消費者產品涉入、知覺風險對有機蔬果購買意願之實證研究

An Empirical Study of Product Involvement and Perceived Risk on the Purchase Intention of Organic Vegetable and Fruit

魏文欽(Wen-Chin Wei) ； 侯耀庭(Yao-Ting Hou)

《International Journal of Lisrel》 1卷1期 (2008/03) Pp. 61-72

https://doi.org/10.30063/IJL.200803.0004

摘要

隨著台灣經濟快速成長和社會生活型態的改變，人們願付更多錢以求得食品品質的健康性與安全性，且爲了維護自然生態平衡及避免農藥危害，因此有機蔬果逐漸風行起來。本研究針對台中、彰化、南投地區消費者作便利抽樣問卷調查，回收的有效問卷共351份。研究之目的爲建構與驗證消費者對有機蔬果產品涉入、知覺風險與購買意願的因果關係模式，以線性結構關係(LISREL)來進行驗證。
經由實證分析結果，本研究獲得結論如下：
1.有機蔬果消費者的產品涉入與知覺風險呈現負向影響。
2.有機蔬果消費者的知覺風險與購買意願呈現負向影響。
3.有機蔬果消費者的產品涉入與購買意願呈現正向影響。
本研究最後針對以上結論分別對政府、農民、業者及消費者給予建議，以作爲台灣有機農產品業行銷策略及經營管理之參考。

關鍵字

產品涉入 ； 知覺風險 ； 購買意願

並列摘要

With the rapid economic growth in Taiwan and the change of lifestyle, people are willing to spend more money on quality food because of health and safety. Organic vegetable and fruit is getting more and more popular because it can keep the environments balanced and avoid the damage caused by pesticides. In this study, primary data were collected through a survey in the form of questionnaire distributed conveniently in Taichung, Changhua and Nantou areas. There were 351 valid questionnaires collected.
The purpose of this research is to construct and to investigate the causal model of consumers' product involvement and perceived risk on the purchase intention of organic vegetable and fruit. Linear structural relationships (LISREL) were used to analyze the causal model.
The results of this empirical study are as follows:
1. Product involvement is related negatively to perceived risk.
2. Perceived risk is related negatively to purchase intention.
3. Product involvement is related positively to purchase intention.
Finally, this study brings up some suggestions to the government, farmers, businessmen and consumers. It also offers advice on marketing strategies and the management of Taiwan's organic agricultural products industry.

並列關鍵字

product involvement ； perceived risk ； purchase intention