臺灣博碩士論文加值系統

本研究之目的為探討環境態度、食品安全認知、健康認知與對生鮮食品認證標章之信任程度與願付價格之間的關聯性。針對臺灣有機農產品標章、吉園圃、產銷履歷、碳足跡、臺灣優良農產品此五項生鮮食品認證標章個別設計五種版本問卷，於高雄、臺中兩大都會區對家計生鮮食品主要採購者進行便利抽樣發放問卷，採用階層迴歸模型進行分析。
研究結果顯示，環境態度量表藉由因素分析取出四個隱藏因子，分別命名為破壞環境、道德義務、人類優先、永續發展。其中破壞環境、道德義務、人類優先此三個環境態度因子顯著影響家計主要採購者之願付價格。
食品安全認知、對生鮮食品認證標章之信任程度正向顯著影響家計主要採購者之願付價格，其中信任程度為影響願付價格之關鍵因子。健康認知對於依變數願付價格間無顯著影響，對於食品安全認知間有顯著影響。
本研究提供下述兩點管理意涵：第一，對於家計主要採購者而言，食品的安全性屬於基本訴求，如果要讓消費者具有較高的願付價格，則須在保障食品的安全下，兼具減少環境汙染的環境訴求。第二，環境態度與信任程度為影響家計主要採購者對於生鮮食品認證標章之食品願付價格的重要因素，廠商除了提供更多的資訊透明讓消費者更信任認證標章之外，可以提供更多的環境面資訊讓消費者瞭解認證標章之食品對於環境的助益性以增加願付價格。

The aim of this research is to examine the influences of environmental attitudes, food safety perceptions, health perceptions, trust in certification on willingness to pay for certified fresh food products. The questionnaires were designed using the following certifications in Taiwan: Certified Agricultural Standards Organic, Good Agricultural Practice, Traceable Agricultural Product, Carbon Footprint, and Certified Agricultural Standards. Convenience sampling was utilized for data collection in Kaohsiung and Taichung. Hierarchical regression was utilized to estimate the influence of environmental attitudes and food safety perceptions on consumer willingness to pay for certified fresh food products.
Environmental attitude was factorized into four underlying factors, damage of nature, ethics and obligation, priority of human, and sustainable development. Damage of nature, ethics and obligation and priority of human have significant influences on willingness to pay.
The result demonstrated that food safety perceptions and trust in certification affect willingness to pay significantly, and trust in certification is key factor. Health perceptions have no significant influences on willingness to pay, however it influences food safety perceptions significantly.
The findings provide two managerial implications: First, food safety is fundamental for consumers of fresh food products. Consumers may pay higher prices when products are not only safety guaranteed but also environmentally friendly. Second, consumers’ confidences in certifications of fresh food products can be strengthened to increase willingness to pay.

第一章 緒論 1
第一節 研究背景 1
第二節 研究動機與目的 1
第二章 文獻回顧 3
第一節 生鮮食品認證標章 3
第二節 願付價格 3
第三節 環境態度 4
第四節 食品安全認知 5
第五節 健康認知 6
第六節 對於生鮮食品認證標章之信任程度 6
第七節 研究架構 8
第三章 研究設計 9
第一節 臺灣生鮮食品認證標章 9
第二節 問卷設計 11
第三節 分析方法 17
第四章 研究結果與分析 19
第一節 敘述統計 19
第二節 因素分析 25
第三節 階層迴歸模型 26
第五章 結論 32
第一節 研究結論 32
第二節 管理意涵 32
第三節 研究限制與未來建議 33
參考文獻 35
附錄 41

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