- 學位論文
消費者認知、知覺風險與購買意願之研究-以道農市集安全食材為例
The Influence of People's Perceptions on Cognitive and Perceived Consciousness of Non-toxic and Organic Ingredients on Their Purchase Intention - A Case Study of the Dao Nong Market
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摘要
本研究目的是在探討民眾食材認知、知覺風險對購買意願之關係。本研究方法採用立意問卷調查，發放550份問卷，有效問卷共512份，問卷有效回收率為93%。研究結果顯示到泰安休息站的民眾以中部居多，教育程度為大專院校，職業則是軍公教民眾為主，已婚者為多，年紀在21-30歲，收入則是22,001元~32,000元。結果發現民眾會因為婚姻、年紀、職業及教育的不同對食材認知有顯著差異，不同民眾的居住地則會對財務風險有顯著差異，而不同教育的民眾對購買意願有顯著差異，而且在迴歸分析顯示，食材認知和知覺風險對購買意願有顯著影響。綜合上述，所得結果，能更了解民眾對於道農市集的食材認知、知覺風險對購買意願，更希望能提供相關單位作為經營方向。
並列摘要
The purpose of this study was to investigate the correlation between consuming intention in farmers’ fair/market and acknowledgement of organic food and cognitive crisis. The questionnaire was conducted in this study. In total 550 questionnaires were sent, with 512 of them effective, occupying 93%. The results showed that the most-frequented stop was Taian Service Area, and most of those who paid visit lived in mid-Taiwan, with bachelor degree and occupations related to military, government and education institutions. Their ages are mostly between 21 and 30, with monthly income between NT$22,001 to NT$32,000. Marriage, age, occupation and education played significant differences on people’s awareness of organic food; different residence places played significant difference on financial managements; in addition, education affected consumers’ intention of purchasing organic food. The acknowledgement of organic food and cognitive crisis had a significant effect in consumers’ purchase intention. Overall, the study suggests that the authorities concerned promote consumers’ awareness of organic food and cognitive crisis to boost their purchase intention, and to direct the likely future management.
參考文獻
第一部分:網路文獻
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2.行政院農業委會2013年11月，輔導試辦「農夫市集」及「農民直銷站」執行方案推動成果第257期，線上檢索期 : 2018年4月9日，網址: (https://www.coa.gov.tw/ws.php?id=2500417&RWD_mode=N)
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延伸閱讀
- 黃冠維（2010）。民眾有機食品認知、知覺風險對購買意願影響之研究-以台中縣市民眾為例〔碩士論文，朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-0601201112113200
- 蘇育弘（2014）。探討消費者產品知識、食品標章認知、信任對購買意願影響之研究〔碩士論文，國立高雄餐旅大學〕。華藝線上圖書館。https://doi.org/10.6825/NKUHT.2014.00027
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- 王姿惠、刁儷雅、林豐瑞（2012）。產品屬性、品牌形象、消費情境影響滿意度之研究－以具認驗證標章之生鮮農產品為例。農業推廣文彙，()，39-58。https://doi.org/10.29743/AEA.201212.0003
- Chatterjee, P., Ji, D. Y., Khalil, S., Bast, D. G., Cheng, J. M. S., & Liu, D. P. Y. (2022). The Effect of Non-Dichotomized GM Food Labeling on Consumer Purchase Intention: An Assessment of Mediation and Contingency Effects. 中原企管評論, 20(1), 97-117. https://www.airitilibrary.com/Article/Detail?DocID=17298822-202204-202204250006-202204250006-97-117