驗證標章對消費者在網路購買農產品之決策影響

The Influence of Agricultural Product Labels on the Decision of Consumer to Purchase Agricultural Products though E-commerce

楊燊(YANG, SHEN)

指導教授 ： 錢偉鈞

朝陽科技大學/理工學院/健康農業技術與推廣產業碩士專班/碩士(2017年)

摘要

網路日益普及，消費者購買農產品的管道與模式以擴大到透過網路完成，現今健康意識抬頭，消費者逐漸重視食品安全。為了了解驗證標章的提供是否影響消費者於網路購物的購買行為，分析消費者背景、平台特性、驗證標章認知對於購買行為之影響。結果發現，在平台特性的部分，年輕族群較中年族群，認為透過網路購物判斷商品會比較精準，此外，女性較為信任有驗證標章的農產品，且一年內有購買行為，而中年族群較為關心驗證標章商品，也有較多的購買行為也願意付出更多的錢。根據研究結論提出以下建議，強化驗證標章認知可增加驗證標章農產品之銷售，透過驗證標章強化消費者的信任感，加強農產品的安全性，增加購買動機，藉此提供未來欲進入網路市場販售農產品的商家，能夠訂立明確的消費者定位與適當的經營與行銷策略。

關鍵字: 驗證標章、農產品、網路平台、標章認知、購買行為

關鍵字

購買行為 ； 標章認知 ； 網路平台 ； 農產品 ； 驗證標章

並列摘要

The network has become more popular consumers can buy agricultural products through the Internet. With the awareness of health issue, consumers need more protection in order to reduce the risk in purchasing agricultural products. The verification labels provided by the certification institute for products that meet the related regulations and fulfill the requirement for traceability, can provide the protection for consumers. This study is to investigate the effect of verification labels, for agricultural product, on the consumer purchase behavior. The results show that: labels cognition is positively correlated with consumer behavior, the provision of verification labels on the Internet is positively related to the online buying behavior. For Female, they are more concerned about the verification labels when purchase the agricultural products. The middle-aged groups (people over the age of 50) are more concerned with the agricultural products with labels, but they feel less convenient in buying agricultural products than young people (people under the age of 30) and the prime groups (30 to 50 years old). The people (income in the range of 4 to 8 million) use the Internet are more familiar in phurchasing agricultural products.Based on those findings, we propse the following recommendations improve and ensure the validation of the labels recognition can encourage the purchasing agricultural products though Internet. Make the network platform more friendly for female, middle age people and middle income groups may increase the motivation of consumers to buy agricultural products though network. In summary, the combination of the network platform and the verification labels will have a positive impact on the consumer's decision on the purchase of agricultural products.
Keyword: verification labels、agricultural products、network platform、label recognition、purchase behaviour

並列關鍵字

purchase behaviour ； label recognition ； network platform ； agricultural products ； verification labels

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