milk. Accordingly, this study will apply theory of planned behavior model of consumer behavior to establish domestic fresh milk, and add food safety and health consciousness binomial factors, attempts to explore the relationship between consumers and fresh milk product consumption behavior.
The results show:（1）The causal model of domestic milk consumer behavior was established combined with two factors,"food safety" and "health consciousness", and theory of planned behavior has goodness of fits and explanatory abilities. Therefore, “food safety” has positive effect on “attitude toward behavior” and “perceived behavioral control”. “Health consciousness” has positive effect on “attitude toward behavior”, “subjective norms” and “perceived behavioral control”. “Attitude toward behavior”, “subjective norms” and “perceived behavioral control” also has positive effect on “behavioral intention”.（2）The study also found that the “lived region” and “sex” of the consumer characteristics, “milk mark” of the product characteristics on the causal model with a significant regulates.
Beside, the groups of “male” and “have milk mark” has effects respectively on the path of “food safety” unto “attitude toward behavior”; in addition to the groups of “do not have milk mark” has no effects on the path of “food safety” unto “perceived behavioral control”, the rest are significant; the groups of “Hsinchu” and “female” has effects respectively on the path of “health consciousness” unto “attitude toward behavior”; the groups of “Taipei” , “female” and “have milk mark” has effects respectively on the path of “health consciousness” unto “subjective norms”; in addition to the groups of “do not have milk mark” has no effects on the path of “attitude toward behavior” unto “behavioral intention”, the rest are significant; all the groups has effects respectively on the path of “subjective norms” unto “behavioral intention” ; the groups of “Taipei” and “have milk mark” has effects respectively on the path of “perceived behavioral control” unto “behavioral intention”.
|Appears in Collections:||[統計學系暨研究所] 學位論文|
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