導入食品追溯系統於越南農產品：於購買意願，溢價與忠誠度效益分析

越南在農業生產中有許多優勢。越南的許多農產品不僅在國內市場上銷售的，而且也出口到其他國家。雖然味道鮮美，但是大多數越南產品的價格比較低。此外，由於滿足市場潛力的嚴格要求而要面對一系列的食品安全事件的困難與挑戰，因此越南在尋求國外市場的過程中也遇到了很多困難。為了解決這個問題，食品追溯系統（FTS）已經在越南開展。不過，效果不如預期那樣好。這項研究的主要目的是要確定減少的不確定性對顧客對食品追索系統的態度與認識的影響，並給予關於這個系統在越南農業中的應用的建議。在這項研究，Pavlou et al的模型已被修改以更加適應越南的情況。由144人所收集并通過描述統計、相關分析及線性回歸的答案以便檢查變量之間的交互作用。這項研究的結果表明，引起顧客的購買意願及忠誠度增高。此項研究還發現，越南顧客願意購買更多被追溯來源的產品，並如果價格合理的話，他們將會重複購物行為。最後，此項研究提示，應設置網絡的系統以簡化在可靠的訊息交換方面的關係。

關鍵字

食品追溯系統，Pavlou et al ；越南，不確定性，農產品

並列摘要

Vietnam has various advantages in agricultural production. Many Vietnamese agricultural products are not only sold in the domestic market, but are also exported to other countries. Despite the quality taste, most Vietnamese products are suffering from low prices. Moreover, Vietnam also has difficulty in looking for external markets, because of the setbacks from a series of food-related mishaps, and the struggle to meet stringent requirements of potential markets. To deal with this, the Food Traceability System (FTS) has been introduced in Vietnam. However, the effect is not noticeable as expected. The main purpose of this study is to determine the impacts of reducing uncertainty on the attitude and perception of customers toward the FTS, and to provide implications about the adoption in the Vietnamese agriculture. This study fulfills these objectives by applying the modified model of Pavlou et al. (2007) on data obtained through a survey questionnaire of Vietnamese consumers. The findings of the study showed that the reduced uncertainty leads to an increased level of purchase intention and customer loyalty. The study also found that Vietnamese customers are willing to buy more traceable products and are eager to repeat their purchase if the price is affordable. Finally, the present study suggests that a web-based system should be established to facilitate principal-agent relationship in terms of trustful information exchange.

並列關鍵字

uncertainty ； Pavlou et al ； Vietnam ； Food Traceability System ； agro-products

參考文獻

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導入食品追溯系統於越南農產品：於購買意願，溢價與忠誠度效益分析

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