民衆對茶油消費行為意向之探討

THE RESEARCH FOR THE CONSUMER'S INTENTION OF CAMELLIA OIL CONSUMPTION

謝偉民(Wei-Ming Hsieh)

《中華林學季刊》 51卷4期 (2018/12) Pp. 291-308

摘要

台灣民眾在選購茶油時，通常優先考量其產品之來源和品質，探討消費者的行為意向，亦是茶油產業的重要一環，本研究以計畫行為理論為基礎，試圖建構一個茶油消費者行為模式，可以有效預測及解釋消費者的購買行為。運用系統抽樣問卷調查，對象為台北市舉辦的台灣茶藝博覽會之參與民眾，利用敘述統計量、t檢定與變異數分析進行不同統計數據分析；並應用AMOS軟體與線性結構方程進行統計分析。以筆者所編製的量表為工具，共發出調查問卷450份，有效回收問卷412份，有效回收率為91.6%。研究結果顯示：經過標準化後的方程式中得知，影響茶油產業的消費者的行為意向，主觀規範的係數為0.57最高，顯示其影響力最為關鍵，其次為知覺行為控制的係數為0.41，影響力最小者為態度，係數僅為0.17。建議產品資訊透明方便民眾選購產品，以及推廣食農教育和正確保健觀念。研究結果可作為往後茶油業者策略發展之依據。

關鍵字

行為意向 ； 計畫行為理論 ； 結構方程模式 ； 主觀規範 ； 知覺行為控制

並列摘要

When people purchase camellia oil, they usually give priority to the source and quality of their products in Taiwan. The intention of consumer behavior has become an important factor in the development of the camellia oil industry. The purpose of this study attempts to construct a model of the consumption behavior of camellia oil through the theory of planned behavior (TPB). A systematic sampling survey was conducted to survey the people who participated in the Taiwan Tea Culture Expo in Taipei. The questionnaire was collected and statistically analyzed using narrative statistics, t test, and analysis of variance (ANOVA). Convenience sampling, Structural Equation Modeling (SEM) and AMOS software package were employed to collect and analyze the survey data. Using the scale compiled by the author as a tool, 450 questionnaires were sent out, and 412 questionnaires were effectively recovered. The effective recovery rate was 91.6%. The results indicated that the equations affecting the behavior of consumers in the camellia oil industry, the coefficient of subjective norms is the highest at 0.57, indicating that its influence is the most critical. Secondly, the coefficient of perceptual behavior control is 0.41, and the least influential is attitude, the coefficient is only 0.17. The research conducted suggests that product information for people to buy products, as well as promote food and agriculture education to carry out the concept of correct health care. The study results can contribute to future studies regarding the strategic choices in the future development of the industry.

並列關鍵字

behavioral intention ； Theory of Planned Behavior ； structural equation modeling ； subjective norm ； perceptual behavior control