有機蔬菜應是一種經常消費的產品,若能提高消費者對有機蔬菜之滿意度及忠誠度,將能增加有機蔬菜的競爭力及消費量。 本研究以主觀型期望不一致模型調查401位超市、有機商店及宅配之有機蔬菜消費者對17個有機蔬菜屬性之重要性評價及滿意度。研究發現消費者最重視的屬性是農藥殘留情形、衛生狀況、化學肥料殘留情形。而滿意度最大者為衛生狀況、營養成份、農藥殘留情形,以及對環境與生態保護的貢獻;消費者對品項多樣化及價格合理性較不滿意。 本研究以消費者對各屬性之重要性評價作為權數,計算消費者對有機蔬菜之整體滿意度;並以因素分析法得知消費者對有機蔬菜的滿意度係由五個構面因素組成。 本研究之分析人口變數侑目前消費狀況與滿意度間之關並探討客戶忠誠度與滿意度間之關係。研究結果顯示,教育程度較高者滿意度較低,宅配客戶及知道有機蔬菜與生產者資訊者之滿意度較高。而滿意度高者之忠誠度亦高,他們樂意向人推薦有機農產品,購買固定品牌、商家及認證之產品,且食用時間較長,有機蔬菜之消費比率亦較高。唯有對產品構面因素(外觀、包裝及價格)不滿意時,消費者才會向他人抱怨。在超市、有機商店及宅配三種不同購買管道之消費者,以宅配客戶之滿意度及忠誠度最高,顯示宅配管道是有機農產品最理想的銷售管道。
The purpose of this study is to investigate the consumer satisfaction with organic vegetable. Based on Expectancy Discofirmation Model, 401 organic vegetable consumers of supermarkets, organic produce stores and home-deloivery were asked to evaluate the importance of and satisfaction with the 17 attributes of organic vegetable. It is found that the consumers consider the residues of pesticides, hygiene, residues of chemical fertilizer, and certification are the most important attributes of organic vegetable. They are most satisfied with the attributes of hygiene, nutrition, residues of pesticides and the contribution to ecology and environment. However, they are most unsatisfied with the variety and the price level. Using the Factor Analysis, the 17 attributes about satisfaction are reduced to five factors. The satisfaction scores of these five factors and overall satisfaction are calculated and analyzed in this paper. The positive relationship between the satisfaction and royalty is improved. The home-delivery consumers have the highest satisfaction with and royalty to organic vegetables. The home delivery in expected to be the most important marketing channel of organic vegetable.
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