以方法目的鏈探討有機消費族群購買有機商品體驗的內涵與價值

Organic Consumers' Perceived Meanings and Values of the Organic Product Consumption Experience: A Means-End Chain Approach

梁榮達(Rong-Da Liang)

《台灣農學會報》 14卷6期 (2013/12) Pp. 565-580

https://doi.org/10.6730/JAAT.201312_14(6).0003

摘要

台灣現代農業發展正朝向精緻化、有機化以及追求高品質的風潮。其中，有機農業雖然漸漸受到消費者的歡迎，卻鮮少研究探討有機消費體驗對於消費者的真正意義。有鑑於此，瞭解有機消費族群在購買過程中，到底有哪些個人價值觀與行為上的特點，以及不同價值觀如何造就差異化的消費行為就成為有機農業推廣之重要議題。本研究運用方法目的鏈，以兩階段進行有機農產品消費行為之產品屬性－購買結果－食用價值分析。第一階段，以階梯法訪談30位有機農產品消費者；第二階段，以內容分析法分析出：（1）有機食品屬性，共有13項；例如無農藥、蔬果高營養具原味、高價。（2）有機食品結果，共有10項，例如健康與安全。（3）有機食品價值，共有6項，例如保護環境、對家庭的責任，本研究學術及實務意涵將於結論探討。

關鍵字

方法目的鏈（Means-end china） ； 有機商品體驗（organic product consumption experience） ； 訪談（interview）

並列摘要

The modern agriculture industry of Taiwan is witnessing a trend toward more delicate, organic, and higher quality food. However, few studies have explored the real meaning of the organic consumption experience to consumers, even though organic food is popular with them. Therefore, under the consumption process of the organic consumption group, understanding the characteristics of individual's values as well as their behavior and why different values create difference consumption behaviors are important marketing issues. This study adopts a means-end chain approach to analyze the attributes and results of the value of organic consumption behavior in two steps. In the first step, we interviewed 30 consumers who bought organic agriculture products, and in the second step the interview content was integrated based on the content analysis method. (1) organic food attributes include 15 items, such as no pesticides, high nutrition, high price. (2) organic food results include 14 items, such as health and safety. (3) organic food value includes 7 items, such as the environment protection and responsibility for the family. The theoretical and practical implications are discussed in the conclusion.