摘 要
在健康、永續與動保的觀念提升後，彈性蔬食者的比例逐漸上升，以植物蛋白為基底的植物肉成為新的肉類替代方案。在植物肉日漸受歡迎及注目之下，本研究旨在探討產品創新與健康意識對於植物肉的知覺價值之影響，並調查消費者對於植物肉購買意願的關聯性。本研究以便利抽樣的方式調查有食用過植物肉的消費者在網路上發放236份問卷其中有效問卷為225份並用SPSS軟體進行分析，結果指出產品創新對於購買意願無顯著影響，知覺價值在二者間不具中介效果；健康意識會正向影響購買意願，但知覺價值在其中未扮演中介的角色；而從眾行為亦未在知覺價值與購買意願中產生調節作用。本研究建議相關企業持續研發具創新、健康理念之產品，以符合消費者的期望，並希冀未來的學者更加深入地探討更多面向，以提升植物肉領域的文獻。
關鍵詞：健康意識、從眾行為、知覺價值、植物肉、產品創新、購買意願
Abstract
With increasing awareness of health, sustainability, and animal welfare, the proportion of flexitarians keeps rising. Plant-based meat, based on plant proteins, has become a new meat alternative, mainly consumed by those who emphasize healthy eating, environmental protection, and social responsibility. This study explores the impact of product innovation and health consciousness on consumer purchase intention, the perceived value of plant-based meat, and herd behavior. In this study, 236 questionnaires were distributed, and 225 valid responses were received, resulting in a recovery rate of 95%. The statistical analysis, conducted via SPSS, revealed several key findings. Firstly, we found that product innovation has no significant impact on purchase intention, so does the perceived value of plant-based meat. Also, traditional marketing strategies are not effective in influencing consumer behavior. Secondly, whereas health consciousness positively influences purchase intention, the perceived value of plant-based meat does not. This suggests that consumers are increasingly prioritizing their health when making purchasing decisions. Lastly, the study also showed that herd behavior does not play a significant role in the relationship between the perceived value of plant-based meat and purchase intention. These findings suggest that enterprises should develop innovative and health-oriented products to meet consumer expectations. Furthermore, the study underscores the need for continuous learning and research of plant-based meat to explore additional dimensions and professional knowledge in this field.
Keywords: Health consciousness, Herd behavior, Perceived value, Plant-based meat, Product Innovation, Purchase intention