計畫關係理論之新觀點：以有機食品消費者為例

New Aspects of Theory of Planned Relationship: An Exploratory Study of Organic Food Consumers

顏財發(Tsai-Fa Yen)

《休閒事業研究》 15卷2期 (2017/06) Pp. 1-14

https://doi.org/10.6746/LIR.201706_15(2).0001

摘要

在經濟成長與人口擴增的情形下，中國被認為是有機食品的未來市場。由於收入增加與對健康的關注使生活水準提升，中國消費者更關注食品品質，因而創造有機食品發展利基，如何吸引消費者對有機食品的關注成為重要議題。本文之目的為從計畫行為理論與關係行銷理論探討有機食品消費者知覺現況、探討兩理論模式與整合模式對行為意願的影響以及研擬管理意涵。本研究透過問卷蒐集資料，最後獲得200份有效問卷，有效問卷率92%。研究發現，計畫行為理論與關係行銷理論的整合模式是有效的。研究建議廠家應該多舉辦有機食品家族聚會，透過家族聚會提升有機食品形象，並維繫有機食品消費者間的社會交流互動與鏈結。

關鍵字

態度 ； 計畫行為理論 ； 關係行銷理論

並列摘要

Regarding China, this country is considered as one of the most potential markets in terms of economic growth and population expansion in organic food. Due to the improvement in living standards such as increase in income and healthy consciousness, Chinese consumers start to focus more on food quality, and hence create the chance for the development of organic food market. How to attract consumers' attention has become an emergency issue for both academia and practioners. This study was aims at investigating the current status consumers' perceived through theory of planned behavior (TPB) and relationship marketing theory; the effects of the theories and the integrated model; and further offering the managerial implications. Questionnaire survey was employed for collecting data and 200 valid samples with a response rate 92% were received from those consumers in Fujian province, China. Findings show that the integrated model of TPB and relationship marketing theory was effective. Firms should hold more family reunions of organic food in order to enhance its image and maintain the interaction and linkage among consumers.

並列關鍵字

Attitude ； Theory of planned behavior (TPB) ； Relationship marketing