| Summary: | 碩士 === 中國文化大學 === 生活應用科學研究所 === 98 === There are approximate 11′250 thousand persons now eating-out in Taiwan. especially ,in the market growing the microwave cooked meal was very rapidly. The purpose of this study is to understand the fact of consumption on the said microwave meals and also to study the influence of the personal background, quality awareness, marketing promotion on the consumer behavior. The purposes of this study summarized as follow:
1. Because of the students of different, personal and variable background, there were significant differences in consumer behaviors on microwave cooking of fresh food.
2. Because of the students of different, personal and variable background, there were significant differences in quality cognitions and marketing to promote on microwave cooking of fresh food.
3. There was a significant impact in consumer behaviors on food quality of microwave cooking fresh.
4. There was a significant impact in consumer behaviors to promote the marketing on microwave cooking fresh food.
Purposive sampling was adopted the grade from 1 to3 students for the public and private high school from the Taipei city and county. Research tools were including personal background information questionnaire, the quality recognition, marketing promotion, and consumer behavior scale. Likert five-point scale was used to conduct quantitative research for the quality recognition and marketing promotion. Stratified purposive sampling 720 high school students in Taipei used for this study. So far, there are 653 valid questionnaires with 90.7% recycling ratio. The data analyzed by using descriptive statistics, IPA, independent t-test, One-way ANOVA, Sheffe method, Two-way ANOVA, Pearson correlation and Chi-square test with SPSS 12.0 for Windows. The results & conclusion of this study summarized as follow:
1.Over 27.3% were female; pocket money about 300 dollars, 63.4% persons one times each week, spending money range at “NT51 to 100 dollars”, and more than 73.2% persons consumed goes to 7-eleven convenient store”.
2.According to IPA analyses, government's relevant organization authentication should go on continuously; eating the authentication of the original supplies source of material needs to improve better than before.
3. According to IPA analyses, the good shop image of the convenient store should keep continuously; the attitude of the convenient store clerk needs to improve better than before.
4.Among the quality awareness, the consumers are willing to buy the
microwave products from convenience stores again showed up in the
significant difference (P<.001) and satisfied the microwave products
fromconvenience stores showed up in the significant difference (P<.001) .
5.Among the marketing promotion program, the consumers are willing to buy the microwave products again showed up in the significant difference (P<.01)with consumer behavior；On satisfied the microwave products showed up in the significant difference (P<.001).
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