應用計畫行為理論探討有機農產品之消費行為與行為意向

Application of Planned Behavior Theory Exploring the Consumption Behavior and Behavioral Intentions of Organic Agricultural

黃蘭茜(Lan-Chien Huang) ； 林豐瑞(Feng-Jui Lin) ； 陳姿卉(Tzu-Huai Chen) ； 吳沂貞(Yih-Jen Wu)

《台灣農學會報》 13卷3期 (2012/06) Pp. 225-247

https://doi.org/10.6730/JAAT.201206_13(3).0001

摘要

本研究依研究動機與目的，以購買過有機農產品之消費者為受訪對象，並以問卷調查方式與 SPSS 12.0與LISREL8.54統計分析軟體進行實證分析。此間，本研究旨在藉計畫行為理論模式，以結構方程模式驗證有機農產品消費者計畫消費行為模式之適合度及其與理論潛在變數間之影響關係。研究結果顯示，本研究藉由計畫行為理論建構之有機農產品消費者計畫消費行為之衡量模式，可以用來解釋與預測消費之行為態度、主觀規範、知覺行為控制及消費行為意向與消費行為等五構面間之直接與間接效果之交互影響關係。而且分別透過其主要關鍵因素以影響彼此間之正向相關程度，以主觀規範購面對消費行為意向構面的影響最高。最後，本研究依研究結果進一步提出可能的行銷管理意涵，並提出具體可行之建議供有機農產品業者及政府相關輔導單位在規劃與執行上之參考。

關鍵字

計畫行為理論 ； 消費行為意向 ； 消費行為 ； 有機農產品

並列摘要

The study interviews consumers having experience of organic agricultural product consumption. The empirical data was analyzed using the SPSS 12.0 and LISREL 8.54 statistical software. Within this, the study is based on understanding the present stage of overall domestic consumption of organic agricultural products. It also relies on the theory of the planned behavior model, using the structural equation modeling (SEM) technique to test and examine the fitness between the organic agricultural product consumer intention in relation to consumption behavior and how its theory potentials variably affect the relation.The results showed for the theory of planned-behavior in organic agricultural products, the consumer's consumption planned-behavior measurement model can be used to explain and predict the consumer's behavioral attitudes, subjective norms, perceived behavioral control, consumer behavioral inclination and consumer behavior. The interaction of the direct and indirect effects of these five dimensions influences its interaction relationship. In addition, Finally, the findings of this study further put forth possible implications for marketing management and present concrete feasible suggestions for the organic agricultural industry and relevant government departments in the planning and implementation of the organic industry.