有機蔬果網站對購買意願之影響

Organic Fruit-and-Vegetable Website and Purchase Intention

陳志杰(Chih-Chieh Chen)

指導教授 ： 雷立芬

共同指導教授 ： 黃聖茹(Sheng-Ju Huang)

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2017年)

https://doi.org/10.6342/NTU202100788

摘要

近年來台灣食品安全的議題屢屢在社會版中浮現，另外隨著經濟發展，人們 對於生活品質的要求逐漸上升，在飲食方面，民眾開始講求食物的營養價值與食 品安全。因此在購買蔬菜、水果時就會特別去思考它的種植方式，而常見的挑選 行為就是利用是否為有機來決定是否購買，這代表消費者開始重視關於有機蔬果 的相關問題。在此同時，電子商務開始蓬勃發展，有機蔬果透過網路的行銷通路， 雖然能有效地縮短運銷通路、快速掌握市場行情及不受時間地點侷限等優點，但 是線上購買有機蔬果跟在實體購買有著許多待解決的問題。例如、消費者無法親 眼到及親手摸到蔬果產品、購物網站的安全機制無法完善、實際所購買產品與網 站的商品照片有明顯差異。在越來越普及的網路購物及越來越多的有機蔬果產品 狀況下，希望藉由調查消費者的購買意願及相關研究，來提升網站之內容及服務， 以提高企業收益。

本研究利用簡單抽樣法，以曾在網路購買有機蔬果之民眾作為調查對象，並 透過網路發放共 380 份問卷。利用結構方程模型(structural equation modeling, SEM)進行資料分析，研究分析結果發現描述如下: 一、網站品質對於知覺風險 有負向顯著的關係。二、知覺風險對於購買意願有負向顯著的關係。三、網站品 質對於信任有正向顯著的關係。四、信任對於購買意願有正向顯著的關係。五、 網站品質對於購買意願有正向顯著的關係。

根據研究結果，建議政府機關能制定相關法規、提供整合平台，企業則是能 加強網站提供給消費者的商品資訊內容、提供照片外的商品資訊、提供完整的消 費流程介紹、提供安全、完善的交易系統、鎖定消費對象等方式來增加購買意願。

關鍵字

網站品質 ； 信任 ； 知覺風險 ； 購買意願 ； 有機蔬果 ； 結構方程模式

並列摘要

In recent years, Taiwan food safety issues have repeatedly appeared in the social version, and with the economic development, people's quality of life requirements gradually increased, in the diet, the people began to stress the nutritional value of food and food safety. So in the purchase of vegetables, fruit will be particularly to think about its way of planting, and the common selection behavior is to use organic to decide whether to buy. At the same time, e-commerce began to flourish, organic fruits and vegetables through the network marketing channels, although it can effectively shorten the distribution channel, quickly grasp the market and not limited by the advantages of time and place, but online purchase of organic fruits and vegetables with some problems to be solved. For example, consumers can not personally touch the fruits and vegetables products, shopping site security mechanism not complete, the actual purchase of products and websites of commercial photos are significantly different. In the increasingly popular online shopping and more and more organic fruits and vegetables products, hoping to investigate the consumer's willingness to buy and enhance the business income.

In this study, a simple sampling method was used to collect the organic fruits and vegetables from the Internet as a survey object and distributed a total of 380 questionnaires through the Internet. The structural analysis model is used to analyze the data. The results of the study are described as follows: First, The quality of the website has a negative relationship with the perceived risk. Second, the perceived risk for the purchase intention has a negative relationship between the negative. Third, the quality of the site for the trust has a significant relationship between the positive. Fourth, the trust for the purchase intention has a positive relationship. Fifth, the quality of the site for the purchase intention has a positive relationship.

According to the results of the study, it is suggested that government agencies can formulate relevant laws and regulations and provide an integrated platform. Enterprises can strengthen the information content of the products provided to consumers by the websites, provide commodity information outside the pictures, provide a complete introduction of the consumption process, provide safe and perfect Trading system, lock the consumer object, etc. to increase the purchase intention.

並列關鍵字

Website Quality ； Trust ； Perception Risk ； Purchase Intention ； Organic Fruits and Vegetables ； Structural Equation Model

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