消費者國族中心主義對農產品購買行為之研究－新鮮蘋果為例

A Study of the Ethnocentrism on Agricultural Product Consumption Behavior in Taiwan-The Case of the Fresh Apple

葉春淵(Chun-Yune Yeh) ； 黃琮琪(Tsorng-Chyi Hwang) ； 羅炳和(Bing-Ho Lo) ； 李家銘(Jie-Ming Lee)

《中華農學會報》 8卷6期 (2007/12) Pp. 571-584

https://doi.org/10.6730/JAAC.200712_8(6).0006

摘要

我國於西元2002年正式成為WTO會員國，國外廠商進入本國市場障礙也逐漸降低。當消費者在購買叢產品時，消費者的情感（如國族中心主義）是否會像產品屬性評價一樣影響消費者購買決策，成為農民及農政眾位關心的議題。本文以多重排序性Probit模式(Ordered Probit)，分析消費者國族中心主義程度將如何影響國內消費者的新鮮蘋果（國外進口及國產）消費決策。Shimp及Sharma(1987)所設計的CETSCALE(consumer ethnocentrism tendencies scale, CETSCALE)量表，則為本文衡量消費者國族中心主義程度的工具。實證結果顯示國族中心主義確實會影響國人農產品的消費意願，其對於國內、外（美國）新鮮蘋果分別產生正、負向（不顯著）的效果。

關鍵字

消費者國族主義 ； 農產品購買 ； 多重排序性Probit模型

並列摘要

After Taiwan joined the WTO in 2002, the opening of the domestic market provided consumers with more product choices than ever. However, agricultural officers and farmers are concerned whether the consumers' decisions n buying agricultural products are affected by their emotions (such as ethnocentrism) instead of focusing on product attributes. This study examined how consumers posib1e ethnocentrism influences their buying decision, regarding domestic or foreign agricultural products. The Consumer Ethnocentrism Tendencies Scale (CETSCALF) designed by Shimp and Sharma (1987) was applied in the study to examine the degree of consumer ethnocentrism. The relationships between observable variables and purchasing intentions toward domestic and foreign fresh apples were analyzed through the Ordered Probit Models. The results confirmed that scores on the CETSCALE were positive correlated to purchasing domestic fresh apples and negative correlated to foreign (USA) fresh apples.

並列關鍵字

Consumers Ethnocentric Tendencies ； Agricultural Product Consumption Behavior ； Ordered Probit Model