產銷履歷認證產品購買意願前置因素之研究

The Study on Antecedents of Purchasing Intention toward Traceability Certification Prouducts

黃美雲(Mei-Yun Huang)

指導教授 ： 陳翰紳

中山醫學大學/健康管理學院/健康餐飲暨產業管理學系碩士班/碩士(2015年)

摘要

本研究旨在研究消費者對於產銷履歷認證產品之產品知識、知覺風險、知覺品質、知覺價值，作為探討影響消費者對於產銷履歷認證產品購買意願之因素。本研究首先利用次級資料的蒐集彙整，以瞭解產銷履歷認證之發展概況及趨勢；其次，利用問卷調查方式，探討消費者對於產銷履歷認證產品的認知、態度及消費意願。
本研究採用研究者編製的「產銷履歷認證商品購買意願量表」為調查問卷，並請前往至台中市量販店、超級市場等地購物的消費者填寫問卷。總發出調查問卷500份，有效回收問卷443份，有效回收率為88.6%。
研究結果顯示，產銷履歷認證商品的知覺風險對於消費者知覺價值有顯著影響，且對於消費者購買意願具顯著關係；知覺價值則在知覺風險對於購買意願以及知覺品質對於購買意願間，扮演著中介的角色，而產品知識對於知覺風險、知覺品質的形成以及消費者的購買意願有著顯著的影響。

關鍵字

產銷履歷認證 ； 產品知識 ； 知覺風險 ； 知覺品質 ； 購買意願

並列摘要

This study was designed to study consumers’ product knowledge, perceived risk, perceived quality, and perceived value of traceability certification products, as a discussion on factor influencing consumers’ willingness to buy traceability certification products. This study first utilized collection aggregation of secondary data to understand the general development situation and trend of traceability certification ; secondly, by the use of questionnaire survey, explored consumers’ cognition, attitude and willingness to spend on traceability certification products.
This study employed "traceability certification commodity purchase intention scale" compiled by the researcher as a questionnaire, and requested consumers in Taichung hypermarkets, supermarkets and other areas to fill in the questionnaires. The total of 500 questionnaires were issued, 443 valid questionnaires were recovered, and the effective recovery rate was 88.6%.
The research results showed that perceived risk of traceability certification commodities had significant impact on the consumer perceived value and showed a significant relationship with consumer willingness to buy; perceived value as the mediating role between the perceived risk for willingness to buy and perceived quality for purchase intention, and product knowledge had a significant impact on the formation of perceived risk, perceived quality and consumers purchase intention.

並列關鍵字

Traceability certification ； product knowledge ； perceived risk

參考文獻

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