臺灣樂活族消費生活之決策行為調查研究

The Consumer’s Lifestyle Behavior and Decision-making of LOHAS Family in Taiwan

本研究旨在了解樂活族的消費生活決策行為之現況；採描述性統計、變異數分析、相關分析及 Scheffe 事後分析等統計方法。研究結果發現：1.不同性別、教育程度者在「飲食層面」、「身心探索」、「身體健康」、「環境層面」、「環境概念」、「環境行為」上具有顯著差異。2.不同年齡者在「身心探索」、「身體健康」上具有顯著差異。3.「環境層面」與「飲食層面」、「身心探索」的相關係數皆達顯著水準。本研究的結論為女性對於飲食以及個人身心方面的要求較男性多，較為講究養生概念，無論老少，每個人在身心飲食以及環境方面的認知,並不會因為年紀的大小而有差異。並且對於環境層面的事物較能夠給予更多的責任與概念。

This study aims to make the understanding of Lohas’ present strategies from their consumption and life behaviors; descriptive statistics, deviation analysis, correlation analysis and Scheffe’s test are adopted here. The study results are: 1.Subjects with different gender and education level reach significant difference in ‘diet,’ ‘physical and mental exploration,’‘health,’ ‘environment,’ ‘environmental concept,’ and ‘environmental behavior.’ 2. Subjects with different age reach significant difference in ‘physical and mental exploration’ and‘health.’ 3. Subjects with different education level have significant difference in ‘diet,’‘physical and mental exploration,’ ‘health,’ ‘mental exploration,’ ‘environment,’‘environmental concept’ and ‘environmental behavior.’ This study concludes that females request much more on diet and individual physical and mental status than males as well as emphasize more on health preservation. No matter old or young, everyone’s cognition for physical and mental status, diet and environment does not vary with age. Furthermore, people tend to pay more responsibilities and gain more concepts on environmental affairs.