有機食品消費者行為之研究

The Study of the Consumer Behavior on the Organic Foods

錢金梅(Jin-Mei Chien)

指導教授 ： 林永順

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00163

摘要

本研究的目的在探討：1.瞭解有機食品市場概況。2.花蓮市消費者對有機食品的購買決策。3.分析花蓮市消費者對有機食品的消費特性。4.消費者對有機食品特性安全的認知。5.不同人口統計變數的消費者對有機食品屬性認知的差異有何不同。6.不同消費特性的消費者在購買動機和購買考慮因素上有什麼差異。7.分析結果提供有機食品生產業者擬定行銷策略，以及政府在擬定有機農業政策之參考。
以EBM模式（Engel, Blackwell and Miniard Model）中的決策過程發展出本研究之架構。使用便利抽樣法，以花蓮市民眾為抽樣對象，回收有效問卷483份，經次數分配、因素分析、卡方檢定及交叉列聯表與多變量變異數（Multivariate Analysis of Variance, MANOVA）對人口統計變數、交易特性變數、資訊來源變數、購買動機變數與購買考慮因素變數進行統計分析。
研究顯示，在消費者的有機食品交易特性中：
1.購買方式和人口統計變數中「性別」、「飲食習慣」，與購買考慮因素的「售價與成分」、「口感與專業」構面有顯著性的差異。
2.購買頻率和人口統計變數中無顯著性的差異，購買動機因素的「健康與環保」與購買考慮因素的「口感與專業」有顯著性的差異。
3.每次購買金額和人口統計變數中「年齡」、「每月所得」與「婚姻狀況」有顯著性的差異，購買動機因素的「健康與環保」與購買考慮因素的「售價與成分」有顯著性的差異。

關鍵字

有機食品 ； 消費者行為 ； 因素分析

並列摘要

This paper studied: 1.The organic food market. 2. The Hualien consumers' decision to purchase organic food. 3. Analyze the characteristics of the Hualien consumers for buying organic food. 4. The consumers' perception to the safety of the organic food. 5. Whether the consumers in different demographic segmentations differ in their perception to the attributes of the organic food. 6. Would the consumers with different shopping characteristics vary their purchase motivation and consideration? 7. The result can provide to the government as references of the organic farming policy and can advise the organic food supplier of the marketing strategy.
According to the Engel, Blackwell and Miniard Model (EBM Model), the study utilize the Convenience sampling for the Hualien inhabitants. There are total 483 samples returned. For analyzing statistics, the study applied Frequency distribution, Factor analysis, Chi-Square test, Cross analysis contingency table and multivariate analysis of variance (MANOVA) to demographic variable, transaction feature variable, information source variable, motivation variable, and consideration variable.
The results showed as following. First, the way of shopping and the demographic variables such as gender and diet habit had much correlation with the consideration factors--price, ingredient, taste, and profession. Second, the demographic variables do not affect the frequency. However, there were significant variations between the health and environmental protection in motivation factors and the taste and profession in consideration factors. Finally, the demographical factors about age, income, and marriage will sway the amount of money each time spent. The healthy and environmental motivation had much influence on the consideration in price and ingredient.

並列關鍵字

Organic Foods ； Consmer Behavior ； Factor Analysis

參考文獻

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