探討消費者對有機食品再購意願之研究

Exploring the Factors Influencing Repurchase Intention of Organic Products

吳松齡(Wu,Songling)

指導教授 ： 廖則竣

國立中正大學/管理學院/高階主管管理碩士在職專班/碩士(2012年)

摘要

隨著國民所得增加和生活品質的提升，消費者對飲食安全的觀念與日俱增；面對著農產品全球化、自由化競爭的挑戰，消費者對食品的安全需求日漸關注。因此，如何讓消費者對有機食品有再購意願已成為有機業者探討之議題。綜觀目前研究有機食品的相關研究大多數是探討消費者對有機食品的購買意圖、研究消費者購買行為之相關研究，探討消費者之再購意願之研究較為缺乏。
因此，本研究針對有機食品影響消費者滿意度之相關因素(衛生狀況、營養價值、口感、產品履歷、價格合理性)來探討消費者之再購意願。研究採用問卷調查法，發放全台25間有營業登記之有機食品專賣店，共蒐集到273份有效問卷，主要以結構方程模式來驗證研究模式內各變數間的因果關係。研究結果顯示有機食品之衛生狀況、營養價值、產品履歷、價格合理性、滿意度及再購意願皆為顯著。研究結果對學術面及實務面皆具有良好的貢獻。

關鍵字

有機食品滿意度 ； 有機食品再購意願

並列摘要

Abstract
With the increasing in national income and improving the quality of life, food security are become a growing concern. Facing the challenges of globalization of agriculture and competitive liberalization, the demand of food security is rising. Therefore, how to attract more consumers to repurchase organic products has become an important issue in organic industry. Many past researches were focusing on consumer’s purchase intention of organic food, or consumer behavior for organic product. For the consumer satisfaction to repurchase intention has been lacking, especially for organic products.
In this study, the factors influencing consumer satisfaction are health status, nutritional value, taste, product resume, and rational pricing, in order to exploring consumers' repurchase intentions. The research model was tested using the survey method, data were collected from 20 organic shops. The total samples of 273 valid questionnaires were collected from survey. According to the result of a structural equation model (SEM), this research confirmed that health status, nutritional value, product resume, and rational pricing have significant impact on consumers’ satisfaction and repurchase intention. The result raised in the academic and practical contributions.

並列關鍵字

satisfaction of organic food ； repurchase intentions of organic food

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