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  • 學位論文

有機農產品標章的認知與信任和購買意願之關聯性

The Correlation between Consumers’ Cognizance of Certification Marks on Organic Agricultural Products, Trust in Certification Marks on Organic Agricultural Products, and Willingness to Purchase Organic Agricultural Products

指導教授 : 鄧誠中
共同指導教授 : 紀麗秋
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摘要


農業發展至今已經歷經幾千年的歷史,隨著農業的發展,人類也才得以生存與發展。全球人口的爆炸性成長與工業發展也讓農業技術得以向上提升,然而這也產生了化學肥料與農藥對人體影響的問題。台灣地狹人稠,又以山地為主體,如何利用有限的地力成為台灣農民的一大挑戰,因此過度耕種與農藥使用也成為台灣農地的一大危機。有機農業即是因而開始發展,各國政府也對有機農產品訂下許多規範與認證標章,目的即是為了讓消費者能有效信任,進而安心地購買與食用。在近年國民逐漸看重生活品質下,民眾越發重視食品安全。然而黑心商品的氾濫,也讓消費者對市面上的產品降低信任感。本研究即是為了探討消費者對於有機農產品標章及認證機構的認知以及信任,與消費者對有機農產品的購買意願與有機農產品的認知與信任之相關性。 本研究以問卷調查法,有效問卷總數為354份,並以SPSS統計軟體進行資料分析,分別以樣本敘述性統計分析、信度分析、因素分析、獨立樣本T 檢定、ANOVA變異數分析、Peason相關係數檢定法與迴歸分析等分析方法驗證變數的效果與影響關係。 研究結果指出,消費者的不同背景因素會有不同程度的影響到消費者對於有機農產品標章的認知、信任與購買意願。影響的因素如下: 不同的性別、學歷、平均家庭月收入及家庭成員數與職業,會影響到消費者對於有機農產品的認知。不同的婚姻狀態、學歷、平均家庭月收入及家庭成員數,會影響到消費者對於有機農產品的信任。 不同的婚姻狀態與平均家庭月收入,會影響到消費者對於有機農產品的購買意願。 另外,研究分析結果也指出,消費者對於有機農產品的「認知」、「信任」與「購買意願」三者具有下列關聯性: 消費者對於有機農產品標章的認知與消費者對於有機農產品標章的信任有關聯,構面間相關係數之顯著性皆小於0.001,關聯性多數為低度相關(相關係數小於0.4)。消費者對於有機農產品標章的信任對於有機農產品標章的購買意願具有中等程度的關聯性(相關係數介於0.4至0.7),構面間相關係數之顯著性皆小於0.005。消費者對於有機農產品標章的認知與消費者對於有機農產品標章購買意願有關聯,構面間相關係數之顯著性皆小於0.005,但關聯性偏低(相關係數小於0.4)。消費者在有機農產品標章的認知、信任對於預測消費者的購買意願是具有預測力的,且消費者的信任對於購買意願的預測力高於認知。 本研究也根據上述研究結果,在最後提出相關建議與給未來相同領域研究的研究建議以供參考。

並列摘要


With thousands of years of history, the development of agriculture enables human race to survive and advance further. As a result of the global human population explosion and industrial development, agricultural technology has experienced upward improvement yet chemical fertilizers and pesticides have affected human body. With Taiwan’s small land size, high population density and mountainous terrain, how to maximize on limited land resources has been a huge challenge for farmers in Taiwan. Therefore, over-farming and the use of pesticides are also one major risk encountered by farmlands in Taiwan. This has prompted the development of organic agriculture. Besides, the government in all countries has promulgated several regulations and certification marks on organic agricultural products in an attempt to win consumers’ trust and make consumers feel reassured when they purchase and eat organic food. Along with nationals’ gradual emphasis on the quality of life, the public also attach more and more importance to food safety. However, a plethora of contaminated products on the market also decrease consumers’ trust in products on the market. In light of this, this study set out to investigate the correlation between consumers’ cognizance of certification marks and certification agencies of organic agricultural products, consumers’ trust in certification marks and certification agencies of organic agricultural products, and consumers’ willingness to purchase organic agricultural products. Employing the questionnaire survey method, this study collected a total of 354 valid questionnaire copies. Further, the software package SPSS Statistics was employed for statistical analysis, and analytical methods including descriptive statistics, reliability analysis, factor analysis, independent sample t test, ANOVA, Pearson product-moment correlation, and regression analysis were employed to verify variables’ effects and correlation. As revealed by research results, consumers’ different background factors would have different levels of impact on consumers’ cognizance of and trust in certification marks on organic agricultural products and consumers’ willingness to purchase organic agricultural products. These background factors include: (1) Consumers’ gender, highest level of education, average monthly household income, number of family members, and occupation would affect consumers’ cognizance of organic agricultural products. (2) Consumers’ marital status, highest level of education, average monthly household income, and number of family members would affect consumers’ trust in organic agricultural products. (3) Consumers’ marital status and average monthly household income would affect consumers’ willingness to purchase organic agricultural products. In addition, this study’s results of analysis also pointed out the correlation between consumers’ “cognizance”, “trust”, and “willingness to purchase” organic agricultural products. (1) Consumers’ cognizance of certification marks on organic agricultural products and consumers’ trust in certification marks on organic agricultural products are related. The significance of correlation coefficients of the two aspects are smaller than .001, and the correlations are largely low-level correlations (with a correlation coefficient smaller than 0.4). (2) Consumers’ trust in certification marks on organic agricultural products is moderately correlated to consumers’ willingness to purchase agricultural products with organic food certification marks (with a correlation coefficient between 0.4 and 0.7), and the significance of correlation coefficients of the two aspects are smaller than .005. (3) Consumers’ cognizance of certification marks on organic agricultural products is correlated to consumers’ willingness to purchase agricultural products with organic food certification marks. The significance of correlation coefficient of the two aspects is smaller than .005 but the correlation is low (with a correlation coefficient smaller than 0.4). (4) Consumers’ cognizance of certification marks on organic agricultural products and trust in certification marks on organic agricultural products have the power to predict consumers’ willingness to purchase organic agricultural product. Also, consumers’ trust has a stronger predictive power than consumers’ cognizance in terms of predicting consumers’ willingness to purchase organic agricultural products. Based on the preceding research results, relevant suggestions were put forward as a reference for future research in the same field.

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