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    Please use this identifier to cite or link to this item: http://ir.lib.ncu.edu.tw/handle/987654321/59972

    Title: 探討影響消費者有機商品支付價格幅度之因素—以有機食品為例;Explore the factors on consumers’ price acceptance range of organic product-A example of organic food product
    Authors: 陳彥孜;Chen,Yen-tzu
    Contributors: 企業管理學系
    Keywords: 有機食品;綠色生活型態;涉入程度;動機;支付價格幅度;Organic Food;Green Lifestyle;Involvement;Motivation;Price acceptance range
    Date: 2013-06-24
    Issue Date: 2013-07-10 11:53:36 (UTC+8)
    Publisher: 國立中央大學
    Abstract: 全球有機市場日益倍增,故近年來亦成為我國大力推動的產業之一。目前有機農產品之訂價多採成本加成訂價。不過許多研究指出當商品標上有機的名義,可以較高的價錢售出,所以成本加成訂價模式不一定是最適合的方法,不過有機產品若是價位太高,可能會造成需求降低。故本研究欲瞭解有機產品相較於一般產品訂價,提高多少比例幅度下,是消費者較能接受的範圍。本研究認為不同生活型態、有機產品涉入程度、購買動機之有機消費族群將會產生不同的支付價格幅度,配合集群與多變量分析進行研究,提供有機食品商做為訂價參考。

    In recent years, the global organic market has increased significantly. The organic market has become one of the important industries. At present, organic products are usually valued by cost-plus pricing methods. However, many studies have pointed out that goods can be sold higher prices when they are marked with “organic”. So cost-plus pricing may not be the best model to price organic products. Yet when the prices of organic products are too high, it may result in less demand. In this study, we are going to find out the most reasonable price acceptance range of organic products. We assume different lifestyles, involvement of organic products and organic buying motives will result in different price acceptance range. We use cluster analysis and repeated measures ANOVA to identify various cluster by consumers.
    The results showed that different lifestyles, organic product involvement, purchase motivation of organic products indeed influence the price acceptance range on different organic food categories. Demographic variables show that core organic food consumers are small families with 2-4 members. Besides, 75.6% of the sample consumers will check whether the food product is organic while purchasing
    62.6% will check if the product has an organic label on it.. Moreover, the best sales of product categories are fruits/ vegetables/ mushrooms, grains and dry goods and meat/ fish products.
    Finally, this research suggests pricing proposals for the future development of organic market, and some advice to follow-up study design.
    Appears in Collections:[企業管理研究所] 博碩士論文

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