消費者對農夫市集情境因素、知覺價值、信任與滿意度之研究-以花蓮好事集為例

A Study on the Situational Factors, Perceived Value, Trust and Satisfaction of Farmers’ Market– A Case on Hualien Farmers’ Market

黎孝敏(Li Hsiao-Min)

指導教授 ： 蔡青園

國立屏東科技大學/管理學院/農企業管理系所/碩士(2018年)

https://doi.org/10.6346/THE.NPUST.AM.002.2018.D04

摘要

本研究在探討消費者對農夫市集情境因素、知覺價值、信任與滿意度間之關係，以花蓮好事集為為例，以該市集的消費者為主要調查對象，採立意抽樣方式紙本問卷發放調查，回收有效問卷400份。應用SPSS 22.0.0統計軟體進行問卷之信效度分析、敘述統計分析、t檢定、單因子變異數分析、Pearson積差相關分析與路徑分析，經由實證分析研究結果如下：
經由人口統計變數分析結果顯示，花蓮好事集之主要消費者以「女性」的消費者較多；婚姻方面以「已婚」的消費者居多；年齡方面以「31-40歲」的消費者最多；教育程度方面以「大學」的消費者最多；職業方面以「軍公教」的消費者最多；月收入方面以「30,001元-40,000元」的消費者最多。
消費者對情境因素的認同程度越高，則對知覺價值的認同程度也會越高；消費者對情境因素及知覺價值的認同程度越高，則對信任的認同程度也會越高；消費者對情境因素、知覺價值及信任的認同程度越高，則對滿意度的認同程度也會越高。
情境因素透過知覺價值及信任對滿意度影響最為明顯，由此可知，情境因素之實體環境、社交環境、時間構面、任務界定及先前狀態，會影響消費者對花蓮好事集之滿意度，其中透過知覺價值及信任之總效果影響最大。因此，加強市集之情境，便能提高消費者對市集的滿意度，進而提升收益，例如在市集辦理有善耕作演講、農友種植過程分享、增加農友與消費者互動交流等，並藉由這些正面的刺激來增加消費者滿意度。

關鍵字

情境因素 ； 知覺價值 ； 信任 ； 滿意度 ； 花蓮好事集

並列摘要

This study investigated the relationships among situational factors, perceived value, trust and satisfaction of the Hualien farmers’ market.Targeted interviewees were consumers of Hualien farmers’ market. The survey was conducted with the questionnaires, totally 400 valid questionnaires collected. Using descriptive statistics, t-test, one-way ANOVA, Pearson Product-moment correlation and path analysis by statistical software SPSS 22.0.0, The major conclusions were as follows:
According to the results of demographic variables analysis, the main consumers of the Hualien farmer’s market are more “female” consumers; marriage is dominated by “married” consumers; and the age is “31-40 years old”. In terms of educational attainment, the number of “university” consumers is the highest; the number of consumers with “military men , government employees and teachers” is the most professional; the monthly income is the highest among consumers with “NT 30,001 -40,000 dollars”.
There were positive obviously relationships among situational factors,
perceived value, trust and satisfaction. The situational factors had significantly positive influences on the consumer perceived value, trust and satisfaction. The consumer perceived value had significantly positive influences on both of trust and satisfaction. And the consumer trust had significantly positive influences on satisfaction. Therefore, by strengthening the market situation, we can increase consumer satisfaction with the market, and increase profits. For example, there are good farming speeches at the market, farmers' farming process to share, and farmers' interactions with consumers. And by these positive stimuli to increase consumer satisfaction.
It was found that situational factors had a major obviously influence on satisfaction through perceived value and trust. In other words, the consumer satisfaction of the Hualien farmers’ market was effected by situational factors , included of physical surroundings, social surroundings, temporal perspective and task definition, via perceived value and trust.

並列關鍵字

Situational Factors ； Perceived Value ； Trust ； Satisfaction ； Hualien Farmer's Market

參考文獻

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