品牌真實、品牌信任與從眾心理對消費者創新抵制之影響：以有機農產品為例

近年來健康意識抬頭，使得消費者對於食物的選擇會越加謹慎，而有機農產品可以說是最佳的選擇之一。有機農業是對於環境最為有善的栽培法，同時所種出來的農產品也是最為健康的食品，無毒無農藥的自然栽培，使消費者能安心吃到最天然的食物。儘管由得知購買有機農產品的優點及優勢，但還是有部分消費者選擇慣行農法的農產品。因此本研究想了解影響消費者對有機農產品的創新抵制因素為何，此為本研究的研究動機。本研究希望了解影響消費者對有機農產品的創新抵制因素，針對台灣地區消費族群對有機農產品的認知來做研究探討，並建構品牌真實、品牌信任、從眾心理與創新抵制之關係。本研究採用問卷調查法作為資料收集的方法，問卷針對大學生做發放，分別做了網路及紙本部分的問卷發放，回收時間2021年9月1日至2021年9月30 日，網路問卷發放170份，紙本則發放170份，扣除部分無效問卷，回收率為94.71%，有效問卷份數為 322份，並採SPSS 24.0及SmartPLS 3.0做為資料分析的工具。透過 PLS結構模式的分析結果，發現：（一）品牌真實正向影響品牌信任；（二）品牌真實正向影響從眾心理，但比較後發現品牌真實影響品牌信任更為顯著；（三）品牌信任負向影響創新抵制；（四）從眾心理正向影響創新抵制，但比較後發現從眾心理影響創新抵制更為顯著；（五）品牌信任及從眾心理在品牌真實到創新抵制之間具有完全中介效果；（六）年齡在品牌真實與從眾心理間具有調節效果，也在從眾心理與創新抵制間具有調節效果。

關鍵字

有機農業；品牌真實；品牌信任；從眾心理；創新抵制

並列摘要

In recent years, health awareness has risen, making consumers more cautious about food choices, and organic agricultural products are one of them. Organic farming is the most environmentally friendly cultivation method. At the same time, agricultural products are also the healthiest food. Natural cultivation without poisons and pesticides allows consumers to eat the most natural and safest food. Despite the pros and cons of organic agricultural products, consumers still choose agricultural products that use the conventional farming. Therefore, this research aims to understand the factors that influence consumers' resistance to innovation on organic agricultural products. This is the motivation of this research. This research hopes to understand the factors that influence consumers' resistance to organic agricultural products, and to discuss on the consumer’s cognition in Taiwan on organic agricultural products, as well as to test the relationships among brand authenticity, brand trust, conformity, and innovation resistance. This study uses survey as the method to collect data. The questionnaires are distributed to college students via. online and off-line(paper) respectively. The collection time is from September 1st, 2021 to 30th, 2021. In total, 170 online and 170 paper questionnaires were distributed. Invalid questionnaires were deducted, making a total of 322 valid questionnaires. SPSS 24.0 and SmartPLS 3.0 were used to analyze data. It is found that: (1) brand authenticity positively affects brand trust; (2) brand authenticity positively affects consumer conformity; but after comparison, it is found that brand authenticity affects brand trust more significantly than conformity; (3) brand trust negatively influences innovation resistance; (4) consumer conformity positively influences innovation resistance; but after comparison, it is found that consumer conformity affects innovation resistance more significantly; (5) brand trust and consumer conformity have full mediating effects between brand authenticity and innovation resistance relationships; (6) Age has a moderating effect between brand authenticity and consumer conformity, as well as between consumer conformity and innovation resistance.