消費者對有機認證標章知覺價值、產品信任及其購買意願之研究

本研究目的在於探討有機認證標章知覺價值、產品信任及購買意願之關聯性。以北北基一般消費者為研究對象，進行實體問卷方式調查。問卷採隨機抽樣進行問卷發放，正式發放問卷462份，有效問卷410份，有效問卷回收率為88.75%。結果顯示，有機產品認證標章「知覺價值」、「產品信任」、「購買意願」量表整體平均數為3.68、3.80及3.64，均介於「普通」（3分）與「同意」（4分）之程度，顯示受訪者對認證標章產品的價值性有相當程度的認同及信任感，並相信這些資訊是正確且值得信賴的，而且顯示有機農產品的認證標章對消費者的購買意願是具影響的。透過皮爾森積差相關分析，結果顯示，「知覺價值」與「購買意願」呈現顯著中度正相關（r=0.53，p＜0.05）；「產品信任」與「購買意願」呈現顯著中度正相關（r=0.51，p＜0.05）；「知覺價值」與「產品信任」呈現顯著中度正相關（r=0.52，p＜0.05）。有機農產品認證標章的「知覺價值」顯著影響消費者之購買意願（p＜0.05），其標準化係數β為0.83，整體的解釋變異程度達68%。最後，根據研究結果提出具體之建議，以供實務應用及後續相關研究之參考。

關鍵字

有機認證標章；知覺價值；產品信任；購買意願

並列摘要

The purpose of this research is to explore the correlation between the perceived value of organic certification marks, product trust and purchase intention. Taking the general consumers of Taipei-Keelung as the research object, conduct a physical questionnaire survey. The questionnaires were randomly sampled and distributed. 462 questionnaires were formally distributed, with 410 valid questionnaires, and the effective questionnaire recovery rate was 88.75%. The results show that the overall average of the organic product certification label ＂perceived value＂, ＂product trust＂, and ＂intention to purchase＂ scales are 3.68, 3.80 and 3.64, which are all between ＂normal＂ (3 points) and ＂agree＂ (4 points). It shows that the respondents have a considerable degree of recognition and trust in the value of the certification mark products, and believe that the information is correct and trustworthy, and it shows that the certification mark of organic agricultural products is for consumers to buy Willingness is influential. Through Pearson product difference correlation analysis, the results show that ＂perceived value＂ and ＂purchase intention＂ show a significant and moderately positive correlation (r= 0.53, p＜0.05); ＂product trust＂ and ＂purchase intention＂ show a significant and moderately positive correlation (r= 0.51, p＜0.05); ＂Perceived value＂ and ＂product trust＂ showed a significant and moderately positive correlation (r= 0.52, p＜0.05). The ＂perceived value＂ of the organic agricultural product certification mark significantly affects consumers' purchase intention (p＜0.05), and its standardization coefficient β is 0.83, and the overall explanation variation is 68%. It can be seen that improving the perceived value and product trust of consumers' organic certification marks will help them increase their willingness to buy. Finally, specific suggestions are put forward based on the research results for practical application and follow-up related research reference.

並列關鍵字

Organic certification mark ； Perceived value ； Product trust ； Purchase intention

主題瀏覽