消費者對產銷履歷農產品認知、態度及購買意願之研究

A Study of Consumer’s Cognition, Attitude and Purchasing Intention for Traceability Agricultural Product

10.6346/NPUST.2009.00127

賴鴻慶

認知 ； 態度 ； 購買意願 ； 產銷履歷 ； Cognition ； Attitude ； Purchase Intention ； Traceability Agricultural Product

屏東科技大學農企業管理系所學位論文

2009年

碩士

蔡青園

繁體中文

在食品安全日趨重視下，國內外也帶動了產銷履歷制度的推行，本國也在2004年開始推動下，發展可追溯性且具有良好農業規範的產銷履歷制度，本研究旨在對於消費者的想法和購買意願上做瞭解，有需求者才能觸動生產者及經營者之動力，在想法上以認知及態度做衡量，進一步研究對購買意願之影響，以利行銷策略及政策之擬定。 本研究以台灣西半部消費者為對象，分戶籍地北、中、南區，以便利抽樣方式進行資料收集，共得402份有效問卷，回收整理後以SPSS10.0套裝軟體分析樣本特性，以描述性統計、ANOVA分析、相關分析、迴歸分析等統計方法進行分析。 研究結果發現，受測消費者之性別、婚姻狀況及教育程度對產銷履歷農產品之認知、態度及購買意願有顯著之差異。而在認知、態度及購買意願三個構面有顯著的相關，且發現認知對態度、態度對購買意願以及認知對購買意願有顯著影響，所以若加強消費者之認知及態度將能加強消費者的購買意願。

Since people take food safety seriously day by day, food safety drives us to promote Traceability Agricultural Product everywhere. Our country also started to get Traceability Agricultural Product moving in 2004. The purpose of this study will let us realize the consumer’s thoughts and their purchasing intention. Because the demands will motivate the producers and the managers, the study will make efforts in analyzing consumer’s cognitions and attitude. Also, the study will consider further the consequences of consumer’s actions. The research is processing by collecting convenience samples. It amounts to 402 effective samples. Through the Descriptive Statistics, Analysis of Variance(ANOVA), correlation Analysis and simple regression, the collected data is analyzed by SPSS for Windows 10.0 staistical software. This research take the west of Taiwan consumer as an object, divides the household register at north area, Central area and south area. The findings suggest that Consumer’s Sex, a marital status, education level with on Cognition, Attitude and Purchasing Intention show different cognition. In the cognition, Attitude and Purchasing Intention wish three construction surface have remarkable related. The findings suggest that cognition to the Attitude, the Attitude to Purchasing Intention and the cognition to purchases Intention to have tremarkable forward influence, if will therefore strengthen cognition and the Attitude, the consumer will be able to strengthen consumer's purchase Intention.

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