| 摘要: | 共享經濟正在轉動世界餐桌，近年國人外食比例增加，外食環境中所販賣的餐食，卻不一定符合國人的飲食需求。假設中高齡者使用網際網路平台就能滿足餐食需求，餐食就有可能會擴大分享圈，共食可能成為飲食方式的新選擇，本研究旨在探討不同食品生活型態中高齡者的共食認知對共食的成果預期、知覺風險與成果預期關聯性之調查研究，期待由研究問題中能找出共食環境的發展可行性，進而欲發掘消費參與共食行為的意願，做為往後提供政府與餐飲相關業者之參考。
本研究採用集群抽樣，居住在北部地區45歲以上中高齡者為研究對象，共計發放420位，回收366位有效樣本；研究方法以李克特五點量表為問卷內容的評估尺度，分析方法包括描述性統計、因素分析、集群分析、獨立樣本t檢定、單因子變異數分析和相關分析。以「食品生活型態」、「共食認知」產生的「成果預期」、「知覺風險」與「消費參與」共五個變項，探討(1)中高齡者對共食認知、成果預期、知覺風險與消費參與的現況。（2）中高齡者之共食認知、成果預期、知覺風險與消費參與之關係。（3）不同中高齡者之樣本屬性於共食認知、成果預期、知覺風險與消費參與之差異性。（4）不同食品生活型態中高齡者於共食認知、成果預期、知覺風險與消費參與之差異性。
研究結果可歸納出以下結論：
(一） 中高齡者認為共食具有「互利互惠」、「經濟實惠」和「營養活力」這三個價值面向。
(二） 中高齡者之共食認知和成果預期間存在顯著高度正相關；共食成果預期對知覺風險產生顯著低度負相關；共食參與意願和對共食的總知覺風險是低度相關。
(三） 不同食品生活型態中，優雅享樂型中高齡者共食活動參與意願是顯著高於理性消費型和健康保守型之中高齡者
Sharing economy has changed people’s dietary habits. The population of eating out has increased; however, people might not be able to find foods that they like in the restaurants. Commensal eating patterns can be an alternative for them to find foods they want. If there is a platform providing middle-aged and elderly people with the meals they need, commensal eating may be able to expand its sharing circle.
The participants are cluster sampling, they are mainly middle-aged and elderly people in northern Taiwan, and they were asked to complete a 5-point-Likert scale questionnaire. A total of 420 questionnaires were collected, but 366 valid questionnaires were used . Descriptive statistics, factor analysis, cluster analysis, one-way ANOVA, correlation analysis, regression analysis were used to analyze the data. The variations of the analysis are " food-related lifestyle ", "sharing-meal cognition,", "outcome expectancy" and "perceived risk". The research is to explore: (1) The middle-aged and elderly people have a opinion of sharing-meal cognition, and current state of outcome expectancy, perceived risk and consumer participation, (2) The relationship between sharing-meal cognition, outcome expectation, perceived risk and consumption participation among middle-aged and elderly people, (3) The relationship among sharing-meal cognition, outcome expectation, perceived risk and consumption participation in the middle-aged and elderly people with different characteristics , (4) Differences in sharing-meal cognition, outcome expectation, perceived risk and consumption participation among elderly people in different food-life patterns.
The results of the study can be summarized as follows:
(1) Middle-aged and elderly people think that sharing-meal has three values of "mutual benefit", "economic benefit" and "nutrition and vitality".
(2) There is a significant positive correlation between the sharing-meal cognition and outcome expectation of middle-aged ane elderly people; the sharing-meal outcome expectation has a significantly negative correlation with perceived risk; the comsumer’s participation and the total perceived risk to sharing-meal are low-correlation .
(3) Among the different food-lifestyles in the middle-aged and eladerly people, the "elegant enjoying" group to participate sharing-meal is si gnificantly higher than those of the "rational consumption" and "healthy conservatives" ones. |
