Reserch of Factors about the Decision of Vegetarian Purchases – The Case of Customers in Kaohsiung City

• Main Authors: Ding-Xian Chen, 陳鼎憲
• Other Authors: 廖冠傑
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/ynjk9w

碩士 === 樹德科技大學 === 經營管理研究所 === 103 === In recent years, the population of vegetarian increases in a hurry in Taiwan, thus it can be seen that people in Taiwan gradually attach importance to vegetarianism. To organizations that popularize vegetarianism, there is the basic effectiveness of popularizing vegetarianism; therefore, how to make further efforts to popularize vegetarianism will become the most important things now. The object of study in this research is customers in Kaohsiung, after relevant literary reviews and collation, drafted framework of research, designed the questionnaire. After revised the questionnaire through the Validity of the Professional, used convenience sampling to carry out the previous examination, then revised as the formal questionnaire according to the result of the previous examination. Afterwards, distributed 400 formal questionnaires to make a test for customers in Kaohsiung, the effective questionnaire amounts to 400, the effectiveness is 100%. And analyzed recycling data, used descriptive statistics, analysis of variance, multiple regression analysis etc. to make data processing and analyses. 　　The results of study:： (1) The belief of health are the most predictable for attitude, but the belief of health, environmental protection and spirit will affect purchase behaviors through attitude indirectly. (2) The public praise of specialist and medium is the most predictable for subjective norm, but the public praise of relatives and friends and specialist and medium will affect purchase motivation through subjective norm indirectly. (3) The consciousness of body health is the most predictable for perceived behavioral control, but the consciousness of body health and spirit health will affect purchase motivation through perceived behavioral control indirectly. (4) Attitude is the most predictable for purchase motivation, but attitude, subjective norm and perceived behavioral control will affect purchase behaviors through purchase motivation indirectly. (5) Purchase Motivation is the most predictable for purchase behaviors, but the consciousness of spirit health will affect purchase behaviors through perceived behavioral control indirectly. (6) Attitude is a significant direct prediction for Purchase Behavior, but perceived behavioral control is not, the believes of two are diffirent from Theory of Planned Behavior.　　 　　Advices: (1) Developing better and more nutritious vegetarian food, and checking the security of vegetarian food regularly with the government to insist on strict quality control for customers. (2) Through the media of food, using vegetarian food as a topic to make programs and inviting dieticians to propagate advantages of vegetarianism for audiances. (3) Developing low-cholesterol and anti-cancer vegetarian food to let customers feel the benefits for the body of eating vegetarianism. (4) The companies that popularize vegetarianism hold the activities about vegetarian purchasing to increase the rate and the habit of eating vegetarian food to promote customers’ vegetarian Purchase Behavior.