有機農產品消費者購物導向之探討

The Study of Consumers Shopping Orientations in Organic Agricultural Products

10.6213/JLRIM.2009.2(3)1

張山豐(Shan-Feng Chang)；李素箱(Su-Shiang Lee)

有機農產品 ； 購物導向 ； 購買通路 ； organic agricultural product ； shopping orientations ； purchase channel

休閒產業管理學刊

2卷3期（2009 / 12 / 01）

1 - 15

繁體中文

地球暖化所衍生之生態保育及人類自身的生存問題，一直是國際熱門且急待因應的重要議題，有機農業的發展對於大環境的改善具有正向的意義。本研究採問卷調查法做爲資料蒐集之工具，結果歸納如下：一、有機農產品的消費者以女性、年齡在36~65歲之間、職業爲「軍公教」、大專以上教育程度、年所得介於70萬至100萬及「一般」飲食習慣者等項居多數；每月購買次數以「5次（含）以下」最多，每月購買金額以「2000元(含)以下」居冠，消費者每年有一成的成長率；最喜歡的購買通路型態爲「有機商店（專櫃）」，最常購買的是「蔬菜」，購買動機主要是以「健康安全」爲考量，資訊來源主要爲「有機推廣團體」。二、有機農產品消費者的購物導向型態依序爲：（一）便利體驗型；（二）經濟價格型；（三）道德理念型；（四）逛街休閒型。三、不同性別、年齡、職業及個人的飲食習慣對購物導向型態會有顯著差異影響，而不同的購買動機，則只在「經濟價格」及「道德理念」等兩項的購物導向型態有顯著差異。四、不同的購物導向型態對購買通路的選擇呈現顯著差異。本研究依據探討之結果提出具體建議，以提供有機農產品銷售業者，做爲擬定行銷計畫之參考。

The ecology care and human survival question produced by global warming are continuously to be international popular topics, which are important and need to be solved in no time. Organic agriculture has played a role in improving environment. This thesis used questionnaire survey method to collect necessary materials. The main empirical results are as follows: 1. Most organic agricultural product consumers have the following characteristics: gender-female; age-between 36~65 years old; occupation-servicemen, officials, teachers and housekeepers; education level-university and above; family type-nuclear family; income level-annual income from 700 thousands to one million; diet preference- meat. The most likely frequency for shopping on organic agricultural product every month is ”five times or less”. The most likely shopping amount every month is ”two thousands or lower”. The amount of spending on organic agricultural product most grows 10% every year. The most favorite channel is organic stores. The most favorite organic agricultural products are vegetables. The major purchase motive is health protection. The most important source of information comes from ”the organic promoted association”.2. The organic agricultural product consumer's shopping orientations in the descending order are: (1) convenient experience; (2) economical price; (3) moral value; and, (4) window-shopping. 3. The differences in sex, age, occupation and individual diet preference have exerted perceptible influences on the shopping orientations, but only ”the moral value” and ”the economical prices” have exerted perceptible influences on the purchase motive.4. The different shopping orientations have exerted perceptible influences on the choice of purchasing channel. This research proposes solid recommendations, which can provide the organic agricultural product entrepreneurs with necessary information to draw up their marketing plans.

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