消費者對有機餐廳的態度與需求之研究

A Study of Consumers' Attitudes and Needs towards Organic Restaurants

10.6267/JTLS.2005.11(1)2

孫瑜華(Yu-Hua Christine Sun)；李青芳(Chin-Fang Lee)；劉美侖(Mei-Lun Liu)

有機餐廳 ； 健康生活行為 ； 態度 ； 需求 ； organic restaurant ； healthy life style ； attitude ； need

觀光研究學報

11卷1期（2005 / 03 / 01）

23 - 38

繁體中文

本研究主要是探討消費者對有機餐廳的態度與需求，並從人口統計變項和健康生活行為來了解消費者對有機餐廳的態度和有機餐廳的需求之相關性。研究之樣本母群體為臺北市居民，抽樣方式為電話簿系統隨機抽樣，共成功的抽取臺北市居民250位，進行問卷調查。本研究之問卷內容包括：消費者對有機餐廳之態度量表、消費者對有機餐廳的需求量表、消費者的健康生活行為量表和個人背景資料。所蒐集到的資料以單因子變異數分析、LSD事後檢定和多元迴歸進行統計分析。研究結果發現女性、教育程度較高、已婚及職業為家庭主婦的消費者對有機餐廳的態度較佳，需求也較高。研究結果並發現消費者的健康生活行為與其對有機餐廳的態度及對有機餐廳的需求之間有顯著相關。

Continuing and rapid growth of interests towards organic products has forced restaurant industry to take a serious look at this segment. The primary purpose of this research was to examine consumers' attitudes and needs towards organic restaurants. The variables examined include a battery of demographic variables, health-related variables, attitudes towards organic restaurants, and measure of needs towards organic restaurants. The sampling frame was residents of Taipei, Taiwan. Systematic random sampling method was employed. A total of 1,275 telephone calls were made, resulting in a valid sample size of 250. Statistical techniques conducted include descriptive statistics, ANOVA, and multiple regression analysis. The results of this study suggest that demographic characteristics and healthy life style were significantly associated with attitudes and needs towards organic restaurants. Furthermore, attitudes were strongly associated with needs towards organic restaurants.

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