茶消費者對茶業產地證明標章認知、知覺價值及購買意願之研究－以中南部茶產區為例

Tea Consumer's Awareness of Tea's Certification of Origin, Perceived Value and Purchasing Willingness: Example of Tea Production Areas in Central and Southern Taiwan

李幸芳(Hsing-Fang Lee) ； 黃炳文(Biing-Wen Huang)

《台灣農學會報》 18卷2期 (2017/06) Pp. 144-160

https://doi.org/10.6730/JAAT.201706_18(2).0004

摘要

因食品安全風暴連環爆，在2015年毒茶風暴後，茶葉產地來源備受重視。本研究主要探討茶消費者對茶葉產地證明標章認知、知覺價值及購買意願及其間之關係。在中南部茶產區採便利抽樣及網路方式進行問卷調查，共發放480份問卷，回收有效問卷385份，以SPSS軟體進行統計分析。研究結果發現，茶消費者對茶葉產地證明標章認知程度中以安全性相對較高，以標章定位相對較低；茶消費者對茶葉產地證明標章的認知會影響其知覺價值，且具有正向影響關係；知覺價值在標章認知對其購買意願間具有中介效果，且為正向影響；茶葉產地證明標章之標章認知、知覺價值對消費者購買意願具有正向影響關係；故加強茶消費者對茶葉產地證明標章認知與知覺價值，可提高其購買意願。

關鍵字

標章認知 ； 知覺價值 ； 購買意願 ； 產地證明標章

並列摘要

Following the 2015 ＂poison tea＂ crisis and to ensure food safety events, the origin of tea products is a matter of increasing public concern. This study focuses on tea consumers' awareness of the certification of origin for tea, perceived value, purchasing willingness and their correlations. Data was collected by internet survey and convenience sampling in the tea production region of central and southern Taiwan, including 385 effective respondents out of 480 total. The SPSS software is used for statistical analysis. The results show among the tea consumer's awareness level for the certification of origin of tea is higher in relation to safety and lower in the orientation of label. The tea consumer's cognition for the certification of origin for tea will affect the perceived value with a positive correlation. The perceived value in terms of label is intermediary to affect the purchasing willingness and has a positive correlation. Awareness of the certification of origin for tea and perceived value have positive effects on consumer's willingness to purchase. If the consumer's cognition for the certification of origin for tea and perceived value could be strengthened, the purchasing willingness could be raised.

並列關鍵字

cognition of label ； perceived value ； purchasing willingness ； certification of origin for tea

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