近年來,國人的健康意識不斷的提升,食品之衛生安全成為大眾所關注的議題,也因此有機農產品逐漸形成一股新商機。但僅管如此,不少假有機農產品仍是在市面上流通,加上大眾對於有機農產品資訊較為生疏,使得有機農產品對消費者而言呈現信心不足或認識不夠的情形,因而影響購買意願。故應多加宣導有機農產品之特色,以提升消費大眾對有機農產品的認識,進而增加消費,以促進有機農業的發展。然而過去的研究較少探討有機農產品訊息與有機農產品購買意願之關係,因此本研究目的旨在探討:(1) 訊息正反性對有機農產品購買意願之影響。(2) 訊息來源可信度對有機農產品購買意願之影響。(3) 消費者的有機農產品知識程度是否對前述關係產生干擾效果。 本研究使用實驗設計的方法,以訊息正反性、訊息來源作為自變數,並以消費者對有機農產品的知識作為干擾變數,探討對依變數有機農產品購買意願的影響。統計方法上以獨立樣本t檢定、變異數分析進行研究假說之檢定。 研究結果顯示,正面訊息與訊息來源可信度高時有較佳的有機農產品購買意願,而在高訊息來源可信度時,不論搭配正面或反面訊息內容,不會影響消費者有機農產品購買意願;而在低來源可信度時,搭配反面訊息,會降低消費者有機農產品購買意願。另外,產品知識會干擾訊息正反性與訊息來源可信度對有機農產品購買意願的影響,對於高產品知識消費者,可著重在提供有機農產品的正面訊息,而對低產品知識消費者,應著重在訊息來源具備可信度。
Recently, people's health awareness continuously raising, food safety become a public concern issue, and therefore organic agricultural products gradual emergence of new business opportunities. But many fake organic products is still in the food market, coupled with the general public are unfamiliar with organic agricultural products, making the consumers showed a lack of confidence or understanding of organic agricultural products. So marketer should advocate organic agricultural products characteristics, in order to enhance consumer know about organic agricultural products, thus increasing consumption. That is, we examine: (1) the influence of message framing on organic agricultural products purchase intention. (2) the influence of source credibility on organic agricultural products purchase intention. (3) the moderate effects of products knowledge between message framing, source credibility and organic agricultural products purchase intention. In this study, experimental design methods to collection data, message framing and message source credibility as independent variables, and products knowledge as moderate variables. Applied single-sampling t-test and ANOVA to examine hypotheses. The results showed positive message and source credibility have positive effects on organic agricultural products purchase intention. However, when in the low source credibility, with negative information, will reduce the purchase intention of organic agricultural products. In addition, moderate effects of products knowledge between message framing, message source credibility and organic agricultural products purchase intention.