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

A Study of the effect of Organic Foods Cognition and Perceived Risk on Purchase Intention- An Example of residents in Taichung

黃冠維(Guan-Wei Huang)

指導教授 ： 朱瑞淵

朝陽科技大學/管理學院/休閒事業管理系/碩士(2010年)

摘要

台灣在經歷經濟的快速發展、生活型態的改變，國人的健康意識也逐漸抬頭，開始注意自身健康飲食。而近年來強調健康的樂活生活型態越來越風行，所以強調健康安全的有機食品也逐漸受到重視。對於現今有機食品市場漸漸流行，了解國人食用有機食品的意願應是值得探討的議題。為此，本研究從有機食品認知、知覺風險來探討對其購買意願之影響。
本研究以台中縣市百貨公司之購物民眾為對象，採系統抽樣方式進行問卷調查，有效問卷共計378份，有效問卷回收率為94.5%。結果顯示受訪民眾以女性為居多；婚姻狀況以未婚居多；年齡層大多集中在21~30歲；在職業分佈上，受訪民眾以服務業為最多；在教育程度的分佈上，受訪民眾以專科或大學學歷為居多；在每月收入的分佈上，則以20,001元~30,000元為最多。受訪民眾有機食品認知屬偏低程度，而知覺風險與購買意願皆有中高程度的認同，其中在有機食品構面中以「有機食品特性」了解狀況最佳；知覺風險構面中以「財務風險」及「績效風險」程度較高；在購買意願上則以會考慮購買有機食品為較佳。經由迴歸分析顯示，有機食品認知、知覺風險對購買意願有部分顯著差異，其中有機食品認知對購買意願有顯著正向影響。此外，在受訪民眾社經背景對其有機食品認知、知覺風險及購買意願有部分顯著影響，其中受訪民眾之教育程度對有機食品認知有顯著影響；受訪民眾之婚姻狀況、年齡、教育程度及每月收入對其知覺風險有顯著影響；受訪民眾之教育程度對其購買意願有顯著影響。
因此，本研究建議農政單位應加強認證標章宣傳方式來增加民眾對有機食品的認知，並強化有機食品的特色及功能以期降低民眾對有機食品之知覺風險，來增加其購買意願。

關鍵字

有機食品 ； 認知 ； 知覺風險 ； 購買意願

並列摘要

The experienced was rapid economic development in Taiwan, lifestyle was changes, people''s health awareness was gradually gaining ground, began to pay attention to their healthy. In recent years, the emphasize healthy LOHAS lifestyle was more popular, to emphasize health and safety of organic food has become important. For the current popularity of organic food market gradually, to understand the will of people should be eating organic food is worth discussing. For this, the study of organic food cognition, perceived risk and to explore the impact on purchase intentions.
In this study, the scope and object was people sopping for the department store in Taichung, and 378 out of 400 questionnaires, which a 94.5% retrieve rate. The results showed that most of resident are female; unmarried; with age between 21 to 30 years old; most resident to a service; to college or university level of education; income between NT$20,001-30,000 for the most. Respondents is a low level of awareness of organic food, while the perceived risk and purchase intention had high intermediate level of identification, which in the dimensions of organic food as "organic food characteristics" about the situation best; perceived risks in the "financial risk " and " performance risk" had high level; the purchase intention to consider buying organic food is better. According to multivariate regression analysis, organic food cognition, perceived risk and purchase intention, some significant differences. Among the organic food cognition and purchase intention was significantly positive effect. In addition, respondents socio-economic background of their organic food cognition, perceived risk and purchase intention, some significant effects, education among respondents of organic food cognition have significant impact; respondents of marital status, age, education and the monthly income level have a significant effect on their perceived risk; respondents by education have a significant effect on their purchase intention.
Therefore, this study suggests that the agriculture unit should strengthen propaganda certification marks increase popular pair of organic food cognition, and enhance the features and functionality of organic food as to reduce the population of the organic food of perceived risk, to increase their purchase intention.

並列關鍵字

Purchase Intention ； Perceived Risk ； Cognition ； Organic Food

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