影響有機咖啡購買意願之因素探討

A Study of Factors Affecting Purchase Intention of Organic Coffee

吳旗勝(Chi-Sheng Wu)

指導教授 ： 陳家祥

元智大學/管理學院/管理碩士在職專班/碩士(2012年)

摘要

「有機」為近年熱門議題，有機概念已逐漸深化並被視為一種生活態度，具有維護生態、環保及食品安全、健康飲食的象徵意義，在消費者心目中有機農產品具有高品質高價格之印象，「有機」也因此成為產品品質的差異化及附加價值。咖啡為世界五大產業之一，國內咖啡消費市場在1990年代即有顯著成長，咖啡生產面積及產量亦逐年增加。有機生產過程需要驗證，驗證即代表產地及品質證明，因此，有機咖啡具有產區意義，而產區亦是咖啡的等級象徵。目前國內尚少針對影響有機咖啡購買意願之因素進行探索，影響有機咖啡購買意願有哪些因素值得深入研究，本研究希望能給有機咖啡業者作為行銷策略及經營管理之參考。
本研究以探索性研究，採用生產端質化深入訪談及顧客端量化問卷實證方式，經收集過去與有機農產品購買意願相關研究及與生產業者初步訪談後，以「有機農產品認知」、「知覺價值」、「產品涉入」、「人口統計變數」等構面探討對於「購買意願」的影響。並依上述構面作為生產端訪談大綱及顧客端問卷之設計內容，經與有機業者深入訪談及問卷收集後經由敘述性統計結果實證，提出本研究結論及建議。
實證結果顯示有機農產品認知對知覺價值有正向之影響、具較高有機咖啡知覺價值之消費者亦有較高之購買意願、有機咖啡產品涉入較高之消費者亦具有較高之知覺價值及較高之購買意願。而有購買經驗之消費者以女性為居多、婚姻狀況以已婚居多；年齡層大部分集中在四十一至五十歲；教育程度以專科或大學學歷居多；職業以服務業居多；在每月收入的分佈上，則以40,001 元至60,000元為最多。最後，本研究針對影響有機咖啡購買意願之因素，擬定行銷策略及管理意涵。

關鍵字

有機農產品 ； 有機咖啡 ； 購買意願

並列摘要

"Organic" is a hot topic in recent years, Organic concept has gradually deepen and as an attitude toward life, with the maintenance of the symbolic significance of the ecological, environmental and food safety, healthy eating, In the minds of consumers of organic agricultural products has the impression of high quality and high prices, "organic" has thus become the differentiation and added value of the product quality. Coffee is one of the world's top five industries, the domestic coffee market that has grown significantly in the 1990s, coffee production area and yield also increased year by year. Organic production process requires validation, verification on behalf of the origin and quality of proof, therefore, the organic coffee producing areas of significance, while producing areas also is the symbol of the level of coffee. Still less for the factors of organic coffee purchase intention to explore, organic coffee purchase intention which factors worthy of further study, this study hopes to give the organic coffee industry as a marketing strategy and management reference.
In this exploratory study,using the production side of qualitative in-depth interviews and customer-side quantify the questionnaire empirical way, having to collect the past with the organic agricultural products to buy wishes related research and production industry preliminary interviews, to" Organic agricultural awareness", "perceived value", "product involvement", "demographic variables"and other aspects which affect the purchase intention. In accordance with the above dimensions as the production-side interview outline and customer-side design of the questionnaire content, with the organic industry in-depth interviews and questionnaires to collect empirical through statistical results, conclusions and recommendations of this study.
The empirical results show that the positive impact of organic agricultural cognitive perceived value, with a higher perceived value of organic coffee consumers have a higher willingness to purchase organic coffee products involved in higher consumer also has a higher perceived value and higher purchase intention. Consumer buying experience for the majority of women, the majority of marital status to married; ages are mostly concentrated in forty-one to five years old; the majority of educational attainment in the specialist or university qualifications; career mostly in service industries; of the month income distribution, while ＄40,001 to＄60,000 to a maximum. Finally, this study for the impact of organic coffee purchase intention factors, development of marketing strategies and management implications.

並列關鍵字

organic agricultural products ； organic coffee ； purchasing intention

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