台灣生產履歷茶葉購買意願之研究

A Study on Consumer’s Purchase Intention for Tea with Traceability System in Taiwan

林鎗元(lin chiang yuan)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士班/碩士(2007年)

摘要

食品安全衛生事件在台灣時有所聞，消費對產品的資訊不足，往往導致逆選
擇，對產業及消費者造成負面的影響，政府為了保障消費者的飲食安全，並與國
際接軌，於2004年起推動農產品推動產銷履歷制度(Traceability system)。農產品
推動產銷履歷制度是目前世界農業生產與消費的趨勢，「產銷履歷記錄」即從生產到
銷貨至消費者手中有可追蹤的記錄。
本研究選擇生產履歷茶為受測產品，主要目的為分析生產履歷茶如何透過知
覺保證及知覺價格來影響知覺品質，並且探討生產履歷茶如何透過知覺品質和知
覺犧牲的連結來影響知覺價值和購買意願，以獲得顯著性影響構面因素，提供相
關單位及經營者訂定相關改善的策略。以 Monroe and Krishnan(1985)的知覺評估
流程為基礎，並納入生產歷歷茶的特色「知覺保證」此變數，分析消費者對生產履歷
茶的「知覺價值」，做為生產履歷茶購買意願的評估。
研究發現生產履歷茶的兩項特徵「知覺價格」和「知覺保證」均具有傳達品質訊
號的功能，「知覺品質」又正向影響「知覺價值」和「購買意願」，但價格除了正向影
響知覺品質外，也正向影響知覺犧牲。本研究的結果再度證實Monroe and
Krishnan (1985)和Zeithaml(1988)的論點，「知覺價值」為影響「購買意願」最重要
的因素，且「知覺價值」是「知覺品質」和「知覺犧牲」二者的權衡。

關鍵字

生產履歷、知覺價值、購買意願、結構方程模式金和-1

並列摘要

Traceability systems are recordkeeping systems that keep product information from
the creation through marketing. Such systems are important in ensuring food safety and
consumer welfare, particularly when information asymmetric exists. Consequently, the
government has introduced the voluntarily traceability system for agricultural products in
2004.
Using tea with traceability system as an example, the purpose of this study is to
examine if traceability is an effective cue in impacting consumer’s perceived quality via
perceived warranty and perceived price. In addition, this study also investigated whether
perceived warranty induced by traceability system enhances perceived value and thus
consumer’s purchase intention, based on Monroe and Krishnan (1985).
The study found that both perceived price and perceived warranty are effective cues
for perceived quality which in turn positively enhances perceived value and purchase
intention. Furthermore, this study also found that product price has a positive effect on
both perceived quality and perceived sacrifice. All of these findings further confirmed
Krishnan’s (1985) and Zeithaml’s (1988) proposition that perceived value is the most
important factor influencing consumer’s purchase intention and that perceived value is a
result of moderating effect between perceived quality and perceived sacrifice.

並列關鍵字

Traceability System, Perceived Value, Purchase Intention, Structural Equation Modeling

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