民以食為天，飲食溫飽是人類最基礎的生理需求，而在時代的前進以及經濟模式的改變下，除了獲得食物的渠道急遽增加，進食也不再只求裹腹，菜色種類更是五花八門，令人眼花撩亂。隨著社會經濟的演變，超商也與現代人的生活密不可分，不論各種帳單繳費、日用品、咖啡、手搖飲料以及鮮食，都能一站式消費。也因為與生活的息息相關，讓超商業者憑藉通路優勢，積極擴大鮮食品類並持續研發推陳出新，藉此吸引不同族群的消費者並增加進店的新鮮感。
本研究透過問卷方式收集資料，採用實證研究方法，旨在探討消費者對於超商鮮食的消費頻率、即期鮮食折扣的接受度、即期鮮食折扣的偏好以及是否在意即期鮮食的保存期限。研究結果顯示，超商即期鮮食的受歡迎主要歸因於折扣外，消費者對超商即期鮮食能夠減少浪費等意識亦呈現正向態度，認為不僅能節省消費成本，更能有效利用資源，超商業者更應掌握消費體驗行為，使其形成良善循環對地球更加友好。

Food is the primary necessity of the people; satisfying hunger is the most basic physiological need of humans. With the advancement of time and changes in economic models, the channels to obtain food have drastically increased. Eating is no longer just about satiation; the variety of dishes is now dazzling. With the evolution of the social economy, convenience stores have become an integral part of modern life. They offer a one-stop solution for paying bills, purchasing daily necessities, coffee, hand-shaken beverages, and fresh food. Due to this close connection with daily life, convenience store operators leverage their channel advantages to actively expand their fresh food categories and continually innovate, aiming to attract different consumer groups and enhance the freshness of the in-store experience.
This study collected data through a questionnaire survey, employing an empirical research approach to explore consumers' frequency of purchasing fresh food from convenience stores, their acceptance of discounts on near-expiry fresh food, their preferences for such discounts, and whether they care about the shelf life of near-expiry fresh food. The research findings indicate that the popularity of near-expiry fresh food in convenience stores is primarily attributed to discounts. Additionally, consumers exhibit a positive attitude towards the notion that near-expiry fresh food in convenience stores can reduce waste, believing that it not only saves consumption costs but also efficiently utilizes resources. Convenience store operators should further understand consumer behavior to foster a virtuous cycle, thereby contributing to a more environmentally friendly planet.
Keywords: Discounts on near-expiry fresh food, Consumer behavior, Food waste, Convenience store, Environmentally friendly.

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