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

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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。研究結果顯示，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，的確對於不同的有機食品類別出現不同的支付價格幅度。人口統計變數也觀察出會購買有機食品的樣本以2~4人組成的小家庭為主，75.6%的消費者在購買食品時，會注意食品是否為有機商品；在有機標章的部分，則有62.6%的消費者會注意有機食品上是否有標註有機標章。此外，被選購率最高的產品類依序為：蔬果/菇類、五穀乾貨類、生鮮魚肉類三種產品。最後本研究針對於未來有機市場發展，提出相關的訂價建議作為結論，以及後續的研究設計建議。 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:	[Graduate Institute of Business Administration] Electronic Thesis & Dissertation

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