花蓮無毒農業消費者之滿意度與忠誠度研究

The Study of Customers’ Satisfaction and Loyalty of Innocuous Agriculture in Hualien

游繡華(Shou-hua You)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2007年)

摘要

花蓮縣政府自2003年底推動、發展無毒農業已邁向第五年，農漁畜產示範戶已從第一年的第一梯次30戶、第二年增到86戶，並在第三年辦理重新甄選，通過第一階段評選，至2007年底，有368位生產戶。今年初，無毒農業農產生產面積已有620公頃，累計產值已超過14億元。花蓮縣政府並朝向輔導無毒農業與農委會輔導安全農業的有機農業雙重認證制度之建立，使無毒農業農戶更獲保障。
　　本研究將以花蓮縣之無毒農業之消費者為對象，探討無毒農業之消費者的滿意度與忠誠度，研究目的有：一、探討花蓮無毒農業市場之消費者特性。二、探討花蓮無毒農業消費者對無毒農業之品牌權益、信任、知覺價值、消費者滿意度與忠誠度之認知。三、探討花蓮無毒農業之品牌權益、信任、知覺價值、消費者滿意度與消費者忠誠度之相關性。四、依據研究成果，提出可行的建議給花蓮無毒農業輔導、物流與行銷等相關單位參考，經實證結果分析發現：
一、受訪的消費者中以女性居多，佔60.7％。已婚者佔69.0％。年齡36-45歲者、大專院校教育程度、公教人員、家庭月收入在70,001-85,000元者、主要消費動機是重視飲食安全的消費者居大多數。
二、花蓮無毒農業消費者對無毒農業品牌權益、信任、知覺價值、消費者滿意度與忠誠度之認知在本研究中有正面的評價，但次數分布及百分比率以「普通」及「同意」居多，仍有進步的空間。
三、在個人變項上，年齡對品牌權益、信任、知覺價值與消費者忠誠度有顯著的差異性。婚姻狀態對品牌權益與消費者忠誠度有顯著差異。職業對消費者度有顯著差異。
四、經Pearson積差相關分析與迴歸分析，發現品牌權益、信任、知覺價值、消費者滿意度與消費者忠誠度等構面間，都具有直接顯著的正向影響。
　　綜合上述，建議花蓮無毒農業輔導單位、物流中心等須維持及提升良好品牌及專業形象，以建立強勢品牌印象；並透過消費者對提供產品者的信任與消費者對產品所感受的價值，以提升消費者滿意度與忠誠度。除提升產品品質與對消費者的貼心服務，提供多樣化產品之外，也朝加工品研發方向發展，同時規劃體驗行程，讓消費者藉由生產區休閒體驗，深入認識無毒農業。

關鍵字

無毒農業 ； 品牌權益 ； 信任 ； 知覺價值 ； 消費者滿意度 ； 消費者忠誠度

並列摘要

Lasting over 4 years, the Hualien County Government has been developing and promoting innocuous agriculture project since the late of 2003. In Hualien County the number of demonstration participants in farming, fishery, and animal husbandry had increased from 30 in the 1st year to 86 in the 2nd year, and the qualified participants had been re-selected in the 3rd year. Till the end of 2007, 386 manufactures has joined the innocuous agriculture project.
　　In early 2008, the farming area of innocuous agriculture reaches more than 620 acres, with a cumulative production value over NT$1.4 billion. In order to guarantee rewards for innocuous agriculture participants, the Hualien County Government is now building up a double certification mechanism for organic production foods, both for innocuous agriculture and the safe agriculture supervised by the council of agriculture, Executive Yuan.
　　This research is targeted on the customers of Hualien’s innocuous agriculture foods to explore its customer satisfaction and brand loyalty. The goals of this research are: a. to explore the attributes of Hualien innocuous agriculture foods customers, b. to explore the customer recognition on brand equity, trust, perceived value, satisfaction and loyalty, c. to explore the relativity(correlation) between the brand equity, trust, perceived value, satisfaction, and loyalty of their customers, and d. to provide feasible suggestions to related units involving in the innocuous agriculture projects, from the supervision division to distribution and marketing division. The survey results show that：
1. In the analysis of characteristics of customers of innocuous agriculture in Hualien, the study found that those who 36~45 of age, female, married, graduates of college and above, governmental sector and teachers, monthly family income between NT$70,001~85,000, one of their major consumption motives was “care for food safety”, constitute the majority of the population.
2. The customers of Hualien innocuous agriculture foods gave positive evaluations about the brand equity, trust, perceived value, satisfaction, and loyalty, but the figures and percentage shown mainly on “so-so” and “agree”, means that there’s room for improvements.
3. In personal variables, age difference shows significant effect on brand equity, trust, perceived value, and loyalty. Marital status shows significant effect on brand equity, and customer loyalty. Occupation shows significant effect on customer satisfaction.
4. Using Pearson correlation and Analysis of Regression, I found that brand equity, trust, perceived value, satisfaction, and loyalty have directly and obviously positive influences to each one.
　　In summary, I firstly suggest that the supervision units, distribution center, and related units of Hualien's innocuous agriculture business maintain and even try to raise its brand image as fine quality and professional, so as to build a strong brand image in the market. Secondary, to increase consumer satisfaction and brand loyalty by building consumers’ trust to products providers and consumers' value perception of innocuous agriculture products. Third, other than the improvement of products quality and considerate services for consumers, the supply of various products, I recommend the direction of innovation, research and development of processed goods. Lastly, the planning of experience trip and/or short-stay program is a good way for consumers to appreciate how innocuous agriculture works; in such an experience trip, consumers would enjoy their leisure time to gain what they eat by hand and in the mean time get to know innocuous agriculture better.

並列關鍵字

Innocuous Agriculture ； Brand Equity ； Trust ； Perceived Value ； Customer Satisfaction ； Customer Loyalty

參考文獻

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