有機農產品驗證標章對購買傾向影響之研究

A Study on the Effects of Organic Agricultural Products Certification Mark on Purchase Intention

沈惠珍(Huei-chen Shen)

指導教授 ： 蔡碩倉

亞洲大學/管理學院/經營管理學系碩士在職專班/碩士(2011年)

摘要

印地安人有一句話說：「只有當最後一條河被污染、最後一棵樹被砍下，人類才會明白對於環境的傷害」，長期化學農藥、肥料過度使用和污染已造成地球的災害與消費者的恐慌。有機農業是一種完全不用化學肥料和化學農藥之生產方式，就外觀而言，有機農產品與一般農產品並不容易分辨，價格卻往往有好幾倍的差距，當消費者無法用肉眼判讀有機農產品與一般農產品的區別時，驗證標章就成為消費者在購買時的外部線索。本文藉由結構方程模式來建構驗證標章之有機農產品消費決策模型，並進而釐清影響決策因子間的路徑關係。研究結果如下：
一、依據假設結果提出的結論
（一）「知覺價格」與「知覺品質」的正向影響
（二）「知覺價格」與「知覺犧牲」的正向影響
（三）「知覺保證」與「知覺品質」的正向影響
（四）「知覺品質」與「知覺價值」的正向影響
（五）「知覺犧牲」與「知覺價值」的負向影響
（六）「知覺價值」對「購買意願」的正向影響
二、根據各構面之因果關係提出結論
本研究實證結果發現知覺保證是知覺品質的有效條件，而知覺品質能帶動知覺價值的提升，“驗證標章”這個保證因子所代表的周邊路徑的效果必能發揮。根據以上結果，本研究建議有機產業應當要在「保證」、「品質」、「價值」三方面多下功夫。

關鍵字

有機農業 ； 推敲可能性理論 ； 結構方程模式

並列摘要

Indians say”Human beings can finally recognize their harm to the environment when the last river is polluted and the last tree is cut.” Long-term abuse and pollution of chemical pesticides and fertilizers have caused disasters to the earth and fright to the consumers. Organic agriculture is another way to plant farm crops, which refuses to use chemical fertilizers and pesticides. It is very difficult to discriminate organic products from non-organic ones by their appearances. But there is an obvious gap in their prices. When the consumers can not tell organic products from nonorganic ones from their appearances, the certification marks of these agricultural products are very important hints to the consumers. This research constructs a mode of consumption to choose organic agricultural products with certification marks by Structural Equation Modeling and further defines the path relationships among these decision-making factors.
The results of this research are as following:
1. Conclusions brought up from the assumption.
A. The positive influences from cognitive price and cognitive quality.
B. The positive influences from cognitive price and cognitive sacrifice.
C. The positive influences from cognitive guarantee and cognitive quality.
D. The positive influences from cognitive quality and value.
E. The negative influences from cognitive sacrifice and cognitive value.
F. The positive influences from cognitive value and consuming will.
2. Conclusions brought up from the causes and effects considered from different viewpoints:
This research proves that cognitive guarantee is the effective condition to cognitive quality, and cognitive quality can raise the cognitive value. Also the certification mark, a guarantee factor, its effect of the peripheral persuasion is obvious. According to the above results, this research suggests that organic agriculture should be improved from three aspects, which are guarantee, quality and value.

並列關鍵字

Organic Agriculture ； Elaboration Likelihood Model ； Structural Equation Modeling

參考文獻

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