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研究生:吳宏宇
研究生(外文):Hung-Yu, Wu
論文名稱:關係行銷對有機食品消費者信任影響之研究-以台中市西屯區為例
論文名稱(外文):A Study of Effect of Relationship Marketing on Trust in Organic Food Consumption-A Case of Siturn Area/Taichung.
指導教授:陳佩綺陳佩綺引用關係
指導教授(外文):Pei–Chi Chen
學位類別:碩士
校院名稱:東海大學
系所名稱:食品科學系
學門:農業科學學門
學類:食品科學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:74
中文關鍵詞:關係行銷信任有機食品
外文關鍵詞:Relationship MarketingTrustorganic food
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台灣有機食品產業因樂活精神而需求大幅成長,不肖業者趁勢販賣不符合規定的有機食品來以假亂真,故於2007年1月時立法三讀通過「農產品生產及驗證管理法」,意謂著消費者會因制度的落實,對每家有機商店的產品都產生制度信任。在制度信任基礎之下,有機商店如何提升消費者人際信任、組織信任及顧客忠誠度呢?故本研究以符合華人社會的關係行銷來探討。
本研究針對台中市西屯區的有機食品消費者為研究對象,並且進行問卷調查,時間為2008年4月10日至4月25日,回收有效問卷共145份。本研究主要利用敘述性統計及系統迴歸分析進行資料分析。研究發現如下:
1、目前購買有機食品的消費者以女性為主,年齡多為在31~50歲,以及大部份家庭有一定的所得水準,且並非家中有疾病者或老年人才會購買有機食品。
2、在購買經驗上,多數消費者購買已有1年以上的經驗,購買頻率以單月前往有機店5次以上為最多,顯示有機食品為長期且經常性購買之商品,在主要購買商品中,大多數消費者皆會購買有機蔬菜、水果、米。
3、產品涉入程度、產品知識對社交性關係行銷及結構性關係行銷呈現正相關。
4、三種不同的關係行銷方式,只有結構性關係行銷能夠同時提升人際信任及組織信任,顯示結構性關係行銷的重要性。
5、人際信任及組織信任對於顧客忠誠度有顯著正相關,其中組織信任較人際信任更能提升顧客忠誠度,表示消費者的組織信任更具重要性。
Because Lohas hot, causes the organic food industry demand large growth in Taiwan. The illegal shop owners trade that not gather the stipulation organic food, Sets up the courtyard three to read through「Agricultural Product Produce and Prove Law of Managing 」at January 2007. Purpose is calling in the future consumers have institutional trust in to each organic shop. Under the institutional trust foundation, how does the organic store increase the consumer interpersonal trust, the organization trust and customer loyalty? The study tries to investigate the factors that might increase trust. This study object is organic food consumer of Siturn Area of Taichung, and using on questionnaire investigation. 145 pieces of valid questionnaires retrieved. Using descriptive analysis and system regression analysis to test hypothesis. And finally, suggestions will be made from the conclusions drawn from the study. The findings are as follows:
1. The female is the organic food main buyer. The age is mostly at 31-50 years old. Most families divide certain income level. And the person who has disease or the old people will just buy the organic food in the family.
2. In purchasing experience, the most consumers have one year above the purchase experience. Buy frequency for being most five or more times to the organic store with the single moon. The organic food is the goods of long-term and regular purchase. In buying the goods mainly, most consumers will all buy organic vegetables, fruit, rice.
3. The product involvement, product knowledge found to be positive related to the social relationship marketing and structural relationship marketing.
4. The structural relationship marketing can simultaneously promote the interpersonal trust and the organization trusts. Show the importance of structural relationship marketing.
5. The interpersonal trust, organizational trust found to be positive related to the customer loyalty. The organizational trust is more interpersonal trust than can increase the customer loyalty.
目錄 頁次
目錄…………………………………………………………………………………I
表目錄………………………………………………………………………………III
圖目錄………………………………………………………………………………IV

第一章 緒論.............................................1
第一節 研究背景與動機……………………………………………………1
第二節 研究目的……………………………………………………………2
第三節 研究範圍與對象……………………………………………………3
第四節 研究限制……………………………………………………………3
第五節 研究流程……………………………………………………………3

第二章 文獻探討.........................................5
第一節 有機食品定義及台灣有機農業發展現況…………………………5
第二節 產品涉入程度………………………………………………………9
第三節 產品知識……………………………………………………………13
第四節 關係行銷……………………………………………………………16
第五節 信任…………………………………………………………………20
第六節 顧客忠誠度…………………………………………………………26

第三章 研究方法.........................................29
第一節 研究架構……………………………………………………………29
第二節 研究假設……………………………………………………………30
第三節 問卷設計……………………………………………………………32
第四節 抽樣設計……………………………………………………………37
第五節 資料處理與統計分析方法…………………………………………40
第六節 信度分析……………………………………………………………44

第四章 結果與討論.......................................46
第一節 消費者特性分析……………………………………………………46
第二節 購買經驗分析………………………………………………………49
第三節 系統迴歸分析………………………………………………………50

第五章 結論.............................................57
第一節 研究結論……………………………………………………………57
第二節 建議…………………………………………………………………60

參考文獻................................................61
附錄一 研究問卷........................................70
表目錄
表 2-1 歷年有機栽培作物面積統計……………………………………………7
表 2-2 產品涉入程度之定義……………………………………………………10
表 2-3 高涉入程度與低涉入程度之消費者行為比較…………………………11
表 2-4 關係行銷之定義…………………………………………………………16
表 2-5 關係行銷與交易行銷之比較……………………………………………17
表 2-6 關係行銷層次之比較……………………………………………………19
表 2-7 信任之定義………………………………………………………………21
表 2-8 顧客對供應商的信任建立模式…………………………………………25
表 3-1 產品涉入程度問卷之題項………………………………………………34
表 3-2 產品知識問卷之題項……………………………………………………34
表 3-3 關係行銷問卷之題項……………………………………………………35
表 3-4 信任問卷之題項…………………………………………………………36
表 3-5 顧客忠誠度問卷之題項…………………………………………………37
表 3-6 西屯區東、西半部之比較………………………………………………39
表 3-7 樣本發放地點與份數……………………………………………………40
表 3-8 信度分析…………………………………………………………………44
表 3-9 刪除問卷題項……………………………………………………………45
表 4-1 消費者基本資料之次數及百分比分析…………………………………47
表 4-2 產品涉入程度及產品知識之敘述性統計分析…………………………49
表 4-3 購買經驗分析……………………………………………………………50
表 4-4 系統迴歸分析-關係行銷………………………………………………51
表 4-5 系統迴歸分析-信任……………………………………………………53
表 4-6 系統迴歸分析-顧客忠誠度……………………………………………54
表 4-7 研究假設檢定結果彙總表………………………………………………56
圖目錄
圖2-1 產品知識與資訊搜尋數量之間倒U字型關係圖…………………………14
圖3-1 本研究架構…………………………………………………………………30
圖3-2 迴歸模型……………………………………………………………………43
圖4-1 系統迴歸分析之結果………………………………………………………55
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