納豆（なっとう），是一種廣為被世人所知的日本傳統國民食品。在日本，除了是廣受喜愛的佐餐，更是被官方譽為超級食品，納豆由大豆發酵製成，含有大量人體所需且有利人體消化吸收的蛋白質、大豆異黃酮、卵磷脂、亞麻油酸、葉酸、大豆纖維、維生素B1、B2、E、K等健康營養成分，及鈣、鋅、鎂、鉀、鐵等調節生理的重要元素。
但即便如此，日本人對納豆也有兩極化的反應。日本網絡服務商Nifty公司2017年的調查發現，只有62%的日本人喜愛納豆，13%的人討厭納豆；其討厭的理由是「味道｣。納豆在2018年被瑞典噁心食物博物館（Disgusting Food Museum）收藏，且被紐約時報、華盛頓郵報等及多家世界主流媒體廣泛報導。由此可知超級食品納豆雖然富含極高的營養與保健價值，卻因其味道使多數世人對它敬而遠之。
本研究選定以台灣人對納豆食用意願為研究主題，試圖找出如何提升台灣人對於納豆接受度之模式，並去了解納豆的現行風味是否符合台灣人的期待，進而提出推廣納豆食品的建議，這將有助於促進大眾健康之改善。
經相關文獻探討及實驗問卷填答數據彙整顯示，台灣地區的消費者對於納豆在外觀上是可以接受的，理由為對於豆類發酵食品的高孰悉度，但對其氣味與黏膩的口感所產生負面觀感因而導致接受度不佳，因而直接消費者的食用意願。經實證結果本研究認為，在改變納豆之色香味做為中介效果的影響下，消費者對於產品所提供的美味之感官認知程度有著顯著提升，於食用納豆的意願成正面影響。

Natto is a traditional Japanese national food that is widely known by people around the world. In Japan, it is not only a popular condiment, but also recognized as a superfood by the government. Natto is made from fermented soybeans, which contain a large amount of protein, soy isoflavones, lecithin, alpha-linolenic acid, folic acid, soy fiber, and vitamins B1, B2, E, and K. It also contains important elements such as calcium, zinc, magnesium, potassium, and iron that regulate physiological functions.
However, Japanese people have mixed reactions towards natto. A survey conducted by the Japanese internet service provider, Nifty, in 2017 found that only 62% of Japanese people like natto, while 13% dislike it, and the main reason for disliking it is the taste. Natto was also featured in the Disgusting Food Museum in Sweden in 2018 and has been widely covered by major media outlets such as The New York Times and The Washington Post. Although natto is a superfood with high nutritional and health value, its taste repels many people.
This study focuses on Taiwanese people’s willingness to consume natto, aiming to find ways to improve their acceptance of natto. The study also investigates whether the current flavor of natto meets the expectations of Taiwanese people, and provides suggestions for promoting natto consumption, which can contribute to improving public health.
Based on the review of relevant literature and analysis of questionnaire data, it is found that Taiwanese consumers are generally accepting of the appearance of natto due to their familiarity with fermented bean products. However, they have negative perceptions towards its odor and sticky texture, which directly affects their willingness to consume natto. Based on the empirical results, this study suggests that changing the color, aroma, and taste of natto as mediating factors significantly enhances consumers’ sensory perception of the product’s deliciousness, thus positively influencing their willingness to consume natto.

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