農產品生產追溯系統對購買意願之影響

The Impact of Agricultural Product Production Traceability System on Purchase Intention

李長群(Chang-Chun Li) ； 陳玫瑾(Chen Mei Chin)

《觀光與休閒管理期刊》 5卷特刊2 (2017/08) Pp. 128-138

https://doi.org/10.6510/JTLM.5(S2).12

摘要

近年來，國際間相繼發生食品安全事件，從狂牛症、瘦肉精、禽流感…等疫病，國內亦發生多起農藥殘留過量等食品安全事件，不但造成消費者恐慌，也讓消費者對食品安全產生疑慮，農產品的源頭管理與衛生安全已經成社會大眾所關注’;的議題。為確保消費者之健康與安全，並提昇農業生產者產品安全與產品責任之觀念，發展安全農業，已成為未來農業發展的新趨勢。近年政府積極推動吉園圃安全蔬果、產銷履歷農產品，並建立「臺灣農產品生產追溯系統」，讓消費者可以從農場到餐桌可追溯生產供應體系，強化農產品安全把關，以增加消費者信心與購買意願。本研究主要探討生產追溯制度(QR CODE)對於消費者的產品涉入、信任度、知覺價值對購買意願的影響情況。研究方法以便利抽樣法進行問卷收集相關資料，並使用相關統計方法進行分析及檢定來驗證本研究之架構。

關鍵字

產品涉入 ； 信任度 ； 知覺價值 ； 購買意願 ； 生產追溯(QR CODE)

並列摘要

In recent years, the international succession of food safety incidents, from mad cow disease, clenbuterol, avian flu ... and other diseases, the domestic also occurred more than pesticide residues and other food safety incidents, not only caused consumers panic, but also to consumers Food safety concerns, the source of agricultural management and health and safety has become the public concern of the issue. In order to ensure the health and safety of consumers and to enhance the concept of product safety and product responsibility of agricultural producers, the development of safe agriculture has become a new trend of future agricultural development. In recent years, the Government has actively promoted the safety of fruits and vegetables in Kyrgyzstan Park, the production and marketing of agricultural products, and the establishment of the ＂Taiwan agricultural production traceability system＂, so that consumers can from the farm to the table can be traced back to the production and supply system, strengthen agricultural safety checks to increase consumer confidence and purchase intention The This study focuses on the impact of the production traceability system (QR CODE) on the consumer's product involvement, trust and perceived value on the purchase intention. The method was used to facilitate the sampling of the questionnaire to collect relevant information, and use the relevant statistical methods for analysis and verification to verify the structure of this study.

並列關鍵字

Product involvement ； trust ； perceived value ； purchase intention ； production traceability (QR CODE)