臺灣博碩士論文加值系統

近年來台灣的食安問題事件層出不窮，促使消費者開始關注食物來源、安全及友善環境等議題，以販售新鮮、驗證合格及具有地產地銷特色的有機產品之農夫市集快速成長，本研究擬探討消費者對有機農夫市集的產品之風險知覺、信任、購買意圖及行為之關係。本研究採取問卷調查法，針對台北、台中及高雄的有機農夫市集的消費者，以便利抽樣法發放問卷，總計回收452份問卷，並以SPSS及Smart PLS3進行敘述性統計及結構方程模式(SEM)分析資料。研究結果顯示:1.消費者在有機農夫市集購買產品時，會因為知覺到財務、心理、身體及功能的風險，而對購買意圖產生負向影響；2.消費者在有機農夫市集的購買意圖對購買行為有正向影響；3.人際信任、組織信任及制度信任在知覺風險與購買意圖之間並沒有產生調節效果；4.人際信任、組織信任及制度信任對消費者在市集的購買意圖具有正向影響。本研究結果建議，地方政府需要增加農夫市集數量，以支持小農發展有機產品，並推廣簡易篩檢法及產學合作以提高消費者的信任。

In recent years, the problem of food safety has been increasingly reported in Taiwan, and this has led to the concerns of consumers on the issues of food origins, safety, and environmental friendly. Organic farmers markets, which sell natural, fresh and certified products, have developed rapidly. This research aims to explore the influence of perceived risk, trust, and purchase intention on purchase behavior of consumers in organic farmers’ markets. The questionnaire survey was adopted, and a total of 452 valid questionnaires were collected in a number of farmers markets in Taipei, Taichung and Kaohsiung. Data analysis, including descriptive statistics, reliability analysis, validity analysis, partial least squares and bootstrapping, was conducted using SPSS and Smart PLS3 contains in this study. The results showed that the consumers’ perception of financial risk, psychological risk, physical risk and functional risk, had negative effects on purchase intention. It is also found that purchase intention had positive effects on purchase behavior of consumers in organic farmers’ markets. In addition, the findings indicated that organizational trust, interpersonal trust and institutional trust have no positive moderating effect on the relationships with risk and purchase intention. But organizational trust, interpersonal trust and institutional trust have direct effect on purchase intention. The present study suggests that government need to increase the organic farmers markets to help the farmers and promote the simply screening. Markets, government and academia can cooperate to teach organic food knowledge to raise consumers trust.

謝詞 I
中文摘要 II
英文摘要 III
目錄 IV
第一章 緒論 1
第一節 研究背景與動機 1
第二章 文獻探討 5
第一節 有機農夫市集 5
第二節 知覺風險 11
第三節 信任 14
第四節 購買意圖與行為 17
第三章 研究方法 19
第一節 研究架構與研究假設 19
第二節 研究變數之操作性定義與衡量 22
第三節 研究母體與抽樣設計 25
第四節 資料分析方法 25
第四章 研究結果 27
第一節 受訪者基本資料與消費特性分析 27
第二節 敘述性統計分析 33
第三節 信度與效度分析 36
第四節 購買行為與消費特性之差異分析 38
第五節 結構方程模型分析 41
第五章 結論與建議 45
第一節 研究結論 45
第二節 管理意涵 46
第三節 研究建議與限制 47
參考文獻 49
附錄一 63

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