消費者飲茶行為對有機茶的認知、態度及購買影響之研究

Effect of Comsumer’s Tea-Drinking Behaviors on Perception, Attitudes, and Purchasing for the Organic Tea

呂宜樺(Yi-Hua Lu)

指導教授 ： 孫立群

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2014年)

https://doi.org/10.6342/NTU.2014.11112

摘要

近年食品安全與環境保護的意識抬頭，強調安全衛生、自然保育與無農藥殘留的有機農產品日漸受到消費者的喜愛。國內的有機茶產業於1988年開始發展，但有機茶園的經營不易，大多需要經過多年的投入後才開始有營收，包括茶園投入成本高、疫病蟲害問題嚴重、單位產量過低，驗證與檢驗的費用過高、消費者對於有機茶葉的認識程度不高等因素，都是造成有機茶產業發展的阻礙之一。
由於消費者在從事購買行為時，不單僅受到單一因素影響，除了個人特性之外，消費者對於產品的知識、認識態度、感受等皆會影響其購買決策，過往對於有機茶葉的知識、態度與行為之關係的研究較少，故本研究將影響消費者購買有機茶葉的因素大致區分為「一般飲茶習慣」、「對有機茶的認知」、「對有機茶的態度」與「對有機茶的購買」四大構面，並使用KAP（Knowledge-Attitude-Practice）模型與結構方程式進行分析，探討消費者對於有機茶葉的認知、態度與購買之間的關聯。
研究結果將受訪者區分成「高度飲用高度購買型」、「高度飲用特定購買型」、「中度飲用中度購買型」以及「低度飲用低度購買型」，其中「高度飲用高度購買型」與「高度飲用特定購買型」的高度飲茶習慣及對茶葉的偏好，為有機茶葉的目標客群，建議除了拓展展售地點外，也可以使用茶園深度導覽的方式，提升消費者對於有機茶葉的認同感，並與環境保護及促進健康做連結，提升該集群對於有機茶葉的信任與喜好。而其於兩類消費者雖然飲茶習慣較少，但對於有機茶葉的態度仍為正面，故建議業者可以增加其對於有機茶葉的知識來源，塑造有機茶葉的形象與口碑，吸引消費者有興趣飲用或購買。
在認知、態度與購買的關聯中可以看出「對有機茶的認知」對於「對有機茶的態度」與「對有機茶的購買」這兩個構面有顯著的正相關，故有效提升消費者對於有機茶葉的認知，應該是提高消費者購買有機茶葉最有效的方法，建議業者可以透過廣告、部落格宣傳推廣有機茶葉的相關知識，提升消費者對於有機茶葉的態度與嘗試的意願；而消費者對於環境保護與安全衛生兩方面最為重視，若在推廣時強調此部分，有助強化消費者對於有機茶葉的認知與態度，刺激購買。

關鍵字

有機茶 ； 消費者行為 ； KAP模型 ； 結構方程式

並列摘要

The development of Taiwan tea industry has been long history, and tea is an important economic crop in Taiwan. In recent year, people pay more attentions to food safety and conservation, increase use of organic fertilizers, non-pesticide pest control, and organic farming methods. The organic farm produce is getting popular upon consumers. The organic tea has been develop from 1988. However, the organic tea requires long-term operations to have positive revenue, facing lots of challenge, including high-cost input, disease, low yield per unit tea products and the high cost of production from industry to differentiate from conventional tea products.
There’s so many factors affecting consumer’s purchasing behavior, including personality, consuming habits, knowledge and lifestyle. There’s less studies about the relevance between knowledge, attitude and practice of the organic tea, so this study use KAP (Knowledge-Attitude-Practice) model and structural equation model to analysis the relationship between knowledge, attitude and practice about the organic tea.
The empirical results show that we can different consumers to 4 groups, high-drink and high-purchase, high-drink and particular-purchase, mid-drink and mid-purchase and low-drink and low-purchase. The consumers of high-drink and high-purchase and high-drink and particular-purchase is the target consumer of the organic tea. Because of their preference of tea, suggest the industry can expand the point of sale and the tea garden touring to increase the identity of the organic tea and construct the relationship of environmental protection and health-promotion. Thought other groups of consumer has less habit of tea, the attitude of the organic tea still be positive. Suggest the industry can increase the knowledge source to form the positive image of the organic tea and the well word of mouth to increase the willing of drinking and purchasing the organic tea.
We can obviously find that the knowledge of the organic tea has a strong correlation to the attitude of the organic tea and the practice of the organic tea. To increase the knowledge of the organic tea can increase the willing of purchasing the organic tea effective. Suggest the industry can use blog and advertise to spread the knowledge of the organic tea, especially the environmental protection and food safety and conservation.

並列關鍵字

The organic tea ； Consumer behavior ； KAP model ； Structural equation model.

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