有機健康食品之購買行為及處理購後抱怨之研究

The Study on Purchasing Behavior and Dealing with Post-purchasing Complaint of Organic Health Foods

黃秋琴(Chiu-Chin Huang)

指導教授 ： 李正文

中原大學/商學院/國際經營與貿易研究所/碩士(2014年)

https://doi.org/10.6840/cycu201400194

摘要

摘 要
國人隨著國民所得的提高，追求健康、無毒、安全的綠色消費觀念與日俱增，同時也意識到「慣性農業」的耕種方式，對健康及環境生態破壞之影響，我們必須用選擇用更謙卑、更友善的生產方式，生產出安全、優質的農產品，如同記錄片「看見台灣」中的賴清松及洪箱等人對環境永續利用的堅持。近年來，臺灣接連爆發食品安全問題，從三聚氰胺、塑化劑、香精麵包事件至油品安全等食安風暴，使料理家變成化學家，一個外食族一天三餐，很可能吃進了超過一百種添加物，國人對食品安全失去了信心，「究竟還能吃什麼？」成為大家共同的焦慮，國人希望政府不僅在推動有機農業時，同時也應加強食品安全的檢測和認證，如農藥檢測、吉園圃安全認證等，此舉不僅讓生產者提供乾淨、清潔、無毒、安全、自然、衛生的有機產品外，讓消費者食用放心，滿足對食品安全的需求，並降低對環境汙染、恢復地力，使農業廢棄物再利用，創造三贏局面。
本研究的調查對象及研究範圍設定：以桃園縣販賣有機產品的專賣店、鄉鎮農會超市、賣場及網購的有機農產品消費者及居住在桃園縣境內之親友、同事、同學為主、並利用網路mySurvey專屬問卷網址，進行便利抽樣。而問卷之設計，參考及引用相關文獻而做成，且有效問卷回收186份，回收率85.71%。本研究除了以因素分析與相關分析來了解有機農產品認知態度、有機健康飲食行為、知覺風險、涉入程度之間關係，對購買決策影響，及顧客抱怨處理與再購買意願等購後行為處理方式相互間的影響，並以逐步迴歸分析來深入探討各構面因子之關聯性。
本研究發現：(1)有機農產品的認知態度與有機健康飲食行為有顯著相關；(2)有機健康飲食行為與知覺風險的有顯著相關；(3)不同消費者知覺風險上與涉入程度有顯著相關；(4)不同涉入程度的消費者與顧客抱怨行為顯著相關；(5)購後顧客抱怨方式及管理對再購買意願有顯著相關。

關鍵字

再購買意願 ； 顧客抱怨處理 ； 涉入程度 ； 知覺風險 ； 有機健康飲食行為 ； 有機農產品認知態度

並列摘要

Abstract
With increased personal income, the pubic is more aware of healthy, non-toxic, and safe green consumption. Meanwhile, the public realizes the damages of heavy use of pesticide on human health and the ecological environment. It is important to adopt environmentally friendly production method to produce safe and high quality agriculture food, just like the practices of Cing-Soong Lai and Hsiang Hung as demonstrated in documentary film, Beyond Beauty: Taiwan from Above. In recent years, food crises have continuously occurred in Taiwan, from melamine, plasticizer, artificial flavor, to oil. Even chefs are learning about chemistry. Moreover, many people dine out for all three meals every day, and may consume over 100 kinds of food additives. As the public loses confidence in food safety, the common concern is “what is safe to eat?” It is expected that besides promoting organic agriculture, the government should also strengthen food inspection and certification, such as pesticide testing, Good Agriculture Practice certification. Those actions can enforce the farmers to produce clean, non-toxic, safe, natural and sanitary organic products, meet customers’ demand on food safety, decrease environmental pollution to restore soil fertility and recycle agricultural waste, thus achieving an all-win outcome.
Research subjects and scope: the main subjects were customers from organic stores, farmers’ association markets, supermarkets, and online organic stores in Taoyuan County, as well as the researchers’ relatives, colleagues, and school mates living in Taoyuan County. An online questionnaire survey was conducted using mySurvey by convenience sampling. The questionnaire was designed by referencing related literature. A total of 186 valid samples were retrieved, with a valid return rate of 85.71%. Factor analysis and correlational analysis were conducted to understand the relationships among cognitive attitude towards organic agricultural goods, behavior of organic diets, perceived risk, and degree of involvement on purchase, as well as influence between the handling of customer complaints and repurchase intentions. Stepwise regression analysis was conducted to analyze the correlations among the factors in each dimension.
This study found that (1) cognitive attitude towards organic agricultural products and the behavior of organic diets are significantly correlated; (2) the behavior of organic diet and perceived risk are significantly correlated; (3) perceived risk of different customers and the degree of involvement are significantly correlated; (4) customers with different involvement degrees and their complaint behaviors are significantly correlated; (5) complaint type and handling have significant correlation with repurchase intention.

並列關鍵字

degree of involvement ； repurchase intention ； customer complaint handling ； perceived risk ； cognitive attitude towards organic agricultural products ； organic diet

參考文獻

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