| Summary: | 碩士 === 大葉大學 === 國際企業管理學系碩士班 === 102 === ABSTRACT
The study aims to explore the relationship among consumer perceived ethicality, health food product involvement, and shopping value. Further examinations are made to testify whether there is mediating effect between health food product involvement versus consumer perceived ethicality and shopping value. Targeting the probiotics (claiming to be effective in improving digestive system) and organic food products (such as soybean curd, organic veges and fruits, etc.,) users in Cheng Hua area, the researchers, after convenience sampling, have sent a total of 424 questionnaires (400 hardcopies, and 24 electronic copies). Among them, 344 are found to be valid (81.1％ return rate). Data analysis instruments used in the study include descriptive statistics, confirmatory factor analysis, correlation analysis, and regression analysis. The resultant findings are:
(1) A positive correlation exists between consumer perceived ethicality and shopping value;
(2) A positive relationship exists between consumer perceived ethicality and health food product involvement;
(3) A positive relationship exists between health food product involvement and shopping value;
(4) Partial mediation effect exists between health food product involvement versus consumer perceived ethicality and shopping value.
Keywords: Health food; Product involvement; Consumer perceived ethicality; Shopping value; Utilitarian shopping value; Hedonic shopping value
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