有機農產品的產品特性、消費者特性、情境因素對通路型態選擇及購買決策之研究

A Study on the Product Characteristics, Consumer Characteristics and Situation Affect the Channels Selection and Purchasing Decision in Organic Agricultural Products

廖容萱(Jung-hsuan Liao)

指導教授 ： 林豐瑞 博士

國立屏東科技大學/管理學院/農企業管理系所/碩士(2009年)

https://doi.org/10.6346/NPUST.2009.00283

摘要

本研究依研究動機與目的，以購買過有機農產品之消費者為受訪對象，並以問卷調查方式與SPSS 12.0與LISREL8.54統計分析軟體進行實證分析。此間，本研究旨在探討台灣地區消費者在實體通路及虛擬通路中，對於有機農產品之產業通路發展概況，及藉由建構有機農產品的產品特性、消費者特性、情境因素對通路型態選擇及購買決策之衡量，以結構方程模式驗證探討有機農產品的產品特性、消費者特性、情境因素對通路型態選擇及購買決策模式之適合性。
研究結果顯示，本研究建構之有機農產品的產品特性、消費者特性、情境因素對通路型態選擇及購買決策模式，可以運用在有機農產品消費者預測及解釋上，另外在構面模式之產品特性、消費者特性、情境因素、通路型態選擇及購買決策等五構面之外顯變數同時具有直接與間接影響效果，並可辨別出彼此間之影響的程度。最後，本研究進一步針對研究結果提出可能的管理與學術意涵，並提出具體可行之建議供有機農產品產業及業者評估之參考。

關鍵字

有機農產品 ； 產品特性 ； 消費者特性 ； 情境因素 ； 通路型態選擇 ； 購買決策

並列摘要

This purpose of this study is understanding the consumer in the physical Channels and virtual path, pathway for the development of organic agricultural products industry overview, In accordance with the research motivation and objectives, questionnaire was design and sent to the consumer who have the experience of organic agricultural product consumption. The empirical data was analyzed by using the SPSS 12.0 and LISREL 8.54 statistical software. And construction the Product Characteristics, Consumer Characteristics and Situation Affect the Channels Selection and Purchasing Decision in Organic Agricultural Products, that is use structural equation modeling to verify and to treat about the goodness-of-fit of the model for the Product Characteristics, Consumer
Characteristics and Situation Affect the Channels Selection and Purchasing Decision in Organic Agricultural Products.
The research results show that the model construction for the Product Characteristics, Consumer Characteristics and Situation Affect the Channels Selection and Purchasing Decision in Organic Agricultural Products could be used to explain and predict, and the other model in the dimensions of Product Characteristics, Consumer Characteristics, Situation, Channels Selection , and Purchase Decision outside of the five dimensions were variable both direct and indirect effects, and can distinguish between the impact. Based on the research findings, the possible managerial and academic implications were porposed the solid recommendations were made to the relevant Organic Agriculture Products’ Industry and Organic Agriculture Products’ Marketing Industry that on Organic Agriculture Products measurement and estimating.

並列關鍵字

Organic Agriculture Products ； Product Characteristics ； Consumer Characteristics ； Situation ； Channels Selection ； Purchasing Decision

參考文獻

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