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研究生:陳維娜
研究生(外文):Vena Chin
論文名稱:涉入、知識與來源國形象對農產品購買意願之影響
論文名稱(外文):The Effect of Involvement, Product Knowledge and Country of Origin Image on Purchasing Intention in Agricultural Product
指導教授:簡立賢簡立賢引用關係
口試委員:林孟璋陳韻如
口試日期:2017-07-31
學位類別:碩士
校院名稱:國立中興大學
系所名稱:應用經濟學系所
學門:社會及行為科學學門
學類:經濟學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:55
中文關鍵詞:產品知識涉入程度來源國形象購買意願
外文關鍵詞:Product KnowledgeInvolvementCountry of Origin ImagePurchase Intention
相關次數:
  • 被引用被引用:8
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  • 評分評分:
  • 下載下載:58
  • 收藏至我的研究室書目清單書目收藏:3
根據行政院農業委員會統計室(2016)的資料所示,目前臺灣每人每年糧食消費量皆以果品類居冠。行政院農業委員會蘇主任委員(2007)也表示臺灣人愛吃水果,每年對水果消費的金額約達700億新臺幣。可見水果在食品消費中是很重要的品項。

本研究之目的為探討消費者對蘋果的產品知識、涉入程度與來源國形象之間的關係即其對購買意願之影響。而本研究以一般消費者為研究調查對象,讓受測者依據過去實際購買或食用經驗填寫問卷,回收有效問卷為287份,利用迴歸分析等方法,以檢定各個變數之間的關係。

依據資料分析結果發現,產品知識及涉入程度對來源國形象有部分顯著之影響;產品知識及來源國形象對購買意願會有正面顯著之影響;涉入程度對購買意願之影響不顯著;產品知識與涉入程度為正向低相關之關係。本研究以蘋果為目標物並從消費者面向分析購買意願之影響因素,因此本結果可做為相關業者在訂定策略時的參考依據。
According to the Council of Agriculture, Executive Yuan R.O.C (2016), the annual food consumption per capita in Taiwan is dominated by fruit. Taiwanese liked to eat fruits, the annual amount of fruit consumption of about 70 billion New Taiwan Dollars, Council of Agriculture chief Su Jia-Chyuan (2007) said. Obviously fruit in food consumption is very important items.

The objective of this study was to investigate the consumer's purchase intention for product knowledge, involvement and country of origin image. In this study, the consumer as the research object, so that subjects based on the actual purchase or eating experience in the past to fill out the questionnaire, the effective questionnaires were 287, using regression analysis and other methods to test the relationships among the various variables.

The research results found that the product knowledge and involvement have a significant effect on the country of origin image. Involvement and country of origin image will have a significant positive impact on the purchase intention. Involvement has no significant effect on the purchase intention. The relationship between product knowledge and involvement is a positive correlation. This study takes apple as the target and analyzes the influencing factors of the purchase intention from the consumer. So the result can be taken as a basis for reference of the relevant industry in setting the strategy.
中文摘要 i
Abstract ii
目錄 iii
表目錄 iv
圖目錄 v
第1章 緒論 1
第1節 研究背景與動機 1
第2節 研究目的 3
第2章 文獻探討 5
第1節 蘋果產業概述 5
第2節 產品知識 8
第3節 涉入 9
第4節 來源國 12
第5節 購買意願 17
第3章 研究方法 18
第1節 研究架構 18
第2節 操作性定義與衡量 18
第3節 研究假設 22
第4節 研究設計 24
第5節 資料分析方法 24
第4章 資料分析與實證結果 26
第1節 敘述性統計分析 26
第2節 信效度之分析 30
第3節 研究假設之檢定 34
第5章 結論與建議 39
第1節 研究結論 39
第2節 研究貢獻 40
第3節 研究限制與未來研究 40
參考文獻 41
附錄、問卷 50
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