以分解式計劃行為理論探討有機食品消費行為之影響因素

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王怡方(Yi-fang Wang) 查詢紙本館藏

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以分解式計劃行為理論探討有機食品消費行為之影響因素

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摘要(中)

近年來掀起一股消費者對保健養身和生態保護的熱潮，伴隨國人的生活水準提高，消費者對於提升食物品質的意識高漲，從而引領有機食品的發展與需求。本研究的主要目的是以計畫行為理論探討台灣消費者的有機食品購買行為，透過解構態度、主觀規範、與知覺行為控制之信念，深入分析影響消費者購買有機食品的前置因素，同時並進一步分析消費者購買涉入程度的調節影響效果，並依此提出推廣有機食品的行銷策略之建議給予相關單位和業者參考。
本研究使用網路和紙本問卷調查方式，係以有購買有機食品經驗的消費者作為調查對象，共回收683份問卷，有效問卷為441份 (回收率占65%)。本研究以結構方程式進行資料分析。研究結果顯示，本測量模型具有良好的信效度，在結構模式方面則發現：(1) 對於態度構念，道德自我認同以及食物安全顧慮皆呈現正向顯著影響，而健康意識則呈現不顯著；(2) 對於主觀規範構念，人際影響呈現不顯著，而外部影響則呈現正向顯著影響；(3) 在知覺行為控制構念，助益條件以及自我效能亦呈現正向顯著影響；(4) 態度以及知覺行為控制亦皆對消費者購買有機食品之行為意圖有顯著正向影響，而主觀規範對於行為意圖並未呈現顯著的結果；(5) 在調節效果方面，高涉入消費者比低涉入消費者更重視道德自我認同和食物安全顧慮，而助益條件對於低涉入消費者在購買有機食品時影響較大。

摘要(英)

This study tries to explore the consumer behavior on organic food in Taiwan. On the basis of the Theory of Planned Behavior, this study examines motives which influence the consumers’ purchasing behavior of organic food by decomposing attitude, subjective norm and perceived behavior control constructs. Meanwhile, the study takes purchase involvement as a moderator to investigate the differences of the consumer behavior on organic food between consumers with high and low involvement levels. Then, according to empirical results, the study provides marketing strategies for the relevant units and stores.
This study collects 683 samples in total by using internet questionnaires and paper questionnaires. Analysing upon 441 usable responses by structural equation modelling reveals that the measurement model has good reliability and validity. The empirical results show that (1) for Attitude construct, both Ethical Self-Identity and Food Safety Concern have significantly positive effect, but Health Consciousness has no significant impact; (2) for Subjective Norm construct, Interpersonal Influence has no significant result, but External Influence has significantly positive effect; (3) for Perceived Behavior Control construct, both Facilitating Condition and Self-Efficacy have significantly positive effect; (4) Attitude, and Perceived Behavior Control have a positive relationship with the Behavioral Intention of purchasing organic food, but Subjective Norm hasn’t; (5) Ethical Self-Identity and Food Safety Concern have more important influence to consumers with high involvement level, and Facilitating Condition has more to consumers with low involvement level.

關鍵字(中)

★ 有機食品
★ 分解式計畫行為理論
★ 態度
★ 主觀規範
★ 知覺行為控制
★ 行為意圖
★ 購買涉入

關鍵字(英)

論文目次

中文摘要........................................i
英文摘要........................................ii
誌謝...........................................iii
目錄...........................................iv
圖目錄.........................................vii
表目錄.........................................viii
第一章緒論.....................................1
1-1 研究背景與動機..............................1
1-2 研究目的與問題..............................4
1-3 研究流程...................................5
第二章有機的概念與市場概況........................6
2-1 有機的介紹.................................6
2-1-1 有機農業的定義........................6
2-1-2 有機農業的起源與發展...................7
2-1-3 有機食品的標準........................8
2-2 有機農業產業環境............................10
2-2-1 全球有機農業市場概況...................10
2-2-2 台灣有機農業市場概況...................11
第三章文獻探討..................................16
3-1 行為理論.................................16
3-1-1 理性行為理論..........................16
3-1-2 計畫行為理論..........................18
3-1-3 分解式計畫行為理論.....................20
3-2 有機食品消費行為相關研究......................22
3-3 消費者涉入..................................26
3-3-1 涉入的意義與性質.......................26
3-3-2 以涉入對象做為區別的分類................26
3-3-3 以涉入本質做為區別的分類................27
3-3-4 小結................................28
第四章研究方法..................................30
4-1 研究架構...................................30
4-2 變數定義與衡量..............................32
4-3 研究假設...................................35
4-4 問卷設計與內容..............................42
4-5 抽樣方式與抽樣對象...........................48
4-6 資料分析方法................................48
4-6-1 敘述性統計分析........................48
4-6-2 信度檢定.............................49
4-6-3 效度檢定.............................49
4-6-4 模式評估.............................49
4-6-5 結構方程模式分析.......................50
第五章資料分析...................................52
5-1 描述性統計..................................52
5-1-1 基本資料分析..........................52
5-1-2 問項資料之統計.........................56
5-2 測量模型的信效度分析..........................59
5-2-1 信度分析..............................59
5-2-2 效度分析..............................60
5-3 結構方程模式與調解效果分析.....................64
5-3-1 評鑑模式的適配度.......................65
5-3-2 研究假說之驗證與結果....................65
第六章結論與建議.................................72
6-1 研究結果....................................72
6-2 管理意涵....................................78
6-3 研究限制與未來研究建議.........................80
參考文獻..........................................82
附錄一問卷.......................................99
圖目錄
圖1 研究流程....................................5
圖3-1 理性行為理論模型.............................16
圖3-2 計畫行為理論模型.............................18
圖3-3 分解式計畫行為理論模型........................21
圖4-1 研究架構圖..................................31
圖5-1 整體模式路徑圖...............................66
圖5-2 整體模式結果分析圖............................67
表目錄
表2-1 台灣有機農業認證標章.........................13
表3-1 計畫行為理論應用於有機食品之研究整理表...........24
表4-1 各變數操作型定義以及文獻來源...................33
表4-2 健康意識之問卷設計...........................43
表4-3 道德自我認同之問卷設計........................43
表4-4 食物安全顧慮之問卷設計........................44
表4-5 人際影響之問卷設計...........................44
表4-6 外部影響之問卷設計...........................45
表4-7 自我效能之問卷設計...........................45
表4-8 助益條件之問卷設計...........................46
表4-9 計畫行為理論構面之問卷設計....................46
表5-1 樣本人口統計變數之分布情形....................54
表5-2 問項平均統計表..............................57
表5-3 各構面之信度分析表...........................60
表5-4 驗證性因素分析表.............................61
表5-5 測量模式之構面相關矩陣........................64
表5-6 整體模型適配度...............................65
表5-7 各構面之關係檢定.............................69
表5-8 高低涉入群之路徑差異表........................70
表5-9 研究假說檢定................................71

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三、網路文獻
1. 有機農業全球資訊網，「有機農業之意義」，
http://organic.supergood.com.tw/supergood/front/bin/ptlist.phtml?Category=100981，Last visited at 2013/3/15。
2. 有機農業全球資訊網，「有機農業起源與發展」，
http://info.organic.org.tw/supergood/front/bin/ptlist.phtml?Category=100982，Last visited at 2013/3/15。
3. 有機農業全球資訊網，「我國驗證機構」，
http://info.organic.org.tw/supergood/front/bin/ptlist.phtml?Category=100989，Last visited at 2013/3/15。
4. 中華有機農業協，「美國有機食品“春風得意”」
http://www.coaa.tw/Main/TW/NewsBrow.aspxnk=KHBVQRAYZFRI&tk=FGWUP7BVWUAA，Last visited at 2013/3/15。

指導教授

洪秀婉、陳春希

審核日期

2013-7-3

推文