植物性蛋白質為植物原料製成的「植物肉」，被視為解決氣候變遷、未來糧食危機、動物福利、畜牧業危害等議題的關鍵，也逐漸成為未來飲食新趨勢，但是，仍然缺乏有關消費者對這些新食品的需求及其最終市場潛力的資訊。 本研究採Google表單方式於2022年05月於網路上發放，以大台北地區一般民眾為對象，共回收450份問卷，有效樣本432份，有效問卷率為96%。 回收後採用SPSS 21.0 (Statistical Product and Service Solutions) 統計套裝軟體進行數據統計分析。 本研究統計，在人口學特性中，受訪者以女性為主 (68.5%)，受訪者年齡分布以31~40歲為主要年齡層 (31.7%)。 教育程度為大學居多 (42.4%)，其次為研究所以上(33.3%)。 職業以上班族最多 (55.8%)，每月平均收入介於5萬元以上最多 (28.5%)。 受訪者宗教信仰以佛教 (30.8%) 及無信仰 (28.0%) 為主，日常飲食習慣以葷食為主 (78.2%)。 進一步分析結果顯示，86.1%之受訪者聽說過植物肉，對於植物肉認知與受訪者教育程度有顯著性相關 (p<0.05)。從多元迴 歸分析結果發現， 歸分析結果發現， 植物肉態度會直接影響 植物肉品牌形象 ，而 植物肉品牌形象會 直接影響 植物肉購買動機 ，植物肉態度與購買動機有顯著性差異 ，顯示 ，顯示 兩變數皆 對購買動機有顯著正向影響關係，其中又以植物肉態度的最為重要。 對購買動機有顯著正向影響關係，其中又以植物肉態度的最為重要。 對購買動機有顯著正向影響關係，其中又以植物肉態度的最為重要。 對購買動機有顯著正向影響關係，其中又以植物肉態度的最為重要。 對購買動機有顯著正向影響關係，其中又以植物肉態度的最為重要。 對購買動機有顯著正向影響關係，其中又以植物肉態度的最為重要。 對購買動機有顯著正向影響關係，其中又以植物肉態度的最為重要。 以上述結果為依據，將可提供在台灣素食及非素食者潛在購買植物肉之消費行為的研究潛力。

"Plant-based meat" made of plant-based protein is regarded as the key to solving issues such as climate change, future food crisis, animal welfare, and animal husbandry hazards, and has gradually become a new trend in future diets. Consumer demand for these new foods and their final market potential. This study was distributed on the Internet in May 2022 by Google form. The general public in Taipei Metropolitan Area was targeted. A total of 450 questionnaires were collected, 432 were valid samples, and the valid questionnaire rate was 96%. After recovery, SPSS 21.0 (Statistical Product and Service Solutions) statistical package software was used for statistical analysis of data. According to the statistics of this study, in terms of demographic characteristics, the respondents were mainly female (68.5%), and the age distribution of the respondents was mainly 31-40 years old (31.7%). The education level is mostly university (42.4%), followed by graduate school or above (33.3%). The occupation is mostly office workers (55.8%), and the average monthly income is more than NT$50,000 (28.5%). Respondents' religious beliefs were mainly Buddhism (30.8%) and no beliefs (28.0%), and their daily eating habits were mainly meat diet (78.2%). Further analysis showed that 86.1% of the respondents had heard of plant-based meat. There was a significant correlation between the cognition of plant-based meat and the education level of the respondents (p<0.05). From the results of multiple regression analysis, it is found that the attitude of plant-based meat will directly affect the brand image of plant-based meat, The brand image of plant meat will directly affect the purchase motivation of plant meat. Significant positive influence relationship, among which, the influence of plant-based meat attitude is the most important. Based on the above results, it will provide the potential for research on the consumption behavior of vegetarians and non-vegetarians in Taiwan to buy plant-based meat.

目次
誌謝 ................................ ................................ ................................ ................................ I
中文摘要 ................................ ................................ ................................ ....................... II
Abstract ................................ ................................ ................................ ...................... III
目次 ................................ ................................ ................................ ............................. IV
附表目錄 ................................ ................................ ................................ ..................... VI 圖目錄 ................................ ................................ ................................ ........................ VII 表目錄 ................................ ................................ ................................ ...................... VIII
第一章 緒論 ................................ ................................ ................................ ................ 1
第一節 研究背景 ................................ ................................ ................................ .... 1
第二節 研究目的 ................................ ................................ ................................ .... 2
第三節 研究對象與範圍 ................................ ................................ ........................ 2
第二章 文獻回顧 ................................ ................................ ................................ ........ 3
第一節 植物肉 ................................ ................................ ................................ ........ 3
第二節 認知 ................................ ................................ ................................ ............ 8
第三節 態度 ................................ ................................ ................................ ............ 8
第四節 品牌形象 ................................ ................................ ................................ .... 8
第五節 購買動機 ................................ ................................ ................................ .... 8
第六節 購買意願 ................................ ................................ ................................ .... 8
第三章 研究方法 ................................ ................................ ................................ ........ 9
第一節 研究方法 ................................ ................................ ................................ .... 9
第二節 研究架構 ................................ ................................ ................................ .... 9
第三節 問卷施測 ................................ ................................ ................................ .... 9
第四節 問卷設計 ................................ ................................ ................................ .... 9
第五節 研究假設 ................................ ................................ ................................ .. 10
第六節 資料處理及分析方法 ................................ ................................ .............. 11
第四章 結果與討論 結果與討論 ................................ ................................ ................................ . 13
第一節 描述性分析 ................................ ................................ .............................. 13
第二節 信度與效分析 ................................ ................................ ...................... 15
第三節 皮爾森分析 ................................ ................................ .............................. 15
第四節 多元線性迴歸與解釋力 ................................ ................................ .......... 15
第五章 結論與建議 結論與建議 ................................ ................................ ................................ . 16
v
第一節 研究結論 ................................ ................................ ................................ .... 16
第二節 研究限制與建議 ................................ ................................ ........................ 16
圖表 ................................ ................................ ................................ .............................. 17
參考文獻 ................................ ................................ ................................ ...................... 46
附錄 ................................ ................................ ................................ .............................. 49
一、 前測問卷 ................................ ................................ ................................ ...... 49
二、 正式問卷 ................................ ................................ ................................ ...... 55
vi
附表目錄
附表一 、植物性蛋白質的種類和作用敘述 …………………………………………4
附表二 、與肉類產品的香氣及風味有關之前趨物 質化合……………………5
vii
圖目錄
圖 1、研究流程圖 ……………………………………………………………………17
圖 2、研究架構 ………………………………………………………………………18
圖 3、受訪者之居住地分布 …………………………………………………………19
圖 4、受訪者之性別分布 ……………………………………………………………20
圖 5、受訪者之年齡層分布 …………………………………………………………21
圖 6、受訪者之教育程度分布 ……………………………………………………...22
圖 7、受訪者之職業分布 ……………………………………………………………23
圖 8、受訪者之每月平均收入 (新台幣 )分布 ………………………………………24
圖 9、受訪者之宗教信仰分布 ………………………………………………………25
圖 10、受訪者之日常飲食習慣分布 ……………………………………………….26
圖 11、 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 受訪者最近三個月吃素的頻率之分 布………………………………………27
圖 12、受訪者最近三個月吃肉類的頻率之分布 ……………………………….....28
viii
表目錄
表 1 大台北地區民眾人口背景分析表 …………………………………………….29 表 2 受訪者對植物肉認知之統計分析 …………………………………………….31 表 3 受訪者教育程度對 「植物肉 」一詞的理解之統計分析 ………………………32 表 4 受訪者教育程度對植物肉製造技術及特色的理解之統計分析 …………….33 表 5 受訪者對植物品牌認識之統計分析 ………………………………………….34 表 6 受訪者對植物肉購買意願之統計分析 ……………………………………….37 表 7 受訪者人口特性對植物肉態度 、品牌形象 、購買動機之差異性分析 …….33 表 8 各研究變項之 Cronbach’s α值……………………………………………….40 表 9 植物肉態度、品牌形象與購買動機之相關性分析 植物肉態度、品牌形象與購買動機之相關性分析 植物肉態度、品牌形象與購買動機之相關性分析 植物肉態度、品牌形象與購買動機之相關性分析 ...........................................41 表 10 植物肉態度影響品牌形象之多元線性迴歸分析 …………………………...42 表 11 植物肉品牌形象影響購買動機之多元線性迴歸分析 ……………………...43 表 12植物肉態度影響購買動機之多元線性迴歸分析 ……………………………44 表 13植物肉態度和品牌形象影響購買動機之多元線性迴歸分析 ……….45

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