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系統識別號 U0026-1106201922525400
論文名稱(中文) 消費者對「酵素」產品的認知與購買意願之實證研究 -以「科技接受模式」與「計畫行為理論」之整合模式探討:
論文名稱(英文) An Empirical Research of Consumers' Cognition and Willingness to Purchase "Enzyme" Products:An Integration Model of Technology Acceptance Model and Planned Behavior.
校院名稱 成功大學
系所名稱(中) 工程管理碩士在職專班
系所名稱(英) Institute of Engineering Management (on the job class)
學年度 107
學期 2
出版年 108
研究生(中文) 王富生
研究生(英文) Fu-Sheng Wang
電子信箱 bear0966819168@yahoo.com
學號 N07051363
學位類別 碩士
語文別 中文
論文頁數 74頁
口試委員 指導教授-蔡明田
口試委員-李國瑋
口試委員-莊立民
口試委員-陳昆祥
中文關鍵字 酵素  保健產品  科技接受模式  計畫行為理論  使用態度  知覺有用性 
英文關鍵字 Enzymes  Health Care Products  Technology Acceptance Model  Theory of Planned Behavior  Behavioral Intention to Use  Perceived Usefulness 
學科別分類
中文摘要 題目:消費者對「酵素」產品的認知與購買意願之實證研究
-以科技接受模式與計畫行為理論之整合模式探討:
隨健康意識逐年普及,消費者對於預防性保健和健康飲食的關注提高,進而帶動健康和保健食品的需求。國際食品資訊協會(2008)消費者調查顯示,超過七成的受訪者認同攝取酵素食品或飲品可達到增強免疫力、改善腸胃功能、改善消化系統、加強身體能量與酸鹼平衡、維持整體健康等益處。所以藉由「酵素」對於疾病之預防、腸胃的改善,來達到食療或補充益生菌等健康保健的功效。
如今,臺灣、中國大陸「亞健康」族群增加,而酵素的功能可以適切他們的需求,酵素的功效具有:調整體重、循環系統疾病、關節炎與各種炎症,皰疹、皮膚病與其它免疫系統疾病等問題,有效提供「調節人體酸鹼平衡」、「促進新陳代謝」、「提升免疫力」和「改善體質」有明顯效果,使「酵素」具有廣闊的市場空間。
本研究以「科技接受模式」與「計畫行為理論」之整合模式探討:健康保健市場所歸納的三大趨勢:「機能性功能的需求」、「產品來自自然食材/素材的需求」、「產品方便性的需求」,以及「消費者對「酵素」產品的認知與購買意願之實證研 究」的過程中,運用探討「知覺有用性」、「知覺易用性」、「行為態度」的行為研究,再進一步以「行為態度」、「主觀規範」、「知覺行為控制」等三個影響因素對「行為意圖」進行探討與研究。
本研究所得知問卷資料,以電子問卷形式進行調查研究,填寫312份,實際有效問卷為288份;再採使用SPSS20版本之統計分析軟體進行樣本的結構進行統計分析,所採用方法有:「敘述性統計」、「信度分析」、「效度分析」、「因素分析」、「皮爾森關聯因素分析」、「迴歸分析」等,進行研究架構模式驗證的適切性。
依據「研究主題」、「研究架構」之間建置,說明各構面間的關聯及研究假設,也說明「研究架構」中,相關關聯的因子。其本研究之研究架構及「關聯因子」在「科技接受模式」與「計畫行為理論」之整合模式探討如下:
H1:「知覺有用性」對「行為態度」之影響。
H2:「知覺易用性」對「行為態度」之影響。
H3:「行為態度」對「行為意圖」之影響。
H4:「主觀規範」對「行為意圖」之影響。
H5:「知覺行為控制」對「行為意圖」之影響。

依據統計分析,再將本研究所假設之「關聯因子」與「行為意圖」提出研究發現,以提供「酵素產業」的業者在市場拓展、營運策略,可以有進一步的相關資訊,以利了解健康保健市場需求及政府相關政策的支持,提升台灣「酵素產品」於中國地區的競爭力。

關鍵字:酵素; 機能性食品; 科技接受模式; 計畫行為理論; 使用態度; 行為意圖
英文摘要 Extended Abstract

An Empirical Research of Consumers' Cognition and Willingness to Purchase "Enzyme" Products:
An Integration Model of Technology Acceptance Model and Planned Behavior.
Auther:Fu_Sheng Wang
Advisor:Dr. Ming_Tien Tsai
Engineering Management Graduate Program, College of Engineering
National Cheng Kung University
SUMMARY
With the growing awareness of health, consumers are paying more attention to preventive health and healthy eating, which in turn drives the demand for health and health food. According to the Consumer Food Survey of the International Food Information Association (2008), more than 70% of respondents agree that taking enzyme foods or drinks can enhance immunity, improve gastrointestinal function, improve the digestive system, strengthen body energy and acid-base balance, and maintain overall health. And other benefits. Therefore, the "enzyme" for the prevention of disease, the improvement of the gastrointestinal tract, the health benefits of eating chyme or supplementing probiotics.
Nowadays, the “sub-health” ethnic group in Taiwan and mainland China has increased, and the function of enzymes can meet their needs. The effects of enzymes include: weight adjustment, circulatory diseases, arthritis and various inflammations, herpes, skin diseases and other immune systems. Diseases and other issues have effectively provided "regulating the body's acid-base balance", "promoting metabolism", "improving immunity" and "improving physical fitness". This has a broad market space for "enzymes".
This study explores the integration model of "Technology Acceptance Model" and "Plan Behavior Theory": three major trends in the health care market: "demand for functional functions", "products from natural ingredients/materials", " In the process of "productive convenience" and "consumer research on the perception and purchase usability" and "behavioral attitude" The study further explores and studies "behavioral intention of "enzyme" products," the use of "perception of usefulness", "perception and intentions" with three influencing factors: "behavioral attitude", "subjective norms" and "perceived behavior control".
The Institute learned about the questionnaire data and conducted an investigation by electronic questionnaires. 312 copies were completed and 288 actual and effective questionnaires were used. The statistical analysis software of SPSS20 version was used for statistical analysis of the sample structure. The methods used were: Sexual statistics, "reliability analysis", "validity analysis", "factor analysis", "Pearson correlation factor analysis", "regression analysis", etc., are used to study the appropriateness of structural model verification.
Based on the relationship between the "research theme" and the "research structure", the relationship between the various facets and the research hypotheses are explained, as well as the factors related to the "research structure". The research structure of this research and the "association factor" in the "technical acceptance model" and "planning behavior theory" are discussed as follows:
H1:The effect of "Perceived Usefulness" on " Attitude Toward Use ".
H2:The impact of "Perceived Ease of Use" on " Attitude Toward Use".
H3:The impact of " Attitude Toward Use " on " Behavioral Intention to Use ".
H4:The impact of "Subjective Norms" on " Behavioral Intention to Use ".
H5:The effect of "Perceived Behavior Control" on " Behavioral Intention to Use".
Based on the statistical analysis, we will put forward the research findings of the "correlation factor" and "behavior intention" hypothesized in this study. In order to provide the "enzyme industry" industry in the market expansion and operation strategy, we can have further relevant information to understand the channel. The Chinese market demand on the two sides of the strait and the support of relevant policies of the cross-strait government have enhanced the competitiveness of Taiwan's “enzyme products” in China.

Keywords: Enzymes ; Health Care Products ; Technology Acceptance Model ; Theory of Planned Behavior; Behavioral Intention to Use; Perceived Usefulness.
INTRODUTION
The size of the health care products market in China, the current Chinese consumers in the promotion of health care concepts, "prevention is better than cure", "health of health care" popularization, "personal health needs" customization, "high quality Factors such as health care products, China's "health products" and "enzyme products" market potential, of which "functional food" and "functional beverages" have the largest market, with an average annual compound growth rate (CAGR) of 6.1%. "Enzyme Products" is a discussion of market research and consumer behavior: because it has many "functional" health care products, it is a "functional beverage" and a "functional beverage."



MATERIALS AND METHODS
Explore the relationship between "research structure" and "research hypothesis" for "research purposes" and related "documents" to conceive follow-up "study questionnaires" The theoretical basis for the establishment and research. In this research model, the "variable factors" study, description and variable factors summary, divided into "scientific acceptance theory" to explore the "perceive usefulness", "perceive ease of use", "behavioral attitude" behavior research, and then The "planning behavior theory" is used to study the "behavioral intentions", "subjective norms" and "perceived behavior control" to explore and study the "behavior intentions" of consumers.
This study conducted an online questionnaire survey through Line Group, Facebook, QQ Group, WeChat Group, and community operators. The statistical analysis software of SPSS20 version was used for statistical analysis of the sample structure. The methods include: "narrative statistics", "reliability analysis", "validity analysis", "factor analysis", "Pearson correlation factor analysis", and "regression analysis".

RESULTS AND DISCUSSION
The Institute learned about the questionnaires and conducted an investigation by electronic questionnaires. 312 copies were obtained and 288 valid questionnaires were used. The SPSS20 software was used for sample analysis through "narrative statistics", "reliability analysis" and "validity analysis". "Factor analysis", "Pearson correlation factor analysis", and "regression analysis" are used to study the appropriateness of structural model verification.
The research structure of this research and the "association factor" in the "technical acceptance model" and "planning behavior theory" are discussed as follows:
表6-1 Study False Test Results
Hypotheses
H1 The effect of "Perceived Usefulness" on " Attitude Toward Use " Significant
H2 The impact of "Perceived Ease of Use" on " Attitude Toward Use" Indirect
H3 The impact of " Attitude Toward Use " on " Behavioral Intention to Use " Indirect
H4 The impact of "Subjective Norms" on " Behavioral Intention to Use " Moderate
H5 The effect of "Perceived Behavior Control" on " Behavioral Intention to Use" Moderate
Suurce:This Study


CONCLUSION
This study assumes that the causal relationship affecting consumers' use of health care products - "enzymes" is:
The influence of the five variables is from the 31 questions in the questionnaire. The results of the verification show that the correlation coefficient between the variables and the causality is significantly positively correlated. The analysis results show that the study affects the consumers' influence on the use of "enzymes". The assumptions of the relationship are all true.
The results of the study show that among the three factors affecting the attitude of use and the behavior of use, "perceived usefulness" has the greatest effect, "subjective norm" is second, and "perceived ease of use" has the least impact.
The results of this study can provide Taiwan's "health products" industry manufacturers to enter the cross-strait business opportunities,
The functional health care products of "improving immunity" and "regulating blood lipids" are market demand and develop "functionality".
"Functional" products are the main products, and "health care products" are the best products with health care, health and fitness functions.
論文目次 目錄

摘要 I
Extended Abstract III
誌謝 VII
目錄 VIII
List of Tables X
List of Figures… XI
第一章 緒論 1
1.1 研究背景與動機 2
1.2 研究目的 3
1.3 研究步驟與流程 4
第二章「酵素」產業的現況與願景 7
2.1 台灣「保健產品」產業的發展現況 7
2.2 「酵素」是保健產品之範疇 8
2.3 「酵素」說明與功能介紹 8
2.4 「保健產品產業」及「酵素產業」的願景 15
第三章 文獻探討 19
3.1 知覺有用性 19
3.2 知覺易用性 19
3.3 使用態度 20
3.4 主觀規範 20
3.5 知覺行為控制 20
3.6 科技接受模式 21
3.7 計畫行為理論 22
3.8 行為意圖 24
3.9 各變數間的關係 ……..25
第四章 研究方法 26
4.1 研究架構 26
4.2 研究假設 27
4.3 各構面之操作定義及衡量 28
4.3.1 變數之操作性定義與問卷設計 29
4.4 資料統計分析方法 32
4.4.1 敘述性統計 32
4.4.2 信度分析 32
4.4.3 效度分析 33
4.4.4 因素分析 33
4.4.5 皮爾森積差相關性分析(Pearson Correlation) 33
4.4.6 迴歸分析 34
第五章 資料統計分析與結果 35
5.1 樣本特性分析 35
5.2 各變數因素分析與信度、效度分析 37
5.3 皮爾森積差相關性分析 48
5.4 迴歸分析 50
第六章 結論與建議 55
6.1 研究結論 55
6.2 研究限制與後續研究之建議 57
參考文獻 59
一、中文文獻 59
二、英文文獻 61
附錄:研究問卷 62
參考文獻 參考文獻
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