以計畫行爲理論探討旅館採購人員採購具安全驗證食品之意向

A Study on a Hotel Buyer' Purchase Intention toward Safety Inspected Foods Based on the Theory of Planned Behavior

10.6572/JHHE.6(2).3

魏玉萍(Yu-Ping Wei)；簡佩珊(Pei-Shan Chien)

安全驗證食品 ； 採購意向 ； 計畫行爲理論 ； 旅館 ； safety inspected food ； purchase intension ； theory of planned behavior ； hotel

餐旅暨家政學刊

6卷2期（2009 / 06 / 01）

131 - 158

繁體中文

消費者對於食品衛生安全的關心日益增加，而餐廳卻是食品中毒易發生的場所，食物來源的安全性是造成食品中毒的主要原因之一，因此衛生署多年來強調「源頭管制」的觀念，但關於食品安全的研究少有探討餐廳採購的部分，在餐廳中能掌控來源的人員即是採購人員，因此有必要進一歩研究影響旅館的餐飲採購人員採購安全食品的意向。本研究引用Ajzen的「計畫行爲理論」，以「態度」、「主觀規範」與「知覺的行爲控制」三項變數探討非個人意志所能完全控制的組織採購行爲－旅館餐飲採購人員採購具安全驗證食品之行爲意向。研究對象爲台灣全數國際觀光旅館以及一般觀光旅館之食材採購人員，另依北部、中部、南部、東部以及離島之樣本採用分層比例抽樣，詢問旅館接受調查的意願後，郵寄出268家共363份問卷，有效的回覆問卷爲198份。本研究採用SPSS以及結構方程模式(SEM)分析採購人員採購安全食品的行爲，結果如下：(1)本研究模型有良好配適度；(2)餐飲採購人員對採購安全食品的態度、主觀規範與知覺行爲控制均正向影響採購安全食品的行爲意向，其中以「主觀規範」對行爲意向的影響最大，「知覺行爲控制」次之，「態度」對行爲意向的影響最小；(3)利益關係人對主觀規範影響以「主管」、「同事」以及「股東」爲主要影響因素；(4)餐飲採購人員對採購安全食品的知覺行爲控制主要影響因素有「自我效能」以及「便利性條件」，其中自我效能的影響力較便利性條件大。

Nowadays, consumers are more and more concerned about food safety and hygiene. However, restaurants are places where incidents of food-poisoning occur the most. As a result, the Department of Health has emphasized the concept of ”Source Control” for many years. So far, very few studies related to food safety have discussed the purchasing department of a restaurant. In a restaurant, the buyer is the key person to control the source of foods. Hence, it is very necessary to further study the factors that affect the hotel buyer's purchase intention toward safe foods. Based on Ajzen's ”Theory of Planned Behavior”, this study discusses the non-personally controllable organizational purchase behavior-the hotel buyer's purchase intention toward safety inspected foods, taking ”attitude”, ”subjective standard” and ”perceptive behavior control” as variables. The targets of this research are the buyers of international and domestic hotels all over Taiwan. On top of that, this study selects samples according to north, central, south and off-shore islands using the proportionate stratified sampling method. After the target hotels agree to take part in this survey, this study sent 363 questionnaires to 268 hotels and received 198 valid questionnaires back. This study uses SPSS and the structure equation model (SEM) to analyze the buyer's behavior toward purchasing safe foods. The results are: (1) the model of this research is a good fit; (2) the restaurant buyer's attitude toward purchasing safe food, subjective standard and perceptive behavior control all positively influence the intention of purchasing safe foods. The ”subjective standard” has the greatest influence, the ”perceptive behavior control” has the second greatest influence and the ”attitude” has the least influence; (3) the ”manager”, ”co-workers” and ”shareholders” are the main stakeholders who influence the subjective standard; (4) the ”self-efficacy” and ”convenience” are the main factors that affect the restaurant buyer's perceptive behavior control of purchasing safe foods. Among these two factors, the ”self-efficacy” has greater influence than the ”convenience”.

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