Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96431
標題: 情境涉入為中介變項評估官方評選與價格敏感度之影響-以農漁會百大精品為例
Using Situational Involvement as A Mediator to Evaluate the Official Appraisal and Price Sensitivity - A Case Study of Farmer-Fisher Associations' Top 100 Agricultural Products
作者: 王勝洲
Sheng-Chou Wamg
關鍵字: 官方評選;第三方組織;情境涉入;價格敏感度;農漁會百大精品;Official Appraisal;Third-Party Organization Endorsement;Price Sensitivity;Situational Involvement;Farmer-Fisher Associations' Top 100 Agricultural Products
引用: 中文文獻: 孔方正、張超銘(2012)。消費者產品涉入、產品知識對購買意願之影響-以替代能源車為例。休閒與社會研究,5,37-50。 白滌清譯(2007)。消費者行為。(原作者Blackwell, R. D., Miniard, P. W. and Engle, J. F.)。臺北市:新加坡商湯姆生(原著出版年:2006)。 江穎俊(2013)。作物農產品驗證服務策略(碩士論文)。交通大學管理 學院科技管理研究所,新竹市。 邱皓政(2011)。量化研究與統計分析。臺北市:五南。 吳志文(2008)。國內主要農產加工品之市場發展策略及潛力分析。行政院農業委員會。計畫編號:96農科-5.1.2-糧-Z1(4)。 吳榮杰、周百隆、陳永琦、黃士榮(2000)。建構健全完整的農業金融體 系。農業金融論叢,44,29-48。 呂惠富(1999)。產品涉入、購買涉入與品牌認同感理論模式之研究。四海學報,13(1),187-216。 李昀真(2012)。價格、第三方組織背書及廠商聲譽對知覺品質與購買意 願的影響(博士論文)。長榮大學經營管理研究所,台南市。 李如霞(2014)。新編農業概論精粹。台北:士明圖書文化事業有限公司。 李宗儒、林正章、周宣光(2004)。當代物流管理:理論與實務,台北:滄浪書局。 林建煌(2012)。行銷管理(五版)。台北:華泰文化。 林淑婷(2013)。地方文化農特產品視覺包裝設計研究與創作-以嘉南地區農產品包裝創作為例(碩士論文)。臺灣師範大學設計學系,台北市。 徐世同、林世賢(2014)。第三方組織背書獎項與市場價值:台灣資訊電 子產業的實證。行銷科學學報,10(1),65-96。 康祐諭(2009)。農會品牌農特產品行銷策略之研究(碩士論文)。屏東科技大學農企業管理系研究所,屏東縣。 陳世芳、高德錚(2003)。臺中地區重要蔬果產銷班建立共同性品牌意願之研究。台中區農業改良場研究會報,80(1),197-202。 陳彥仲、葉益青、羅秀華(2006)。台灣的地方特產。臺北:遠足文化。 黃明蕙譯(2006)。消費者行為:策略性觀點(初版)。(原作者 Henry Assael)。臺北市:雙葉書廊。(原著出版年:2004)。 周宗翰、楊上禾(2015)。台灣傳統市場消費者之肉品標示偏好研究。生產與貿易場次,2015年臺灣農村經濟學會年會暨國際學術研討會論文集,屏東科技大學。 楊國樑、趙家民、謝佩諭(2009)。環保標章品牌效應與產品價差之探究。台北海洋技術學院學報,2(1),109-126。 萬鍾汶、黃啟瑞(2006)。農特產品在地行銷策略之研析。農產運銷, 133,13-25。 廖坤榮(2004)。台灣農會的社會資本形成與政策績效。政治科學論叢,22,181-220。 劉華宗(2012)。臺灣農會自主性角色之變遷。通識教育與跨域研究, 13,27-49。 蔡明達、耿慶瑞(2000)。服務涉入之衡量。交大商管學報,5(1),19-42。 蔡慶釗(2011)。中國農超對接政策下第三方服務公司主要服務項目研 究(碩士論文)。交通大學運輸物流研究所,新竹市。 蔡明達、賴重光(2012)。農會農特產品品牌行銷之研究。農業推廣文彙,57(1),59-80。 鄧維兆、馬郁淇、蔡志弘(2006)。産品涉入、承諾與服務品質之關係研究-以某北投溫泉旅館為例。品質月刊,48(2),64-71。 蕭文龍(2016)。統計分析入門與應用。北市:碁峰資訊。 蕭富峰(2006)。行銷策略(一版)。台北:華泰文化。 謝文雀譯(2007)。行銷管理:亞洲新觀(四版)(原作者Kotler, Philip,Kevin Lane Keller, Swee Hoon Ang, Siew Meng Leong and Chin Tiong Tan)。臺北市:培生(原著出版年:2003)。 謝安田、倪家珍、紀夙娟(2007)。消費者自信心對價格敏感度影響之 研究。文大商管學報,12(1),25-50。 英文文獻: Akerlof, G.A. (1970). The market forle mons: Quality uncertainty and the market mechanism. The Quarterly Journal of Economics, 84(3), 488-500. Belk, R.W. (1975).The objective situation as a determinant of consumer behavior. Advances in Consumer Research, 2(1), 427-438. Bloch P.H. (1982). Involvement beyond the purchase process: Conceptual issues and empirical investigation. Advances in Consumer Research, 9(1), 413-417. Bloch, P.H., and Richins, M.L. (1986). After the new wears off: The temporal context of product involvement. Journal of Consumer Research, 13(2), 280-285. Celsi, R.L., and Olson, J.C. (1988).The role of involvement in attention and comprehension processes. Journal of Consumer Research, 15(2), 210-224. Connelly, B.L., Certo, S.T., Ireland, R.D., and Reutzel, C.R. (2011).Signaling theory: A review and assessment. Journal of Management, 37(1), 39-67. Dawar, N., and Philip P. (1994). Marketing universals: Consumer's use of brand name, price, physical appearance and retailer reputation as signals of product quality. Journal of Marketing, 58(2),81-95. Dean, D.H. (1999). Brand endorsement, popularity, and event sponsorship as advertising cues affecting consumer pre-purchase attitudes. Journal of Advertising, 28 (3), 1-12. Dean, D.H., and Biswas, A. (2001).Third-party organization endorsement of products:An advertising cue affecting consumer prepurchase evaluation of goods and services. Journal of Advertising, 30(4), 41-57. Dichter, E. (1972). How word-of-mouth advertising works. Harvard Business Review, 44(6),152-153. Erdem, T., Swait J., and Louviere, J. (2002). The impact of brand credibility on consumer price sensitivity. International Journal of Research in Marketing, 19(1), 1-19. Erdogan, B.Z., Baker, M.J., and Tagg, S. (2001). Selecting celebrity endorsers: The practitioner's perspective. Journal of Advertising Research, 41(3), 39-48. Eroglu, S.A., Machleit, K.A., and Davis, L.M. (2003). Empirical testing of a model of online store atmospherics and shopper response. Psychology and Marketing, 20(2), 139-150. Feng, J., Wang, K.Y., and Peracchio, L.A. (2008). How third-party organization (TPO) endorsement advertising works: Do consumers perceive TPO endorsement as signals of quality?Advances in Consumer Research, 35(1), 616-623. Friedman, H.H., and Linda F. (1979).Endorser effectiveness by product type. Journal of advertising research, 19(5), 63-71. Goldsmith, R.E., and Emmert, J. (1991). Measuring product category involvement: A multitrait-multimethod study. Journal of Business Research, 23(4), 363-371. Gronhaug, K. (1977). Exploring consumer complaining behavior: A model and some empirical results. Association for Consumer Research, 4(1), 159-165. Hatanaka, M., and Busch, L. (2008). Third-party certification in the global agrifood system: An objective or socially mediated governance mechanism? Sociologia Ruralis, 48(1), 73-91. Havitz, M.E., and Mannell, R.C. (2005). Enduring involvement, situational involvement, and flow in leisure and non-leisure activities. Journal of Leisure Research, 37(2), 152-177. Hirose, M.,Mineo, K.,Tabe, K., and Yanagidate, Y. (2014). What is the effect of third-party organization endorsement on perceptions? The structuralmodellingapproach.Advances in Advertising Research, 5(1),295-306. Houston, M.J., and Rothschild, M.L. (1978).Conceptual and methodological perspectives on involvement. Educators' Proceedings, 184-187. Chicago: American Marketing Association. Hovland, C.E., Janis, I.L., and Kelly, H.H. (1953).Communication and persuasion: New Haven. Yale University Press, Connecticut. Hsieh, A.T., and Chang, W. T. (2004). The effect of consumer participation on price sensitivity. Journal of Consumer Affairs, 38(2), 282-296. Huang, C.-J. (2010). A new trend in rural tourism–the shift from destination image to agricultural special product image, Journal of Outdoor Recreation Study, 23(3), 1-22. Huang, M.H. (2006). Flow, enduring, and situational involvement in the web environment: A tripartite second-order examination. Psychology and Marketing, 23(5), 383-411. Huber, J., Holbrook, M.B. and Kahn, B. (1986). Effects of competitive context and of Additional information on price sensitivity. Journal of Marketing Research, 23(3), 250-260. Im H., and Ha Y. (2011). The effect of perceptual fluency and enduring involvement on situational involvement in an online apparel shopping context. Journal of Fashion Marketing and Management, 15(3), 345-362. Ippolito, P.M. (1990). Bonding and nonbonding signals of product quality. Journal of Business, 63(1), 66-79. John, H.A. (1984). Conceptualization and operationalization of involvement. Advancesin Consumer Research, 11, 203-209. Kirmani, A., and Rao, A.R. (2000). No pain, no gain: A critical review of the literature on signaling unobservable product quality. Journal of Marketing, 64(2), 66-79. Laurent, G., and Kapferer, J.N. (1985). Measuring consumer involvement profiles. Journal of Marketing Research, 22(1), 41-53 Lewis, R.C., and Shoemaker, S. (1997). Price-sensitivity measurement: A tool for the hospitality industry. Cornell Hospitality Quarterly, 38(2), 44-54. Lichtenstein, D.R., Bloch, P.H., and Black, W.C. (1988). Correlates of price acceptability. Journal of Consumer Research, 15(2), 243-252. Mamun, A.A., Rahman, M.K., and Robel, S.D. (2014). A critical review of consumers' sensitivity to price managerial and theoretical issues. Journal of International Business and Economics, 2(2), 1-9. McCall, M., and Bruneau, C.L. (2010). Value, quality, and price knowledge as predictors of restaurant price sensitivity. Journal of Foodservice Business Research, 13(4),304-310. McIntyre, N., and Pigram, J. (1992). Recreation specialization reexamined: The case of vehicle- base campers. Leisure Sciences, 14, 3-15. Monroe, K.B. (1973). Buyers' subjective perceptions of price. Journal of Marketing Research, 10(1), 70-80. Ohanian, R. (1990).Construction and validation of a scale to measure celebrity endorsers perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52. Oliver, R.L., and Bearden, W.O. (1983). The role of involvement in satisfaction processes. Advances in consumer research, 10(1), 205-255. Petty, R.E., Cacioppo, J. T., and Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Resesarch, 10(2), 135-46. Rao, A.R., and Monroe, K.B. (1989). The effect of price, brand name, and store name on buyers' perceptions of product quality: An integrative review. Journal of Marketing Research, 26(3), 351-357. Reuben M. Baron, and David A. Kenny (1986). The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic, and Statistical Considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. Richins, M.L., Bloch, P.H., and McQuarrie E.F. (1992). How enduring and situational involvement combine to create involvement responses. Journal of Consumer Psychology, 1(2), 143-153. Rodoula,H.T. (2013).Investigating the role of enduring and situational involvement with the program context on advertising effectiveness. Journal of Marketing Communications, 19(2) , 114-135. Scitovszky, T. (1945). Some consequences of the habit of judging quality by price. The Review of Economic Studies, 12(2), 100-105. Sirvanci, M. B. (1993). An empirical study of price thresholds and price sensitivity. Journal of Applied Business Research, 9(2), 43-49. Spence, M. (2002).Signaling in retrospect and the informational structure of markets. American Economic Review, 92(3), 434-459. Sporleder, T.L., and Goldsmith, P.D. (2001). Alternative firm strategies for signaling quality in the food system. Canadian Journal of Agricultural Economics, 49(4), 591-604. Swan, J.E., and Trawick, F.I. (1979). Testing and extended concept of consumer satisfaction. New dimensions of consumer satisfaction and complaining behavior,56-61.Bloomington, IN: University of Indiana School of Business. Tanner, B. (2000). Independent assessment by third-party certification bodies. Food Control, 11(5), 415–417. Tellis, G.J., and Birger W. (1987). Competitive price and quality under asymmetric information. Marketing Science, 6(3),240-253. Thomas, W.I. and Thomas, D.S. (1928). The Child in America: behavior problems and programs, A. A. Knopf, New York. Tseng, S., and Fogg, B.J. (1999). Credibility and computing technology.Communications of the ACM, 42(5), 39-44. Wakefield, K.L., and Inman, J.J. (2003).Situational price sensitivity the role of consumption occasion, social context and income. Journal of Retailing, 79(4), 199-212. Wakefield, R.L., and Whitten, D. (2006). Examining user perceptions of third-party organization credibility and trust in an E-retailer.Journal of Organizational and End User Computing, 18(2), 3-19. Yang, W.J. (2007). Developing brand images for agricultural products. Journal of Zhejiang Forestry College, 24(2), 221-224. Zaichkowsky, J.L. (1985). Measuring the Involvement Construct. Journal of Consumer Research, 12, 341-352. Zaichkowsky, J.L. (1986). Conceptualizing involvement. Journal of Advertising, 15(2), 4-14. Zeithaml, V.A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22. 網路資料: 行政院主計總處(2014)。台灣全國農林漁牧總產值。檢索日期:2015年05月14日。網址: http://statdb.dgbas.gov.tw/pxweb/Dialog/varval.asp?ma=CS1801A1A&ti=&path=../database/CountyStatistics/&lang=9 法務部(2007)。產品市場交易法施行細則。檢索日期:2015年04月18日網址:http://law.moj.gov.tw/LawClass/LawAll.aspx?PCode=M0030070 法務部(2014)。農會法。檢索日期:2015年05月14日。網址:http://law.coa.gov.tw/GLRSnewsout/LawContentDetails.aspx?id=FL014814&KeyWordHL=&StyleType=1 農委會(2011)。鮮享在地深耕農業-2012台灣農漁會百大精品。檢索 日期:2016年11月16日。網址: http://www.coa.gov.tw/ws.php?id=2444794 農委會(2012)。農委會年報。檢索日期:2015年05月14日。網址:http://www.coa.gov.tw/view.php?catid=209 農委會(2016a)。百大精品相關資訊搜尋系統。檢索日期:2016年04月14日,網址:http://www.coa.gov.tw 農委會(2016b)。全國農民團體(農會)名單。檢索日期:2016年05月14日,網址:http://www.coa.gov.tw/farmers.php 農委會(2016c)。行政院農業委員會全球資訊網-韓國農協組織架構及運作方式介紹。檢索日期:2017年01月26日,網址: http://www.coa.gov.tw/ws.php?id=2504736&RWD_mode=Y&print=Y 蘋果日報(2014)。名間新紅茶「松紅」列百大精品。線上檢索日期:2015年11月1日,網址:http://news.ltn.com.tw/news/local/paper/827118
摘要: 
近年來,農漁會百大精品是農政單位與各地農會大力推廣的農業特色產品,然而現今食品企業及民營公司之農特產品愈趨完整與競爭化,百大精品如何在產品類別中保有吸引力並留住顧客是一門重要的課題。利用官方組織來為產品的品質評選是企業常使用當作是一個行銷策略,本研究主要從官方評選的角度更深入探討其中較相關的第三方組織評選構面之相關文獻。冀透過官方評選及消費者情境涉入來探究其消費者價格敏感度是如何被影響,到底透過農政單位大力推廣百大精品是否減弱消費者對百大精品的價格敏感度,實有必要進一步探討。
本研究以一年內有購買過農漁會百大精品的全臺862個受訪者為研究對象,透過多元階層迴歸分析官方評選對價格敏感度之間是否有負向關係之影響,以及情境涉入的部分中介效果是否成立。透過單變量變異數分析等迴歸方法來分析不同背景的消費者在官方評選、消費者情境涉入以及價格敏感度是否存在差異。
研究發現消費者價格敏感度會受到官方評選以及情境涉入的影響,而整體結果顯示,相較於一般農特產品而言,至少將近有三成的受訪者願意多付10到20%的預算成本來購買百大精品。情境涉入扮演著有助於讓消費者對百大精品更加了解的角色,降低消費者的價格敏感度,但超過73%的受訪者只願意支付1,000元以下的購買成本,因此增加官方評選在消費者心中的地位以及運用情境涉入能降低消費者的價格敏感度,此一結果也能提供相關單位參考以設定合適價格,提升銷售率。
研究結果顯示:(1)消費者對於百大精品的官方評選對價格敏感度有呈現負向關係;(2)情境涉入在官方評選與價格敏感度這兩變項之間扮演了部分中介的角色。整體而言,本研究將依據研究結果建議相關單位應進一步研議推廣百大精品的潛在消費者的族群,有助於提升民眾對百大精品的信賴程度與增加農會整體收益,增強農會產品的競爭力,實現百大精品的可持續發展。

Recent years, Farmer-Fisher Associations' top 100 agricultural products are local specially promoted by the Council of Agriculture and farmer associations. However, the food enterprises and private companies' products become more diversified and competitiveness nowadays. How to make agricultural products stay attractive, competitive and retain consumers in the similar product categories is an important topic that should be further explored. And whether Council of Agriculture and farmer associations promote local special products to weakened consumer price sensitivity, it is necessary to be further explored.
This study applied multiple hierarchical regression analysis approach to prove that official appraisal(third-party organization endorsement) has a negative correlation with price sensitivity from a total sample of 862 regular purchasers were investigated, and applied analysis of variance to compare different background of consumers in each dimensions.
Overall results show that at least 30% of respondents are willing to pay 10 to 20% of extra budget to purchase top 100 agricultural products. In particular, the situational involvement played the role as having partly intermediary influences on the interaction between third-party organization endorsement and price sensitivity, but over 73% of respondents were only willing to pay less than one thousand dollars from their original purchased budget. Associations should increase third-party organization endorsement difference in the minds of consumers and use situational involvement to reduce consumer price sensitivity, the results can also provide as a reference to set appropriate prices, which can increase sales rate.
This study suggests that the relevant official organizations and farmer associations should further promote products to potential consumer groups, and that promotion can increase situational involvement difference and farmer associations' revenue. The conclusions can enhance competitiveness and sustainable of products.
URI: http://hdl.handle.net/11455/96431
Rights: 不同意授權瀏覽/列印電子全文服務
Appears in Collections:生物產業管理學系

Files in This Item:
File SizeFormat Existing users please Login
nchu-106-7101045013-1.pdf1.13 MBAdobe PDFThis file is only available in the university internal network   
Show full item record
 
TAIR Related Article

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.