103 100

U0031116
U0031010
U0031126
U0031132

103 5 30
103 6 30
440 435
103 8 1
103 8 31
400 370
:

...............................................................................................................1

................................................................................................1

................................................................................................3

................................................................................................4

......................................................................................................5

................................................................................................5

................................................................................................6

................................................................................................7

........................................................................................9

..............................................................................................10

..........................................................................................12

..............................................................................................13

..............................................................................................14

........................................................................................16

..............................................................................................16

..............................................................................................16

.....................................................................19

..................................................................................20

......................................................................................21

........................................................................................23
ii

.................................................................23

.............................................................25

.............................................................................................27

.......................................................................... 28

.........................................29

................................................................................................32

......................................................................................................32

......................................................................................................34

......................................................................................................................37
.......................................................................................................37
.......................................................................................................38
......................................................................................................................44

iii


1 ..........................................................................................................23
2 ..........................................................................26
3 .....................28
4 .........................29
5 .................................29
6 .................................................................31
7 .................................................31
8 .............................................31

iv


1 .............................................................................................................4
2 ...................................................................................................16

()

13
30

2005
300 10
10

(Jolly, 1991; Schifferstein & Ophuis, 1998;

Soler et al., 2002)

(:)

(Kihlberg & Risvik,

2007;Yiridoe et al.2004)
2


()

Schneider (2011)

SPSS
1

Kotler (1991)
Fishbein (1963)
()
(2001)

(Ajzen, 1991; Azjen & Fishbein, 1980)

(2011)Ajzen (1985)

Magnusson et al. (2003,

2001)Tarkiainen & Sundqvist (2005)
5

(2006)

(Fishbein & Ajzen1975)

1974 World Health

OrganizationWHOhealth
(physical)(mental)(social)
(Health
Consciousness)

(Newsom et al.,2005;Kraft & Goodell,

1993; Plank & Gould, 1990; Gould, 1988)

(Ott, 1990; Jolly, 1991; Wilkins & Hillers, 1994)

 (Wandel & Bugge, 1997;

Magnusson et al., 2001)

Fotopoulos & Krystallis(2002)

(Chinnici et al., 2002; Harper & Makatouni, 2002)

(Magnusson et al., 2001, 2003)Makatouni(2002)

(Schifferstein & Oude Ophuis, 1998)

(Environmental Consciousness)
7

(2002)

(Bansal & Roth,

2000)

(Schifferstein & Oude Ophuis, 1998; Williams & Hammit, 2001)

Young (2010)

Laroche (2001)

(Han et al., 2010) Kang (2012)

Grunert & Juhl (1995)

Durham & Andrade (2005)

(Food Safety)
--

(Food Safety Consciousness)

(Roddy et al.,1996)Huang (1999)

Smith & Riethmuller (1999) 90

Birchard (2001)()

(Organic Consumers Association, 2001)

(Lacy,
1992; Kouba, 2003)
Schifferstein & Oude Ophuis 1998


(Squires et al., 2001) Williams & Hammitt (2001)

Kramer (1990)

(Rimal,Moon &
Balasubramanian, 2005)

(Jolly, 1991; Soler et al., 2002)

Fishbein & Ajzen (1975)intention

purchase intention
Ajzen (1991)

Dodd et al. (1991)

Morwitz
& Schmittlein (1992)

10

(2011)

Dodd et al.
(1991)

(2011)

2005

Ajzen (1985)

Stern (2000)

Tarkiainen & Sundqvist

(2005)
Kotler & Keller (2006)

11

(2011)
Sirvanci (1993)

Zeithaml (1982)

Sirvanci (1993)

(2005)

Huber, Holbrook, & Kahn(1986)

Erdem, Swait, & Louviere (2002)

12

(tactileproperties) (density) (viscosity)

(surface tension) (Matz, 1962)

(texture)
(Guinard & Mazzucchelli, 1996)(2013)

(2013)

(2010)
(1998) 17
(2008)
(3.5%)
(48.3%)(22.1%)
13

(2004)

(2013)

(Roddy et al., 1996)

(
2013)(2012)

Muller 1989

Muller (1989)

(2013)
14

ODea (1983)

Koenig, McCullough & Larson (2001) 80%

Koenig, McCullough &

Larson (2001)

Seybold & Hill (2001)

15

16

 :
Hughner et al. (2007); Gil and Soder (2006); Thogersen (2006);
Aryal et al. (2009)

Michaelidou & Hasson (2008)

H1:

Honkanen et al. (2006)

H2:

Padel et al (2005)

Michaelidou et al (2001)

H3:
17


(Ajzen, 1991; Azjen & Fishbein, 1980)

Magnusson et al. (2003, 2001) Tarkiainen & Sundqvist (2005)

H4:

Pierce (2009)(Tesco)

H5:

Fotopoulos (2000)

Johansson et al (1999)

H6:

18

 Koenig, McCullough & Larson (2001) 80%

Koenig, McCullough &
Larson (2001)
Seybold & Hill (2001)

H7:

: Mohd
Rizaimy Shaharudin et al. (2010)
:

Jan P. Voona et al. (2011)Lau Kwan

Yi (2009 )
:
Rich
Pirog & Andy Larison (2007)
:
Fishbein & Ajzen (1975)
:

Jay Dickieson et al. (2009)

19

 :
Mohd Rizaimy Shaharudin et al. (2010)

(2012)(2013)
:
Jan P. Voona et al. (2011)Jay Dickieson et al. (2009)

103 5 30 103 6 30
440
435
103 8 1 103 8 31
400
370
20

Principal Component
Analysis Hair, Anderson, Tatham & Black1998
Eigenvalue 1 varimax
Factor Loading 0.5

ConsistencyStability Cronbachs
Guiford 1965
Cronbachs 0.7 0.35
0.70~0.35

21


(Chow-test)

( 145 )( 225 )
Chow-test

22

400
370 92.50% 1

151

219
20
17
2130
89
3140
119
4150
107
50
38

11

81

92

154

26

106

145

33

58

19

221

149

34

11

16

88
23

40.81%
59.19%
4.60%
24.05%
32.16%
28.92%
10.27%
3.02%
22.25%
25.28%
42.31%
7.14%
28.80%
39.41%
8.97%
15.76%
5.16%
1.90%
0.00%
59.73%
40.27%
22.82%
7.38%
10.74%
59.06%

1 ()

87

81

79

42

21

31

7
0
92
1
138
2
70
3
35
4
19
5
16
0
72
500
145
5011000
82
10011500
33
15012000
16
20012500
6
25013000
3
3001
13
30000
33
3000039999
60
4000049999
41
5000059999
74
6000069999
52
7000079999
23
8000089999
26
9000099999
18
100000
40

25.01%
23.27%
22.70%
12.07%
6.03%
8.91%
2.01%
24.87%
37.29%
18.92%
9.46%
5.14%
4.32%
19.46%
39.19%
22.17%
8.92%
4.32%
1.62%
0.81%
3.51%
8.99%
16.35%
11.17%
20.16%
14.17%
6.27%
7.08%
4.91%
10.90%

1 40.81%
59.19% 3140 32.16% 4150
28.92% 42.31% 25.28%
39.41%
24

 28.80% 40.27%
59.73%
59.06% 22.82%
25.01%
23.27% 22.70%
1 37.29% 0 24.87%
500 39.19%
5011000 22.17% 5000059999 20.16%
3000039999 16.35%

0.7

(consistency)(stability) Cronbach's
Cronbach's 0.7
0.35 0.70~0.35
2

25

26

0.719
0.821
0.792
0.809
0.716
0.747
0.835
0.767
0.810
0.810
0.823

0.794

0.766

0.816

0.768
0.770
0.826
0.825
0.762
0.791
0.777

0.854

0.879
0.852

0.853

0.823
0.924
0.860
0.918
0.786
0.788
0.734
0.735
0.838
0.743
0.768

0.909

0.822

 2 0.794
0.766

0.816

0.854

0.853
0.909
0.822

3 F =10.634p = 0.576 0.022

0.058
=0.034 p =0.576 t
=0.560 H1

=0.167p =0.022t =2.292 H2

=0.127p =0.058t =1.901 H3

27

 3

t

F
R2

0.034
0.560
0.576

0.167
2.292
0.022
10.634
0.082

0.127
1.901
0.058

()
()
( ) ( )
( ) ( )

4
=0.283p =0.000t =5.105 H4

=0.035p =0.410t =0.824 H5

=0.082p =0.052t =1.946 H6

28

 4
t

0.283
5.105
0.000

0.015
0.365
0.715

0.384
6.910
0.000
x
43.280
0.035
0.824
0.410

x
0.082
1.946
0.052

R2

0.377

( 145 )( 225 )
=0.603 =0.467 5 Chowtest
5

Beta

0.603
8.9066
0.000

0.467
7.826
0.000

Chow, G. C.1960

6 ~ 8
H7
29

Yi=0 + 1Xi +i4.1

Yi Xi i i
0 1 i ~ i.i.d. (0, 2 )

4.24.3

Yi1=01 + 11Xi1 +i14.2

Yi2=02 + 12Xi2 +i24.3

4.24.3
4.24.3
H011= 12 F

F=

(SSE SSE1 SSE2 )/K

4.4
(SSE1 + SSE2 )/(N 2K)

SSE 4.1SSE1 SSE2

4.24.3K
2N 370F
K, N-2K4.4

30

(98.422 35.808 60.703)/2

= 3.6215
(35.808 + 60.703)/(370 4)

>F0.05(2, 366) F0.05(2, ) = 2.9957

H7

38.588
1
38.588
98.422
363
0.271
137.010
364

F
142.320

F
20.431
1
20.431
79.312
35.808
139
0.258
56.239
140

F
16.901
1
16.901
61.253
60.703
220
0.276
77.604
221

31

0.000

0.000

0.000

Bansal & Roth (2000)Young et al. (2010)

(Schifferstein & Oude Ophuis, 1998; Williams & Hammit, 2001)

(Rimal, Moon & Balasubramanian, 2005)

(Jolly, 1991; Soler et al., 2002)

(Ajzen, 1991; Azjen & Fishbein, 1980)

32

Ajzen(1985)

Magnusson et al.
(2001, 2003) Tarkiainen & Sundqvist(2005)

(2008)
(The Organic Center)

33

()

()

()

34

()

()

()

()

35

()

36

1. http://www.muni-buddha.com.tw/p2-detail.asp?Pid=39&tohit=1
2. (The Organic Center) http://organic-center.org/reportfiles/Taste2Pager.pdf
3.
24 7~10 93
4.
96
5.

102
6.
93
7.

94
8.

100
9.

97
10.-

99
11.

37

 100
12.

36 91
13.
SPA 100
14.
101
15.

102

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43

1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
11.
12.
13.
14.

44

15.
16.
17.
18.
19.
20.
21.
22.
23.
24.
25.
26.
27.
28.
29.
30.
31.
32.

1.
2.
3.
4.

1 2
120 221~30 331~40 441~50 550
1 () 2 () 3 4 5
1 2 3 4 5 6
7 __________()
5. 1 ( 7 )2 ( 6 )
6. 1 2 3 4
5 __________()

45

7. ()1 2
3 4 5 6
7 __________()
8. 1 (0 ) 21 32 43
54 65 ()
9. : 10 2500 3501~1,000
41,001~1,500 51,501~2,000 62,001~2,500 72,501~3,000
83,001
10. 130,000 230,000~39,999
340,000~49,999 450,000~59,999 560,000~69,999
670,000~79,999 780,000~89,999 890,000~99,999
9100,000

46