消費者對青農之農產品購買意願分析─以九如鄉農會生鮮超級市場為例

本研究以九如鄉農會生鮮超級市場為例，基於九如鄉消費者對青農之農產品的認知情況，重要消費考量因素及實際消費行為，探究消費者會因為什麼樣的原因而增加對青農農產品的購買意願。以九如農會超市消費者為研究對象，依分層抽樣進行404份問卷發放與收集，總計回收404份有效問卷，有效回收率100％。並以SPSS 22.0統計套裝軟體作為分析的工具，針對樣本資料進行樣本結構、敘述統計、信度、因素、ANOVA、Pearson 相關及迴歸等分析，據以檢定產品屬性、知覺品質、顧客滿意度與購買意願等四構面的差異與關係。本研究經過驗證與實證分析，歸納出下列主要結論：(1) 主要消費者族群以大學及專科畢業、從事其他職業的中等收入60歲以上女性居多。(2) 主要消費族群以每月購買401元以上及每月購買1~2次為主。(3) 主要消費族群以自己食用以及資訊來源以親朋好友比例最高。(4) 產品屬性對知覺品質、顧客滿意度與購買意願具有正向影響關係。(5) 知覺品質對顧客滿意度與購買意願具有正向影響關係。(6) 顧客滿意度對購買意願具有正向影響關係。(7) 消費者之人口統計變數對產品屬性、知覺品質、顧客滿意度與購買意願，部份具有顯著差異。(8) 路徑分析總效果得知，影響購買意願的變數中，較大者為產品屬性，其次為知覺品質。依據研究實證結果與結論，提出針對青年農民拓展更多銷售管道、整合政府與地方農會資源及加強新聞媒體之行銷，促使青年返鄉從事農業工作，給予其提供未來想從事農業之青年有可依循之參考。關鍵字：產品屬性、知覺品質、顧客滿意度、購買意願、農會超市、青年農民

關鍵字

產品屬性；知覺品質；顧客滿意度；購買意願；農會超市；青年農民

並列摘要

This study takes Jiuru Township Farmers' Association Supermarket as an example. It studies what kind of factors will increase consumer’s purchase willingness for agricultural products produced by young farmers. Taking consumers from Jiuru Farmers’ Association Supermarket as research population pool, 404 questionnaires were distributed and collected applying stratified sampling. In total, 404 valid questionnaires were successfully collected which resulted in achieving a 100% valid return rate. The analysis was conducted with SPSS (Statistical Product and Service Solutions) 22.0 to verify the differences and relevance in between the four dimensions of product attributes, perceived quality, customer satisfaction and purchase intention via analyzing sample structure, narrative statistics, reliability, factors, ANOVA, Pearson correlation and regression. After conducting verification and empirical analysis, following main conclusions were made: (1) Main consumers are females more than 60-year-old who make middle-class income and with either university or five-year junior college degrees. (2) Main consumers buy one to two times a month. In average, they spend more than NT$401 a month. (3) These main consumers mostly buy to make their own dishes and they majorly get information from people around. (4) Product attribute has a positive influence on perceived quality, customer satisfaction and purchase intention, (5) Perceived quality has a positive influence on customer satisfaction and purchase intention, (6) Customer satisfaction has a positive influence on purchase intention, (7) Partial significant differences can be seen from the influence of demographic variables of consumer on product attribute, perceived quality, customer satisfaction and purchase intention. (8) Based on path analysis results, variables which affect purchase willingness the most are product attributes and then perceived quality. According to empirical results and conclusions of the research, for young farmers, it is proposed to expand sales channels, integrate resources of the government and local farmers’ associations and enhance the marketing on news media in order to encourage them returning to their hometowns to engage in agricultural work. Also, the research results serve as references for young people who want to be engaged in agricultural industry in the future. Keywords：Product Attributes, Perceived Quality, Customer Satisfaction, Purchase Intention, Farmers' Association Supermarket, Young Farmers