有機園藝體驗對消費態度影響

The impact of organic gardening experience on consuming attitude

謝伊芳(Yi-Fang Hsieh)

指導教授 ： 蔡雅芳

中山醫學大學/健康管理學院/醫療產業科技管理學系碩士班/碩士(2015年)

https://doi.org/10.6834/CSMU.2015.00193

摘要

隨著國內幾件食品安全事件的發生，使得民眾對食品安全愈加重視，標榜健康、無汙染的有機食品，近幾年來也逐漸受到民眾的關注。
在體驗經濟時代下，民眾願意花更高的代價，購買和享受難忘且有價值的體驗活動。因此本研究將強調對環境友善的有機農業與體驗活動做結合，探討民眾是否透過有機園藝休閒體驗後對有機農產品消費態度會有影響。
本研究目的主要是探討有機園藝休閒體驗對消費態度的影響。除了了解民眾對於有機農產品的認知是否會影響民眾對有機農產品的消費態度外，也了解有機園藝休閒體驗對消費者購買有機農產品消費態度的影響，更深入探討有機農產品認知是否透過有機園藝體驗效益的中介作用，進而影響消費者購買有機農產品消費態度。
本研究採用橫斷式的研究設計。主要是以中南部地區有機休閒農場為研究範圍，研究對象包含：南投縣有機豐年靈芝菇類生態農場、台南市豐禧生機農場、雲林縣盈盈農圃這三間有機休閒農場之有參與體驗活動的遊客為研究對象。採問卷調查的方式，問卷調查時間自2014年7月4日起至2015年4月4日止，為期約9個月。本研究總共發放330份問卷，回收309份有效問卷，有效問卷回收率為93.6%。
研究結果顯示：（1）受訪者人口統計變項會影響其有機園藝休閒體驗效益。（2）受訪者之人口統計變項會影響其有機農產品認知。（3）受訪者之人口統計變項會影響其消費者購買有機農產品態度。（4）受訪者對有機農產品認知會影響有機園藝休閒體驗效益。（5）受訪者對有機農產品認知會影響有機農產品消費態度。（6）受訪者有機園藝休閒體驗效益會影響有機農產品消費態度。（7）有機休閒農場體驗效益是有機農產品認知與有機農產品消費態度的中介變項。

關鍵字

有機農產品 ； 園藝體驗 ； 消費態度

並列摘要

With the domestic occurrence of several food safety incidents, so that people pay more attention to food safety, flaunt healthy and non-pollution organic food gradually attention by the people in recent years.
In the experience economy, the people willing to spend higher price, purchase and enjoy a memorable and valuable experience activities. Therefore, this study will combine emphasize environmentally friendly of organic agriculture and experience activities. Explore people after organic gardening experience whether there will be affected consuming attitude of organic agricultural products.
The main purpose of this study is to explore influence of organic gardening experience to consuming attitude of organic agricultural products. In addition to understanding whether or not people cognitive of organic agricultural products will affect people consuming attitude of organic agricultural products, also understand influence of organic gardening experience to consumers purchase organic agricultural products consuming attitude. Further explore cognitive of organic agricultural products whether Pass through benefits of organic gardening experience intermediary role, which affect onsumers purchase organic agricultural products consuming attitude.
In this research, we use cross-sectional study design. The main research scope is central and southern regions of organic Leisure Farm. The participants of this study include：Nantou County Organic Harvest Ganoderma mushrooms ecological farm, Tainan Feng Xi vitality farm and Yunlin County Angela Farm this three organic farm of participation gardening experienc of visitors for the study.Mining questionnaires, surveying period is from July 4, 2014 until April 4, 2015, a period of about nine months.In this study, a total of 330 questionnaires were distributed, of which 309 were valid responses for an effective response rate of 93.6％.
The results show that：（1）Demographic variables of survey participants affect respondents’ benefits of organic gardening experience. （2）Demographic variables of survey participants affect respondents’ cognitive of organic agricultural products. （3）Demographic variables of survey participants affect respondents’ consuming attitude of organic agricultural products. （4）Survey participants cognitive of organic agricultural products affect respondents’ benefits of organic gardening experience. （5）Survey participants cognitive of organic agricultural products affect respondents’ consuming attitude of organic agricultural products. （6）Survey participants benefits of organic gardening experience affect respondents’ consuming attitude of organic agricultural products. （7）Benefits of organic gardening experience is cognitive of organic agricultural products and consuming attitude of organic agricultural products intervening variables.

並列關鍵字

organic agricultural products ； gardening experience ； consuming attitude

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