| 摘要: | 根據文化部對於文化創意產業的定義，總共有十六項類別，其中的創意生活產業是屬於文化創意產業的第十四項，屬於經濟部管理，創意生活產業定義中包含飲食文化，加上近年來國民的健康跟環保意識提升，對食品安全問題越來越重視，使得健康飲食的議題越發關心，隨著現在學生族群在家料理比例增加，使得有機食品的話題成為大家熱烈討論的，在有機文化中，各大商家都在思考要如何把有機文化結合創意帶入生活中，其中有機蔬菜是最為大眾所知，所以本研究主要目的是探討大學生有機創意飲食行為因素的研究，應用 Ajzen 的計劃行為理論為基礎來探討大學生建構有機文化的創意生活之行為意向，以網路問卷來回收樣本，所得數據資料以SPSS統計套裝軟體來進行統整分析，結論為：態度、主觀規範與知覺行為控制等三個構面都會對行為意圖具有影響，但是影響消費者在購買有機蔬菜之行為意圖最大的因素是態度，則知覺行為控制的影響最小。最後，本研究針對廠商、政府與未來研究者提出具體建議，以供參考。研究結果將提供給有機蔬菜相關業者以及文化創意產業做為參考，對土壤與環境更友善，進而達到生態永續發展，以降低大學生購買有機蔬菜的疑慮，提高國人購買有機蔬菜之慾望，健康飲食。關鍵詞：文化創意產業、有機文化、創意生活產業、計畫行為理論
According to the Ministry of Culture's definition of cultural and creative industries, there are a total of 16 categories. Among them, the creative life industry belongs to the fourteenth item of the cultural and creative industries and belongs to the management of the Ministry of Economic Affairs. The definition of creative life industry includes food culture and in recent years. The health and environmental protection awareness of the people coming to the country has increased, and more and more attention has been paid to food safety issues, which has made the issue of healthy eating more and more concerned. With the increase in the proportion of students cooking at home, the topic of organic food has become a hot topic for everyone to discuss. In organic culture In China, all major businesses are thinking about how to bring organic culture and creativity into life. Among them, organic vegetables are the most well-known. Therefore, the main purpose of this research is to explore the research on the behavioral factors of college students’ organic creative eating and apply Ajzen's planning behavior. Based on theory to explore the behavioral intention of college students to construct an organic cultural creative life, collect samples from online questionnaires, and use SPSS statistical package software for integrated analysis. The conclusions are: attitudes, subjective norms, and perceptual behavior control, etc. All three dimensions will have an impact on behavioral intentions, but the biggest factor that affects consumers' behavioral intentions when buying organic vegetables is attitude, and perceptual behavioral control has the least influence.Finally, this study puts forward specific suggestions for manufacturers, governments and future researchers for reference. The research results will be provided to organic vegetable related businesses and cultural and creative industries as a reference, which is more friendly to the soil and the environment, and thus achieves ecological sustainable development, so as to reduce the doubts of college students buying organic vegetables, increase the desire of Chinese people to buy organic vegetables, and eat healthy.Keywords: Cultural and creative industries, organic culture, creative life industry, planning behavior theory |
