網購烘焙產品之產品屬性、知覺價值及消費者行為之研究

"A Study of Product Attributes, Perceived Value and Consumer Behavior Towards Online-Shopping Bakery Product"

過去食品類產品多以實體消費通路為主，科技時代來臨加上COVID19疫情的影響，電子商務的趨勢扶搖直上，烘焙產品在電商上的比例也持續增加。本研究目的在探討在電商商務與網購平台上，消費者選購烘焙產品，與烘焙產品屬性、知覺價值及購買行為之現況及影響；本研究採問卷施測，發放500份，回收468位有效問卷，有效回收率93.6%，經SPSS及AMOS統計軟體進行敘述性統計分析、信度分析、Pearson相關分析及結構方程模型進行分析。研究結果顯示，網購烘焙產品屬性分成基本功能屬性、便利功能屬性二個構面，其中消費者最重視的基本功能屬性為「烘焙產品的品質」；在便利功能屬性之構面中，則是「網購自製烘焙產品的包裝與使用材質的安全性」得分最高。在知覺價值分成獲得效用、交易效用二個構面，在獲得效用構面，消費者認為「網購自製烘焙是持有正面的良好印象」得分最高；在交易效用構面上，「在網路上訂購可以增加便利性」得分最高。產品屬性、知覺價值、行為動機、行為意圖與購買行為之間皆有顯著之相關性。產品屬性對知覺價值、知覺價值對行為動機、行為動機對行為意圖及行為意圖對購買行為均呈現顯著正向影響。最後將針對網購烘焙業者、烘焙培訓單位、學校餐飲系、政府相關單位、全國糕餅公會等，提出研究的相關建議。

"With the advent of the technological era and the impact of the COVID19 epidemic, the trend of online shopping bakeries has continued to increase, the physical consumption shop was replaced more and more. In this study, 500 questionnaires were sent out, and 468 valid questionnaires were retrieved. The effective rate was 93.6%. SPSS statistical and AMOS software were used to analyze data such as descriptive statistical analysis, reliability analysis, Pearson correlation analysis, and SEM. This study aims to investigate consumers' research on bakery attributes, perceived value and purchasing behavior when purchasing online shopping bakery products from small-scale businesses on online shopping platforms and to understand consumers' preferences for bakery products. The attributes of online shopping bakery products purchased online are divided into two aspects: basic function and convenient function. The basic functional attribute most valued by consumers is ''the quality of bakery products''. Among the facets of the convenience functional attribute, ''the safety of packaging and materials used in homemade bakery products purchased online'' got the highest score. Perceptual value is divided into two aspects: acquired utility and transactional utility. Among the acquired utility, consumers find that ''having a positive impression on homemade bakery purchased online'' scores the highest. In terms of transaction utility, ''ordering online can increase convenience'' has the highest score. There are significant correlations among product attributes, perceived value, behavioral motivation, behavioral intention and behavior. Product attributes have significant positive effects on perceived value and behavioral motivation, so do perceived value on behavioral motivation and purchasing behavior, and behavioral motivation on behavioral intention and behavioral intention on purchasing behavior. Finally, research suggestions for three aspects: small-scale online shopping bakery business, school catering department and bakery training units, and government-related units and the national pastry association were put forward."