Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/28403
標題: 海峽兩岸都會區有機農產品消費者行為之研究 -以台中、南京及上海為例
A Study on Customer Behavior of Organic Agricultural Products on Metropolitan Districts Cross Taiwan Strait -the Case of Taichung,Nanjing and Shanghai
作者: 林奕君
Lin, Yi-Chun
關鍵字: Organic Agricultural Products
有機農產品
Satisfaction
Loyalty
Structural Equation Modeling
滿意度
忠誠度
結構方程式
出版社: 應用經濟學系所
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摘要: 有機農業之發展是避免農藥過度使用危及生態,再加上近來人們對於醫療、養生、健康日益重視,於是有機農業蓬勃發展。 本研究以台中、南京及上海等海峽兩岸中部三大都會區之有機商店消費者為研究對象,透過消費者對有機農產品之問卷調查,研讀滿意度、忠誠度、IPA及結構方程式等文獻探討,利用因素分析統計方法及結構方程式(Structural Equation Modeling, SEM),探討消費者購買動機、消費者對滿意度特徵的重視程度與滿意度、滿意度構面對忠誠度的關連影響。 茲將研究結果敘述如下: 一、購買動機:經因素分析結果可將消費者選購有機農產品動機歸類 為健康養生、環境及社會等三個主要動機。 二、台中、南京及上海有機農產品消費者,有超過90%會繼續購買或 向親戚朋友推薦有機農產品。 三、結構方程式模型配適度估測結果 (一)忠誠度的主意構面是價格促銷滿意度,消費者很重視價格合 理性與降價促銷等特徵,其次是產品構面,消費者很在意有 機農產品之農藥殘留檢測、生產驗證、生產履歷及品牌口 碑,倒是對於地點通路之滿意度對忠誠度的影響是較弱的。 (二)消費者未來繼續購買意願、未來消費支出、向親戚朋友推薦 及嘗試購買特有農產品等特徵,對忠誠度的影響是顯著的, 且消費者忠誠度會展現在這些特徵行為上。
The purpose of the development of organic agriculture is to avoid the harm to ecology because of excessive use of pesticide; moreover, owing to the increasing attention to medical and healthy care prompted the flourishing of organic agriculture. This study is focused on the subject of the consumers of organic stores in the three metropolises, such as Taichung, Nanjing and Shanghai. By means of questionnaire survey to the consumers of organic agricultural products and the study of literature review for satisfaction, loyalty, IPA and application of structural equation, take advantage of statistic analysis and Structural Equation Modeling (SEM)to explore consumers' purchase behavior, consumers' concern of satisfactory characteristic and satisfaction, as well as the related effect between satisfaction and loyalty. The study result will be described as follows: 1. Purchase Behavior: according to the result of factor analysis, the behavior for consumers to purchase organic agricultural products can be categorized into healthy, environmental and social motivations. 2. More than 90% of consumers of organic agricultural products in Taichung, Nanjing and Shanghai will continue to purchase the organic agricultural products or recommend to their relatives and friends. 3. The fit evaluation results by Structural Equation Model: (1) The main structural aspect of loyalty is that price and promotion the satisfaction.Consumers concern much about the characteristics of reasonable prices and promotion by reducing prices; followed by the products aspect that consumers care about the examination of pesticide residue, production verification, traceability and brand reputation very much; nevertheless lesser concern about the effects for satisfactory channel to the loyalty. (2) The characteristics which have significant effect to the loyalty, are the consumers' continuing to purchase, future consumption expenditure, recommendation to relatives and friends and intention to try to purchase specific produce; moreover consumers'loyalty will appear on the behaviors of these characteristics.
URI: http://hdl.handle.net/11455/28403
其他識別: U0005-0202201101531200
文章連結: http://www.airitilibrary.com/Publication/alDetailedMesh1?DocID=U0005-0202201101531200
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