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題名：營養標示資訊對消費決策影響效果之研究
作者：陳海菁
作者(外文)：Hai-Jing Chen
校院名稱：國立中興大學
系所名稱：應用經濟學研究所
指導教授：萬鍾汶
學位類別：博士
出版日期：2004
主題關鍵詞：營養標示；公共資訊；品質揭露效果；認知品質替代效果；認知品質所得效果；認知品質效率效果；Nutrition Label；Public Information；Quality Unfolding Effect；Perceived Quality Substitution Effect；Perceived Quality Income Effect；Perceived Quality Efficiency Effect
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　　人們消費各類食物的目的在於獲取適當的營養素以維持身體健康，然而由於食品營養素屬信任屬性，消費者不易瞭解食品的真實營養價值，營養標示能直接傳遞營養素含量資訊，以導正消費者對食品營養價值的錯誤認知，藉此矯正選擇的偏誤。本研究旨在探討營養標示資訊變化對消費者選擇的影響效果，以Lancaster之特徵理論基礎架構為軸，推導出兼顧經濟及財貨本質層面的各類影響效果。標示資訊的總效果得視「認知品質替代」、「認知品質所得」及「認知品質效率」三股力量的相對強度、以及認知品質與實際品質的偏差而定，同時搭配比較即可系統化探究營養標示資訊變化對消費選擇的可能影響情形。
　　本研究設計出一般化的實驗架構，並實際針對110位大學生進行熱量資訊標示對五種市售商品選擇行為影響的測試，並以統計檢定及迴歸分析方式檢測營養標示資訊的總效果及認知品質效果，結果發現：
1.所有測試產品的需求量在標示前後具有顯著差異，顯示營養標示資訊總效果確實存在。
2.以特定食品需求對認知消費技術變動進行迴歸測試的結果，無法明確顯示出認知品質效果。
　　縱使實證結果無法明確驗證理論的假說，實驗結果仍為消費者的營養標示資訊使用情形及應用能力提供一些量化的訊息：
1.大部分受訪者皆看過營養標示，在購物時會考慮食物的營養價值，並視營養標示為一種資訊來源。
2.大學生關心的營養標示項目中有些非我國現階段營養標示規範中規定需列示的項目，隱含目前我國標示規範水準可能過低，無法滿足國人。
3.即使是大學生在營養標示資訊的處理應用仍有困難，此隱含現行食品營養標示對國人而言可能太複雜。
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