有機農場品驗證標章影響消費決策中品質信號來源之研究

A Study on the Validation Mark of Organic Agricultural Products Affecting the Source of Quality Signals in Consumer Decision-making

蔡碩倉(Shuo-Chang Tsai) ； 陳源俊(Yuan-Jan Chen) ； 沈惠珍(Huei-Chen Shen)

《生物產業科技管理叢刊》 7卷 (2019/03) Pp. 77-96

https://doi.org/10.6170/BTMR.201903_7.0005

摘要

台灣在歷經黑心食品及食安風暴的摧殘後，加上消費者環保意識的日益高漲，有機食品有如雨後春筍般充斥在生活周遭。而有機農產品與一般農產品並不容易分辨，價格卻往往有好幾倍的差距，當消費者無法用肉眼判讀有機農產品與一般農產品的區別時，驗證標章就成為消費者在購買時的外部線索。但也因有機農產品曾被檢驗出含有農藥殘留，引起消費者的恐慌，同時也影響消費者對於有標示有機農產品標章產品的信任。而文獻上Monroe與Krishman（1985）、Zeithaml（1988）所建構之「知覺價值模式」為研究消費者在評估購買方案與解釋如何形成消費決策之重要理論依據，惟兩種知覺價值模式對判讀「知覺品質」的訊息來源較偏重「知覺價格」，理論論述不盡完備。故本研究基於消費者在面臨資訊不對稱下，一般會進行外部線索搜尋，以提供消費決策判讀，故擬驗證「知覺保證」是否亦為消費者形成「知覺品質」之另一訊號來源，以完備知覺價值模式。研究結果顯示，影響有機農產品知覺品質之首要因素為知覺保證，亦即消費者購買有機農產品時，的確把驗證標章當成外部線索之品質訊號來源判讀，有利消費者連結有機農產品之價值。而影響知覺價值的關鍵因素為知覺品質，亦即消費者對有機農產品的品質感受，品質之認同高於貨幣價值所引發的犧牲感。

關鍵字

有機農產品驗證標章 ； 品質訊號來源 ； 知覺價值模式 ； 結構方程模式

並列摘要

After the tainted food incident in Taiwan, and the increasing awareness of consumers' environmental protection, organic food quickly appeared in our life. Organic agricultural products and general agricultural products are not easy to distinguish, but the price is several times different. When consumers are unable to distinguish the difference between organic and general agricultural products, the verification mark becomes an external clue when the consumer makes a purchase decision. However, some organic agricultural products have also been tested to contain pesticide residues, causing consumers' panic, and also affecting consumers' trust in products marked with organic agricultural products. The ＂perceptual value model＂ constructed by Monroe and Krishman (1985) and Zeithaml (1988) are important theoretical basis for explaining how consumers form consumption decisions. But the two perceptual value models are more focused on the ＂perceived price＂ for the source of ＂perceived quality＂, and the theoretical framework is not complete. Therefore, this study assumes that consumers will conduct external clue searches in the face of information asymmetry to provide a reference for consumption decisions. It is also verified that the ＂perception assurance＂ also forms another source of ＂perceived quality＂ for consumers to complete the perceptual value model. The results show that the primary factor affecting the perceived quality of organic agricultural products is the perception guarantee. The meaning is that when consumers purchase organic agricultural products, the validation mark will be regarded as the source of quality signals, which will help to enhance the value of organic agricultural products. The key factor affecting the perceived value is the perceived quality, that is, the consumer's recognition of organic agricultural products is higher than the sacrifice of the monetary value.

並列關鍵字

Validation Mark of Organic Agricultural Products ； Source of Quality Signals ； Perceptual Value model ； Structural Equation Modeling