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消费者对地产地消蔬果之认知及购满意愿研究

【中文摘要】:随着现代人对食品安全以及自身健康管理的日益提升,消费者对于日常生活中所食之物为何也愿意花更多心思去注意,无非就是期望自己以及关心之人可以吃得更健康、更天然。近年,国内爆发的多起食品安全事件更让消费者正视这项议题,也开始积极思考到底我们生活中所接触的这些食物该如何挑选,究竟我们过去的消费模式,更甚是现今运行之生产方式以及相关法令是否出现了问题,以至于国内相关的食安事件层出不穷。面对此议题,国内外不乏有意解决此问题之有心之士,透过不同方式,为大家更美好的生活努力着,也因此推动地产地消消费模式之行为营运而生。而于此当中,最具代表性的便是农夫市集的推广。

本研究以此思考点作为出发,期望透过探讨消费者对地产地消蔬果消费一概念之认知及购买意愿,了解消费者对此概念之看法及接受度。同时也好奇,究竟于消费者产生地产地消蔬果消费一行为之过程中会受到哪些相关因素干扰。因此,透过参考消费者资讯搜寻及处理程序模型与相关文献之探讨,衍生出消费者产品知识,结合内外行为、消费者地产地消蔬果购买意愿、参考群体以及商家信任等概念之研究

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模型。针对曾造访过农夫市集之消费者,本研究透过纸本问卷之调查方式共回收266份有效问卷。经阶层迴归分析后发现,消费者资讯搜寻以及消费态度分别于消费者产生地产地消蔬果购买意愿之过程中扮演促发之重要角色;商

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家信任及参考群体分别于消费者内外行为和地产地消蔬果购买意愿间具有不同之影响效果。

根据本研究之结果,建议有意推行地产地消蔬果消费之有心之士,可花更多心力思考如何于消费者进行相关资讯搜寻及拥有正向消费态度时,考量不同属性参考群体之影响力及注重商家信任一问题,规划相关作法以增加消费者地产地消蔬果购买意愿之提升。如此,地产地消消费行为才能广被接受,并有机会成为当今解决食安疑虑及新消费模式推广之可行作法。
【英文摘要】:Recently, people are paying more attention to self-management behaviors. However, as people gradually take the issue into consideration, a series of food safety incidents occurred, and damaged the public’s faith in the current consumption market and the existing law. To figure out the situation like this, many people who concerned, at home and abroad, trying various way to change the condition. As the result, the awareness of locally produced and marketed campaign occurred, and “Farmers Market” is the underway, and the typical one.

In order to understand consumers’ thought and their acceptance abo

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ut the concept of locally produced and marketed campaign, and to know what factors may influence their purchase intention, in this research, product knowledge and other variables are discussed and adopted to form the research model. Samples of 266 collected through questionnaire survey, and hypotheses are tested by regression analysis. The result showed that consumers’ information searching and consumers’ attitude are important in the process of forming the purchase intention; trust and reference groups cause different impacts in the process.

Based on the result, suggestions are as followed: To those who want to promote the locally produced and marketed campaign, could take more consideration the influence of trust and different types of reference groups may cause, as consumer are searching for the relevant information or to those who had the positive attitude towards the campaign so as to raise people’s awareness and intention to purchase locally produced and marketed food and veggies, and providing an enduring way which may not only modify public’s distrust to the current situation but giving an new consumption pattern that consumers may choose.
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  • 来源:中山大学;作者:黄雅薇
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