農藥品牌形象、產品知識與購買意願之關聯性—以南投縣茶區為例

The Study of Relationships among Brand, Production Knowledge and Purchase Intention for Tea Farmers in Nan-tou County

陳靖儒(Ching-Ju Chen)

指導教授 ： 楊智超

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

近年來氣候環境的變化，病蟲害對茶作物的危害更加嚴重，導致產量減少，為了能迅速確實的防治病蟲害，茶農大多施以農藥防治。要如何在茶園管理上加強用藥知識，提供優質、安全、衛生之茶葉飲品，滿足消費者及增加茶農產量收益為本研究之動機。因此，本研究之目的將調查分析茶農在農藥的購買行為，以瞭解目前國人養生保健觀念逐漸生根，茶農對農藥的品牌形象、產品知識、購買行為與人口統計變數之關係。
研究結果顯示，茶農的農藥知識來源與資訊管道來自於「農藥販賣業者」少部份是受親友經驗的影響，用藥習慣偏向化學性農藥，對於農藥中毒急救的方法與殘留問題的認知略嫌不足，謹此，最後就本研究之結論建議農政相關單位，加強農藥販賣業者及農藥從業人員的專業知識與農民的教育訓練，重視殘留問題與施藥時的自我防護，積極推廣茶農使用生物性農藥來防治病蟲害，減輕環境汙染，讓茶產業得以永續經營發展。

關鍵字

品牌形象 ； 產品知識 ； 購買行為 ； 農藥

並列摘要

In recent years, climatic changes have caused certain bugs to devour tea leaves and cause a reduction in the crops. Tea farmers have attempted to kill these bugs with agricultural chemicals. However, these chemicals harm the human body when consumed. Research should be done to develop chemicals that will provide safe, high quality, and hygienic tea, satisfy consumers, increase the output of tea crops, and increase the income of tea farmers.
A diagnosis of the purchase pattern of agricultural chemicals and the tea farmer’s economic behavior was researched to achieve this goal. People today know that tea is good for one’s health. The chemical properties of agricultural chemicals can cause as much harm as pesticide poisoning. A plan must be developed to inform people of these dangerous chemicals. This health care idea can take root and gradually expand through the use of brand images, product knowledge, analysis of purchase behavior, and statistics.
In conclusion, it is highly recommended that research should be done to develop safer or natural chemicals to combat bug infestation. These chemicals should be safe to the farmers, the crops, and the consumers. Farmer education and specialized knowledge should be improved to prepare them for Jacing these problems. For promoing the use of biological, agricultural chemicals to protect tea crops and reduce environmental pollution. In this way, the agricultural industry will flourish and develop successfully.

並列關鍵字

Agricultural Chemicals ； Product Knowledge ； Brand Image ； Purchase Behavior

參考文獻

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