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研究生:陳秋銘
研究生(外文):Chiu-Man Chen
論文名稱:台灣有機農產品產銷個案之研究
論文名稱(外文):A Case Study on Production and Consumption for Organic Agricultural Products in Taiwan
指導教授:陳唐平陳唐平引用關係
指導教授(外文):Tarng-Ping Chen
口試委員:陳唐平林銘昌張定中
口試委員(外文):Tarng-Ping Chen
口試日期:2011-06-04
學位類別:碩士
校院名稱:嶺東科技大學
系所名稱:高階主管企管碩士在職專班
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:2011
畢業學年度:99
語文別:中文
論文頁數:55
中文關鍵詞:有機農業有機農產品網路行銷
外文關鍵詞:Organic AgricultureOrganic Agricultural ProductsInternet Marketing
相關次數:
  • 被引用被引用:1
  • 點閱點閱:682
  • 評分評分:
  • 下載下載:188
  • 收藏至我的研究室書目清單書目收藏:2
近年來,有機農業與有機農產品漸漸受到各界重視。本研究透過與4家有機農場經營者深度訪談及透過問卷方式收集消費者資料進行分析,結果發現有機農場經營者對網路行銷均不排斥,但缺乏相關後台管理技術,而人口統計變數對於購買有機農產品之消費行為是否有顯著關聯部分,經卡方檢定後得知,性別、婚姻狀況、年齡及職業等變項對購買有機農產品之消費行為若干題項均存在顯著關聯;而婚姻狀況、年齡、職業及家庭成員等變項則對有機農產品之網路行銷觀念若干題項均存在顯著關聯。
Organic agriculture and organic agricultural products are gradually recommendatory recently. This study analyzes datas collected by depth interviews of 4 organic farms and questionnaires of consumers. The results showed that the managers of organic farms are not exclusive to network marketing, but the lack of relevant background management technology, there are partial significant relation that people in different variables with the consumption behavior of organic agricultural products and the concept of Internet marketing by chi-square test.
目錄
摘要.................................i
ABSTRACT.............................ii
目錄..................................iii
圖目錄................................iv
表目錄................................v

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 研究流程.............................3
第二章 文獻查考.............................4
第一節 有機農業之定義........................4
第二節 有機農產品之消費行為...................5
第三節 網路行銷的崛起........................6
第三章 消費者對有機農產品購買行為..............9
第一節 政府農業政策..........................9
第二節 我國有機農業之源起....................14
第三節 我國與歐美有機農產品驗證制度之比較......17
第四章 研究設計.............................20
第一節 研究架構.............................20
第二節 研究假設.............................20
第三節 問卷設計.............................21
第四節 抽樣與分析方法........................21
第五章 資料分析.............................23
第一節 問卷回收情形..........................23
第二節 樣本資料分析..........................23
第三節 描述性統計分析........................24
第四節 卡方檢定.............................26
第五節 質化分析.............................33
第六章 結論與建議 ...........................40
第一節 結論................................40
第二節 研究建議.............................42
參考文獻....................................45
附 錄.................................48


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