消費者對有機食品涉入程度、知覺價值及其購買意願之研究

A Study of Product Involvement, Perceived Value and Purchase Intention for Consumers to Organic Food.

章凱淇(Kai-Chi Chang)

指導教授 ： 鄭健雄 ； 林銘昌

亞洲大學/管理學院/休閒與遊憩管理學系碩士班/碩士(2009年)

摘要

隨著社會經濟的改變，現代人飲食安全的問題亦成為大眾關心的焦點，而市場上標榜有機的食品成為時下都會新寵。本研究目的在於探討有機食品消費者的產品涉入程度與知覺價值之相關性，及涉入程度、知覺價值是否對消費者的購買意願有正向影響。本研究針對以到台中市有機食品專賣店門市之消費者為發放問卷對象，進行便利抽樣問卷調查，共發放250份問卷，總共獲得有效問卷220份，回收率為88%。以因素分析進行信、效度檢驗，以回歸分析進行假設驗證。

經由研究分析結果，本研究獲得結論如下：
1. 有機食品消費者的涉入程度對購買意願有顯著正向相關。
2. 有機食品消費者的知覺價值對購買意願有顯著正向影響。
3. 有機食品消費者的涉入程度對知覺價值有顯著正向影響。

受訪者年齡分布以41-50 歲最多；受訪消費者以大專以上教育程度為主，表示會到有機食品店購物的消費者普遍擁有良好的教育程度。有機食品店的主要客群為從事軍警公教者，其次為服務業與家管退休人員。本研究最後針對以上結論對後續研究設計給予建議，以作為有機食品消費者研究之參考。

關鍵字

有機食品 ； 涉入程度 ； 知覺價值 ； 購買意願

並列摘要

ABSTRACT

With the social-economic changes in the safety of modern diet has become the focus of public concern, and market organic food itself will become a new favorite.The purpose of this study is that consumers of organic food Product Involvement and perceived value Relations, Product Involvement ,perceived value to consumers’ purchase intention have positive effects. The purpose of this study to the organic food store in Taichung City stores for the release of the consumer questionnaire conduct purposive sampling survey, a total of 220 valid questionnaires were received, and the recovery was 88%. Factor analysis to the reliability and validity testing, regression analysis conducted to verify assumptions.

The results of the analysis through the study, the conclusions of this study was as follows:
1. Organic food consumers’Product Involvement and perceived value significant positive correlation.
2. Organic food consumers’Product Involvement to purchase intention Significant positive effects.
3. Organic food consumers’ perceived value to purchase intention Significant positive effects.

Age distribution of respondents to a maximum of 41-50 years old; respondents to the consumer-oriented post-secondary education level and above that will go to the consumers of organic food stores generally have a good level of education.Organic food store's main customer group for Catholic soldiers and police were engaged in, Followed by services and home possession of retirees.In this study, the last of these conclusions for research and design of the follow-up to give advice to consumers of organic food as a research reference.

Keyword: Organic Food、Product Involvement、Perceived Value、
Purchase Intention.

並列關鍵字

Organic Food ； Product Involvement 、Perceived Value 、 Purchase Intention Product Involvement 、Perceived Value 、 Purchase Intention Product Involvement ； Perceived Value ； Purchase Intention

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