向太陽揮揮手

Changing tastes: the adoption of new food choices in post-reform China

Abstract

In developing nations throughout the world, consumers are being assailed by new products and services, many of which can alter or supplant time-honored consumption customs.

在全世界的發展中國家裡，消費者不可避免地被新穎的產品和服務環繞，在這些產品和服務中，有許多能夠取代舊有、耗時、但受重視的飲食習慣[1]。

Based on a yearlong field study in Nanjing, People’s Republic of China, this research investigates the factors that influence the extent to which individuals are willing to alter their traditional consumption patterns when offered new choices.

以在中國南京為期一年的實地研究為基礎，本文探討了當消費者面對新的選擇時，消費者願意改變其舊有飲食型態的程度。

Results suggest that, as household production theories would predict, adoption of time-saving processed food items by contemporary Chinese consumers is influenced by increased income and increased demands on time.

我們發現，如同家戶生產理論預測的，目前中國消費者使用省時的料理食品的情形，正因收入增加和對時間觀念的改變而有所影響。

A number of other important influences, however, are equally important, including loyalty to a long tradition of buying fresh food, the need to be ‘‘in control,’’ and a desire to maintain identity and traditional family relationships.

然而，其他同樣舉足輕重的因素包括，炎黃子孫對新鮮食材的忠實、控制感的需求[2]、以及期望能維持認同和傳統的家庭關係。

The study indicates that an interplay of factors motivates consumers to resist or embrace new consumption choices.

本文認為，這些因素的相互作用是決定了消費者接受或拒絕新型飲食型態的主因。