Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/27677
標題: 資訊線索對消費者購買蔬菜選擇分析─以吉園圃安全蔬果標章為例
Information Cues on Consumer's Purchase Selection of Vegetables - A GAP Case Study
作者: 莊富桂
Chuang, Fu-Kuei
關鍵字: GAP vegetables;吉園圃蔬菜;information cues;資訊線索
出版社: 應用經濟學系所
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摘要: 
認證標章在食品產業的使用已經成為影響消費者對於品質與安全要求的重要工具,我國政府為了保障消費者購買國產的新鮮安全蔬果,在民國83年設計了吉園圃安全蔬果標章,以便利消費者辨別與選購,然而吉園圃標章推行至今績效不彰,原因可以從很多角度切入,可能是政策面的執行不力,可能是生產者的配合度不足,也有可能是因為消費者的了解程度或認同度不高,本研究則從標章資訊線索的角度下手,來探討資訊線索對消費者購買選擇的影響,並分析資訊線索是否為標章施行成效不彰的原因。
本研究針對設有吉園圃專區之超市消費者進行問卷調查,研究發現消費者對於標章資訊了解程度以及標章資訊線索對其購買選擇有顯著的影響,吉園圃標章推行至今近二十年,雖然知名度很高,但消費者對標章資訊的了解程度卻相當低,政府規劃設立吉園圃專區成功提高其知名度,若能進一步加強在專區附近增加宣傳或告示,以提高消費者對標章資訊的了解程度或增加標章資訊線索,對於吉園圃蔬菜的推廣應有相當的助益。此外,對於較少在超市選購蔬菜的消費者,推測其對於吉園圃標章的了解程度可能更低,且接觸的機會不大,政府若想增加吉園圃蔬菜的目標消費群,除了增設專區的據點,如何提升其知名度,並讓消費者正確認知吉園圃標章,是另一個重要的課題。

The use of labeling in food section has become an important tool to affect consumers' requests for quality and safety. In order to ensure that consumers can select the fresh and safe domestic product, Executive Yuan designed the GAP label for consumers to choose and purchase. This article aims to investigate the reasons why GAP's achievements cannot reach government's investment and expectation.
A consumer survey in supermarkets with GAP section was adopted to get the first-hand data. The results of the analysis support that the understanding level of consumers and information cues have a significant effect on consumer selection of vegetables. It's been almost 20 years since GAP was implemented. Although GAP was gained popularity among the country, people didn't really understand the meaning of it. The government chose specific supermarkets to establish special area for GAP vegetables successfully made GAP well-known. However, if it can further educate right near the GAP section, make consumers understand or even just increase the revealing of information cues would help promote GAP vegetables. Besides, for consumers who seldom purchase vegetables in supermarket, they might be more unfamiliar with GAP, as a result, if the government want to increase the target universe of GAP vegetables, it should not only make GAP vegetables more available but make consumers understand the information cues of GAP.
URI: http://hdl.handle.net/11455/27677
其他識別: U0005-2907201110222500
Appears in Collections:應用經濟學系

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