臺灣博碩士論文加值系統

本研究主要探討Y世代成年人對有機蔬果的知覺品質、知覺風險與購買意圖的現況，並分析Y世代成年人對有機蔬果的知覺品質與知覺風險對購買意圖的影響，更進一步依Y世代成年人的特性，像是期待每一件事情都能被連接到電子設備與新興的消費喜好等，分析其對有機蔬果的知覺品質、知覺風險對購買意圖之影響。
本研究研究對象為Y世代成年人，使用問卷作為研究工具，以便利性抽樣的方式，在台灣各地區發放紙本問卷，並且也使用網路問卷進行調查。
本研究發現，Y世代成年人的知覺品質、知覺風險與購買意圖不因特性不同與購買的經驗與否而有差異；Y世代成年人對有機蔬果的知覺品質正向地影響購買意圖，而知覺風險負向地影響購買意圖；對有機蔬果擁有好的知覺品質之Y世代成年人中，具有購買有機蔬果的經驗者，對有機蔬果的購買意圖相對較大。
根據本研究結果，建議有機蔬果的生產與行銷相關業者在制定與實施策略時，針對Y世代成年人的族群，可以使用電子的方式傳遞有機蔬果擁有好品質與能降低消費者購買有機蔬果時會聯想與產生的主觀性預期損的相關資訊，增加其對有機蔬果好的知覺，並降低其對有機蔬果的風險，以提升其對有機蔬果的購買意圖。

The main study purpose was to analyze the influences of perceived quality and risk on purchase intention toward organic vegetables and fruits among Y generation adults. Also, this study deeply analyzed the influences of the Y generation adults’ characteristics on the relationships between perceived quality and risk and their purchase intention toward organic vegetables and fruits.The main population of the research was Y generation adults. Questionnaires were distributed by convenience sampling method to investigate Y-generation subjects throughout Taiwan. Meanwhile, E-Questionnaires were used by the Internet.The finding of the research was perceived quality would positively influence on purchase intention among Y generation adults, and perceived risk would negatively influence on their purchase intention. Y generation adults who owned good perceived quality toward organic vegetables and fruits along with the purchase experience would have better purchase intention. According to the research result, the suggestions to the marketers and producers were to adopt the strategies of using electronic ways to deliver the good information regarding good quality of organic vegetables and fruits, which could make Y generation adults have a good impression on organic vegetables and fruits and improve their bad impression on organic vegetables and fruits. By doing so, it can lead to an increase in their purchase intention of organic vegetables and fruits.

目次

第一章 緒論............................................................................................1
第一節 研究背景與動機...................................................................1
第二節 研究目的...............................................................................6
第二章 文獻探討....................................................................................7
第一節 有機蔬果的探討...................................................................7
第二節 Y世代成年人的特質與消費特性.....................................16
第三節 知覺品質.............................................................................20
第四節 知覺風險.............................................................................24
第五節 購買意圖.............................................................................29
第六節 消費者知覺品質、知覺風險與購買意圖的關係...............33
第三章 研究方法..................................................................................35
第一節 研究架構與假設...............................................................35
第二節 研究對象與抽樣設計.......................................................37
第三節 研究工具...........................................................................39
第四節 資料分析方法...................................................................51
第四章 研究分析結果與討論................................................................54
第一節 Y世代成年人基本特性之敘述性統計分析...................54
第二節 Y世代成年人對有機蔬果所持知覺品質、知覺風險與購
買意圖的現況分析...........................................................62
第三節 Y世代成年人對有機蔬果所持知覺品質、知覺風險與購
買意圖的關係分析...........................................................70
第四節 Y世代成年人特性於有機蔬果之知覺品質、知覺風險對
購買意圖的關係分析.......................................................78
第五章 結論與建議................................................................................80
第一節 研究發現...........................................................................81
第二節 研究結論...........................................................................83
第三節 研究建議...........................................................................85

參考文獻................................................................................................88
附錄…....................................................................................................97


表次

表1-1 2012年台灣15歲以上年齡層與擁有大學以上學歷人口統計…3
表2-1台灣有機農業面積與戶數..............................................................9
表2-2有機農產品之生產條件規定........................................................12
表2-3不同世代的標籤與時期範圍........................................................17
表2-4世代的標籤與日期........................................................................17
表2-5知覺品質的定義............................................................................20
表2-6知覺品質的衡量............................................................................23
表2-7知覺風險的定義............................................................................25
表2-8知覺風險的衡量............................................................................26
表2-9購買意圖的定義............................................................................30
表2-10購買意圖的衡量...............................................31
表3-1 研究假設......................................................................................36
表3-2正式問卷發放方式與數量............................................................38
表3-3知覺品質、知覺風險與購買意圖之操作型定義..........................39
表3-4知覺品質衡量問項....................................................................... 40
表3-5知覺風險衡量問項........................................................................41
表3-6購買意圖衡量問項........................................................................42
表3-7檢證後知覺品質衡量問項............................................................43
表3-8檢證後知覺風險衡量問項............................................................44
表3-9檢證後購買意圖衡量問項............................................................45
表3-10預試問卷的信度分析..................................................................46
表3-11預試問卷知覺品質構面的信度分析..........................................47
表3-12預試問卷知覺風險構面的信度分析..........................................48
表3-13正式問卷知覺品質及其構面的信度分析..................................49
表3-14正式問卷知覺風險及其構面的信度分析..................................49
表3-15正式問卷研究變項及總量表的信度分析..................................50
表4-1 Y世代成年人樣本之年齡分布....................................................54
表4-2 Y世代成年人樣本之性別分布....................................................54
表4-3 Y世代成年人樣本之職業分布....................................................55
表4-4 Y世代成年人樣本之居住地區分布............................................55
表4-5 Y世代成年人樣本之最高學歷分布............................................56
表4-6 Y世代成年人樣本之個人月收入分布........................................56
表4-7知覺品質問項平均數與標準差...................................................58
表4-8知覺風險問項平均數與標準差....................................................59
表4-9購買意圖問項平均數與標準差....................................................61
表4-10 Y世代成年人對有機蔬果的在知覺品質、知覺風險與購買意圖之性別差異比較..................................................................................63
表4-11 Y世代成年人對有機蔬果的知覺品質、知覺風險與購買意圖之職業差異比較......................................................................................64
表4-12 Y世代成年人對有機蔬果的知覺品質、知覺風險、購買意圖之購買有機蔬果經驗與否差異比較......................................................65
表4-13 Y世代成年人對有機蔬果的知覺品質、知覺風險與購買意圖之年齡差異比較......................................................................................65
表4-14 Y世代成年人對有機蔬果的知覺品質、知覺風險與購買意圖之居住地區差異比較..............................................................................67
表4-15 Y世代成年人對有機蔬果的知覺品質、知覺風險與購買意圖之最高學歷差異比較..............................................................................68
表4-16 Y世代成年人對有機蔬果的知覺品質、知覺風險與購買意圖之個人月收入差異比較..........................................................................69
表4-17 Pearson相關係數........................................................................71
表4-18知覺品質對購買意圖影響關係之迴歸分析……......................73
表4-19知覺品質、知覺風險對購買意圖影響關係之迴歸分析...........74
表4-20知覺品質分構面與知覺風險分構面對購買意圖影響關係之迴歸分析......................................................................................................75
表4-21年齡於知覺風險對購買意圖影響關係之調節分析.................79

圖次

圖2-1 農委會公布之有機農農產品標章..............................................11
圖3-1 研究架構......................................................................................35

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