應用計畫行為理論探討有機農產品之消費行為與行為意向

Apply the Theory of Planned Behavior to Explore the Consumption Behavior and Behavior Intention in Organic Agriculture Products

陳姿卉(Tzu-Huai Chen)

指導教授 ： 林豐瑞

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00282

摘要

本研究依研究動機與目的，以購買過有機農產品之消費者為受訪對象，並以問卷調查方式與SPSS 12.0與LISREL8.54統計分析軟體進行實證分析。此間，本研究旨在瞭解目前國內現階段有機農產品之消費概況，並藉計畫行為理論模式，以結構方程模式驗證有機農產品消費者計畫消費行為模式之適合度及其與理論潛在變數間之影響關係。
研究結果顯示，本研究藉由計畫行為理論建構之有機農產品消費者計畫消費行為之衡量模式，可以用來解釋與預測消費之行為態度、主觀規範、知覺行為控制及消費行為意向與消費行為等五構面間之直接與間接效果之交互影響關係。而且分別透過其主要關鍵因素以影響彼此間之正向相關程度。最後，本研究依研究結果進一步提出可能的行銷管理意涵，並提出具體可行之建議供有機農產品業者及政府相關輔導單位在規劃與執行上之參考。

關鍵字

計畫行為理論 ； 消費行為意向 ； 消費行為 ； 有機農產品

並列摘要

The purpose of the study is to understand the current domestic consumption of organic agricultural products at this stage profile. In accordance with the research motivation and objectives, questionnaire was design and sent to the consumer who have the experience of organic agricultural product consumption. The empirical data was analyzed by using the SPSS 12.0 and LISREL 8.54 statistical software. And this study based on the theory of planned behavior model, the study used the structural equation modeling (SEM) technique to test and investigate the fitness between the organic agriculture product consumer planned to consuming behavior, and their correlation with the variables of theoretically potentials.
The results showed that, in this study, we constructed theory of planned behavior organic agricultural product consumer’s consumption behavior
measurement model can be used to explain and predict the consumer behavior attitude, subjective norm, perceived behavioral control and consumer behavioral intentions and consumer behavior among the five dimensions of the interaction of direct and indirect effects of the relationships. And, through its key factors to affect the positive correlation between the degree. Finally, according to the findings of this study further the possible implications of marketing management and put forward feasible suggestions for the organic agricultural industry and relevant government guidance in the planning and implementation unit of reference.

並列關鍵字

Theory of Planned Behavior ； Consumption Intention ； Consumer Behavior ； Organic Agricultural Product

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