消費者對有機食品購買意願之研究

CONSUMER PERCEPTIONS AND ATTITUDES TOWARDS ORGANIC FOOD IN TAIWAN

吳淑燕(Shu-Yen Wu)

指導教授 ： 楊浩二

大同大學/經營設計學院/事業經營學系所/碩士(2007年)

摘要

台灣的地理特性之一就是地小人稠，就環保角度來看實不宜再採取過去運用大量化學物質及農藥的方式栽種蔬果食物。有機農業進入台灣市場，除可提供消費者更健康安全的食物，亦能對環保盡一分心力，同時提供新的就業機會。
產品的推廣是由消費者接受產品的程度來決定，但有些無形的因素是無法直接觀察，像是消費者生活型態、知識、價值、態度、信任等會影響到消費者的購買意願及決策。了解這些因素之間的關係，將有助行銷人員制定有效的行銷策略以及溝通管道。
本研究目的在探討影響消費者對有機食品之購買意願，採用結構方程式模型 (Structural Equation Modeling, SEM)作為分析方法，共分為六個構面：態度、知識、 信任、生活型態，知覺利益與知覺風險，並藉由知覺利益與知覺風險影響消費者對有機食品之購買意願。
本研究之結果如下:
1. 態度、知識、信任、生活型態與知覺利益有正向影響；
2. 知識、信任、生活型態與知覺風險有負向影響。
3. 知覺利益對購買意願有正向影響，但知覺風險對購買意願之負向影響的假設不成立。

關鍵字

有機食品 ； 知覺利益 ； 知覺風險 ； 購買意願

並列摘要

Organic agriculture has provided the consumers in Taiwan healthy and environmentally friendly foods; it also created employment opportunities. The market for organic foods slowly expands as consumers recognize the benefits of ingesting organic products.
Consumer’s acceptance is crucial to determine a new product’s success or failure. However, there are some intangible factors affect purchase decisions, such as consumer lifestyle, knowledge, value, attitudes and trust. The purpose of this study is to examine the relationships among the consumers’ attitudes and perception toward organic food in Taiwan. Moreover, wish the results from this study could provide the government and the related industries with some suggestions.
This study uses structural equation modeling (SEM) to evaluate the relationships among the attitude, knowledge, trust, and lifestyle, perceived risk and perceived benefit factors.
The results are as follows:
1.Attitude, knowledge, trust and lifestyle have positive effects on perceived benefit.
2.Knowledge, trust and lifestyle have negative effects on perceived risk.
3.Perceived benefits positively influence consumer intention. However, the hypothesis that perceived risk negatively influences consumer intention is not supported.

並列關鍵字

Organic Food ； Purchase Intention ； Perceived Benefit ； Perceived Risk

參考文獻

黃璋如，「有機農業驗證制度與標章之研究」，2002年臺灣地區有機農業產業發展研討會專刊，33-51頁，2003年5月。

Allison, N. K. “Development of a Test for Consumer Alienation from the Marketplace. ” Journal of Marketing Research 15, (1978): 565-575.

Beharrel, B. and J.H. Macfie. “Consumer Attitudes to Organic Foods”, British Food Journal 93, no. 2, (1991): 25-30.

Boccaletti, S. and M. Nardella. “Consumer Willingness to Pay for Pesticide-Free Fresh Fruit and Vegetables in Italy”, International Food and Agribusiness Management Review, no. 3, 3, (2000): 297-310.

Bolton, D., I. Blair, C. Cowan, V. Jackson, J. Kennedy, and D. McDowell. “Consumer Food Safety Knowledge Segmentation of Irish Home Food Preparers Based on Food Safety Knowledge and Practice.” British Food Journal 107, no. 7 (2005): 441-452.