家庭取代餐消費者純正性需求分析-健康樂活新契機

The Analysis of Home Meal Replacement on Consumer Need for Authenticity–A new Healthy Opportunity for LOHAS

動機與目的:消費者對於飲食上訴求方便性食品，同時健康意識也逐漸受到重視，滿足消費者純正性需求能夠對未來產品進行預測，且找出具有價值的顧客，對企業獲利來說更形重要。本研究目的為探討家庭取代餐之發展與應用、分析人口統計變項對家庭取代餐消費者純正性需求的差異、分析家庭取代餐消費者純正性需求與顧客價值的關係、分析健康意識對家庭取代餐消費者純正性需求與顧客價值的調節作用。

研究方法:本研究為橫斷面研究，問卷調查採便利抽樣方式，共收集468位有效樣本，問卷包括基本資料、顧客價值量表、消費者純正性需求量表、健康意識量表，以SPSS 22.0版進行資料分析。

研究結果:變異數分析結果發現部分人口統計變項在消費者純正性需求、健康意識、顧客價值均有顯著差異。Process多元線性迴歸分析結果發現健康意識對消費者純正性需求具有調節作用，而健康意識程度越高時，以品質承諾與口碑可信度、獲得代價高、繼承傳統與風格維持、稀有性及神聖化具有顯著增強的調節效果。

研究結論:消費者在購買家庭取代餐時，健康意識可以強化純正性需求對顧客價值的影響，業者應開發滿足消費者純正性需求的家庭取代餐，並加強宣導健康意識。

 

Motivation and purpose: Consumers are looking for convenience foods for dietary appeals, and health consciousness is gradually gaining importance. Meeting the consumer’s need for authenticity can predict future products, and finding valuable customers is more important for corporate profits. The purpose of this study is to explore the development and application of home meal replacement, to analyze the differences in demographic variables of consumer need for authenticity for home meal replacement, to analyze the relationship between the consumer need for authenticity of home meal replacement and customer value, analyze the moderation effect of health consciousness between the consumer need for authenticity of home meal replacement and customer value.

Research method:This study is a cross-sectional study. The questionnaire survey was convenient sampling. A total of 468 valid samples are collected. The questionnaire includes basic information, customer value scale, the consumer need for authenticity scale, and health consciousness scale. Data analysis is conducted with SPSS 22.0.

Research result: ANOVA results showed that some demographic variables had significant differences in consumer need for authenticity, health consciousness, and customer value. Process multiple regression analysis found that health consciousness has a moderation effect on the consumer’s need for authenticity, and as the higher the level of health consciousness, quality commitment and word-of-mouth credibility, high acquisition cost, inheritance tradition and style persistence, scarceness, and sacredness have significantly enhanced the moderation effect.

Analysis conclusion:When consumers buy a home meal replacement, health consciousness can enhance the impact of consumer need for authenticity on customer value. The industry should develop a home meal replacement that meets the consumer’s need for authenticity.