本研究主要探討消費者對CAS食米標章的認知、知覺品質、產品信任對購買意願之影響,研究範圍為CAS食米之產品,因研究母體龐大,受限於人、時、地及金錢上的限制,故以高屏地區之家樂福量販店、台糖量販店、大潤發量販店、愛買量販店之消費者為研究對象,共發放 400 份問卷,回收有效問卷 395 份, 經 SPSS 統計軟體進行 t 檢定、單因子變異數分析、Person 積差相關分析及路徑分析,實證結果發現如下: 人口統計變數分析顯示,「女性」比「男性」佔多數;而年齡層大多分佈在「31~40 歲」、「26~30 歲」之間;職業的分佈上,受訪民眾以「工商業」的人口比例最高;婚姻的分佈上,未婚人口比已婚人口佔多數;教育程度分佈上,受訪民眾以「高中(職)」學歷者佔多數;每月收入分佈上,「30,001~40,000」者人數最多;消費者大多有購買過CAS食米標章,一個月內購買食米的消費金額大約在「500元以下」。 消費者對CAS食米標章認知、知覺品質、產品信任對購買意願有顯著的影響,由徑路分析之整體總效果得知,以知覺品質透過產品信任之中介變數對購買意願影響最為明顯。
The research focuses on consumer’s cognition of the CAS Rice label, perceived quality, product trust on purchase intention. The range is all the products of CAS rice. Because the range is too big, depends on different time, places, people and money. The research is survey for the customers fromcarrefour, RT-Mart and A.Mart. There are four hundred surveys in total and the efficient surveys are three hundred ninety-five. They are examined by SPSS software. Passed through T examination , analysis of variance, correlationanalys is and path analysis. The result is the following : Population statistics and analysis tells , the amount of females is more than the amount of males. The ages are mostly from 31 to 40 years old or 26 to 30years old. The occupations are mostly in business and industry. As to themarriage, more people are available . As to education, senior high schools are the most. As to the monthly income, the most people get 30,001 to 40,000dollars. As to the costumers’ purchasing behaviors, more costumers buy CAS rice label products. Among them, more people purchase below 500 hundreds. The research of consumer’s cognition on the CAS rice label, perceived quality , product trust on purchase intention. We can get the result by pathanalysis. The perceived quality through the product trust is the most obvious.