甘藷消費者之產品知識、知覺價值與消費者倫理對其購買意願的影響

Effects of product knowledge, perceived value, and consumer ethics on the purchase intention of sweet potato consumers

蘇雅琴(Ya-Chin Su) ； 梁朝雲(Chaoyun Liang) ； 王淑美(Shue-Mei Wang)

《傳播與發展學報》 35期 (2020/12) Pp. 69-88

https://doi.org/10.6544/JCD.202012_(35).0004

摘要

基於過往印象，甘藷屬於低價農作物，但因其營養豐富，近年來被尊為養生食品。目前國內甘藷製品的眾多，若能積極創新，必能創造更高的產值。本研究即探討消費者對甘藷之產品知識和知覺價值，及其倫理意識對自身購買意願的影響。透過網路調查，本研究針對389份有效樣本進行統計分析。研究結果顯示，情感及附加價值是影響甘藷消費者購買意願最主要的因素，其次是消費者的環保倫理意識、客觀的產品知識，以及每月可支配所得。甘藷消費者的購買意願也會因其每月可支配所得、進食頻率，和購買經驗之不同，有明顯的差異。據此，建議甘藷廠商可重新定位甘藷為具機能性的保健食品，並朝愛情、親情、友情，以及對地球的大愛，思考廣告訴求。也建議相關廠商須力行生果分級，且有計畫地栽種頂級品種的甘藷，做好顧客關係管理，並致力於甘藷養生的推廣活動。

關鍵字

甘藷 ； 知覺價值 ； 消費者倫理 ； 產品知識 ； 購買意願

並列摘要

According to previous impressions, sweet potatoes constitute a low-cost crop. However, in recent years, they have been regarded as healthy food because they are nutritious. The development and active innovation of numerous domestic brands of sweet potato products are expected to create high output value. This study explored the effects of consumers' product knowledge, perceived value of sweet, and ethical awareness on their purchase intention. Through an online survey, this study obtained 389 valid samples and conducted a statistical analysis on them. The results reveal that consumers' emotions and conditional values are the most crucial factors affecting their purchase intention for sweet potatoes, followed by environmental ethics, objective product knowledge, and monthly disposable income. The purchase intention of potato consumers varies considerably due to their monthly disposable income, eating frequency, and purchase experience. Accordingly, sweet potato manufacturers must reposition sweet potatoes as a functional food and promote love, affection, friendship, and attachment to the earth. In addition, manufacturers should practice potato grading, plant top varieties of potatoes, conduct customer relationship management, and commit to promotion activities.

並列關鍵字

sweet potato ； perceived value ； consumer ethics ； product knowledge ； purchase intention