本研究主要在探討產銷履歷農產品消費者行為意向與通路選擇類型間之關聯性,並瞭解影響消費者行為意向之關鍵因素。藉由變異數分析與t檢定分析等加以探討人口統計變數對於產銷履歷農產品行銷定位、消費者特性、消費情境、消費者行為意向、通路類型選擇是否有差異性;此外,進一步採用路徑分析與典型分析探討產銷履歷農產品消費者行為意向與通路選擇類型各構面彼此間之關聯性。 統計結果分析顯示,人口統計變數對於產品行銷定位、消費者特性、消費情境、消費者行為意向與通路選擇類型間存在顯著差異;另由路徑分析與典型分析得知產品行銷定位、消費者特性、消費情境、消費者行為意向與通路選擇類型各構面間均具直接或間接影響關係。
The purpose of this study to explore the history of agricultural production and marketing of consumer behavioral intention consumer choice and the type of marketing channel of relevance, and to understand the impact of consumer behavior consumer spending a key element of intent. By ANOVA and t test analysis of demographic variables and Statistical analysis showed that demographic variables for the traceability agricultural production marketing positioning, consumer characteristics, consumer situation, consumers interest in consumer behavior, choice the type of marketing channel. the existence of significant differences between types; another classic from the path analysis and marketing analysis between the various dimensions are a direct or indirect impact on relations.