影響消費者對有機農產品網路銷售價格容忍度之因素

Studies on Factors Influencing Price Tolerance in Organic Agricultural Eelectronic Commerce for Consumers

10.6957/RBHDAIS.201011.0045

劉興榮(Hsing-Jung Liu)

有機農業 ； 電子商務 ； 顧客關係管理 ； Organic Agriculture ； Eelectronic Commerce ； Customer Relationship Management

花蓮區農業改良場研究彙報

28期（2010 / 11 / 01）

45 - 60

繁體中文

本研究針對使用花蓮及宜蘭地區有機農產品電子商店之消費者進行實證研究，除欲瞭解可能影響消費者所認知價格容忍度之影響因素與構念外，也針對使用農會有機農產品電子商店的113個消費者進行調查，並利用結構方程模式加以分析其中因果關係。研究中除利用驗證性之問卷方法實證分析有關網路服務品質、知覺價值、顧客滿意度、信任、承諾及價格容忍度等構念間之因果關係外，也發現電子商務在農會營運操作及通路管理上之重要管理意涵。本研究顯示，改善消費者所認知之網路服務品質有助於提升知覺價值、信任及滿意度，進而增進價格容忍度，同時較佳信任亦是提高消費者價格容忍與承諾之重要因素，因此有機農產品電子商務不僅應致力於改進消費者所認知的網路服務品質外，更應藉由提高消費者所認知之知覺價值、顧客滿意度及承諾，並長期維繫良好商務信任，方能強化本身競爭優勢。

This research adopted a hierarchical approach to consumer conceptualize Price Tolerance. The model was empirically validated with a survey of 113 customers of farmers' association supermarket for Organic agricultural products EC (Eelectronic Commerce) in Hualian District, utilizing a SEM (Structural Equation Modeling) analysis. We also demonstrated causal relationships between Web Service Quality, Perceived Value, Customer Satisfaction, Trust, Commitment, Price Tolerance by utilizing a SEM approach. These findings provide important implications for farmers' association supermarket for Organic agricultural products EC operation and channel management.The results of this study show that improving consumer awareness of Web Service Quality and will enhance the Perceived Value , Trust and Customer Satisfaction, and enhance their Price Tolerance, too. At the same time the important factor is that have a better Trust is to improve the consumer's Price Tolerance and Commitment. The Organic agricultural products EC are not only committed to improving consumer awareness of the Web Service Quality with the cognitive thought, but should by raising Perceived Value,Customer Satisfaction, Commitment. and should maintain the good Trust and strengthen their competitive advantage.