消費者有機產品的來源國形象對購買意圖與購買行為影響之研究

The Effects of Organic Products' Country of Origin Image on Purchase Intention and Purchase Behavior among Consumers

黃翠瑛(Tsui-Ying Huang) ； 陳秀珍(Siou-Jhen Chen) ； 陳霖瑩(Ling-Ying Chen)

《台灣農學會報》 12卷4期 (2011/08) Pp. 351-363

https://doi.org/10.6730/JAAT.201108_12(4).0004

摘要

全世界估計至2010年有機產品產值，預計可成長到500多億美元。正逢其時，台灣有機產品的市場需求亦急速上升，本研究以台灣地區，曾經購買過有機產品之消費者作為研究對象。在樣本選取方面，採用網路問卷與實地發放方式，共發出342份，回收中有效問卷共有296份，其回收率為86%，並採用結構方程模式來驗證分析，研究結果發現：消費者對有機產品來源國的國家形象，確實會影響消費者的知覺品質與購買意圖；同時，消費者對有機產品的知覺品質確實會對購買意圖產生影響並且也會對實際購買行為有影響效果。

關鍵字

有機產品 ； 來源國形象 ； 購買意圖 ； 購買行為 ； 結構方程模式

並列摘要

It has been estimated that the value of organic products will grow to more than $50 billion dollars. With this trend, the demand for organic products has risen rapidly in Taiwan. his study gathers data from consumers who have previously bought organic products in Taiwan and then, web research and a field survey were applied. Of the 342 questionnaires sent, we received 296 responses, which provided enough information to be usable. We then used structural equation modeling and the findings showed the country-of-origin of organic products will positively influence consumers' perceived quality and purchase intention. Moreover, the organic products' perceived quality of consumers will positively influence consumers' purchase intention and purchase behavior.

並列關鍵字

Organic Product ； Country-of-Origin Image ； Purchase Intention ； Purchase Behavior ； Structural Equation Modeling