產品標籤對消費者購買意願、推薦意願、喜好程度與願付價格之影響： 瑕疵原因、惜物觀念、促銷幅度大小的干擾效果

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题名:	產品標籤對消費者購買意願、推薦意願、喜好程度與願付價格之影響：瑕疵原因、惜物觀念、促銷幅度大小的干擾效果
作者:	張詠晴;Chang, Yung-Ching
贡献者:	企業管理學系
关键词:	醜食;標籤;瑕疵原因;惜物觀念;促銷幅度;購買意願;推薦意願;喜好程度;願付價格;imperfect food;labeling;reason for imperfection;thriftiness mindset;discount frequency;purchase intention;recommendation intention;preference;willingness to pay
日期:	2024-05-31
上传时间:	2024-10-09 15:30:53 (UTC+8)
出版者:	國立中央大學
摘要:	截至2022年，全球人口數達到80億人，隨著人口的增加，糧食問題日益受到重視，許多食物受到丟棄的原因為該食物外表具瑕疵，如形狀扭曲、輕微劃傷等，並非是食物腐敗等影響消費者健康之品質問題。本研究共分為四個實驗，欲探討自變數：產品標籤 (有/無)，及四個干擾變數：瑕疵原因 (不可抗力之因素/可抗力之因素)；惜物觀念(珍惜及有資源/資源是用來服務我們的)；促銷幅度小 (加量25%/折扣20%)；促銷幅度大 (加量150%/折扣60%)，對應變數：購買意願、推薦意願、喜好程度與願付價格之影響。研究結果如下：一、產品標籤對四個應變數具顯著效果。二、產品標籤和不同瑕疵原因對四個應變數產生雙因子交互作用。三、產品標籤和不同惜物觀念對四個應變數產生雙因子交互作用。四、產品標籤和促銷幅度小對三個應變數產生雙因子交互作用。五、產品標籤和促銷幅度大對三個應變數產生雙因子交互作用。;As of 2022, the global population has reached 8 billion people, and with the population growth, the issue of food scarcity has become increasingly prominent. Many foods are discarded due to aesthetic imperfections such as misshapenness or minor blemishes, rather than quality issues affecting consumer health. This study comprises four experiments aimed at investigating the effects of the independent variable : product labeling (present / absent), and four moderator variables : the reason for the imperfection (uncontrollable factors / controllable factors), thriftiness mindset (treasure / waste), discount frequency (25% increase / 20% discount), and major promotion (150% increase / 60% discount) on the dependent variables : purchase intention, recommendation intention, preference, and willingness to pay. The results are as follows: 1.Product labeling has a significant effect on the four dependent variables. 2.Product labeling interacts with different reasons for imperfection, influencing four dependent variables. 3.Product labeling interacts with different thriftiness mindsets, affecting four dependent variables. 4.Product labeling interacts with minor promotions, influencing three dependent variables. 5.Product labeling interacts with major promotions, affecting three dependent variables.
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