臺灣飲食文化的趨勢在無形中，一直不斷的改變，至今日，人們開始尋求對身體有幫助的低卡、高纖養生美食，而使得低卡路里又具有高纖營養的茭白筍的等高經濟價值的健康作物受到歡迎。
埔里鎮孕育的茭白筍品質佳更是聞名全省，總產量佔全國90％以上，是台灣「茭白筍的故鄉」，目前在埔里鎮種植的面積超過1,200公頃以上，是全台最重要的茭白筍產區。為了使生產已趨成熟的茭白筍及其相關產品能夠獲得消費者的喜愛並及於市場，因此本研究針對至埔里鎮觀光之民眾問卷調查，以瞭解消費者對茭白筍的知覺價值，並進一步衡量其購買意願。
本研究問卷的發放時間為100年3至4月間，總計發放335份問卷，有效問卷為308份。由描述性統計得知「我必須花費較多時間才能獲得埔里茭白筍及其相關產品的資訊(2.83)」為最高，「我覺得埔里茭白筍及其相關產品是具有吸引力的(2.67)」知覺犧牲較高為最低，購買意願之描述性統計依序為，「我將會建議他人購買埔里茭白筍及其相關產品(2.94)」、「未來我將會購買埔里茭白筍及其相關產品(2.76)」、「我現在就會願意購買埔里茭白筍及其相關產品(2.76)」。由t檢定及迴歸分析得知消費者對埔里茭白筍及其相關產品的知覺價值中以「知覺品質」對其購買意願之因素影響最高，係數為0.58具顯著影響，「知覺犧牲」之影響效果則不顯著，係數為0.068。
由研究結果顯示，可得知消費者普遍對茭白筍的知覺品質偏低，因此建議對相關業者宜提升消費者對茭白筍的產品認知，藉由增加行銷活動來提升消費者外部的溝通機會，並增加茭白筍產品通路以及提昇遊客購買意願。
關鍵字：埔里鎮、知覺價值、茭白筍產品、購買意願、

Abstract
There was a current trend in Taiwan food culture, people now are beginning to seek health foods of high-fiber and low-calorie. An example of water bamboo is a health food with high economic value and popularity.

Nurtured by water bamboo Puli is famous far and wide with good quality, production accounting for more than 90% of Taiwan's "water bamboo Homeland," and now grown in Puli area of more than 1,200 hectares, is Taiwan's most important wild rice bamboo producing areas. To make the water bamboo production has matured and its related products and access to consumers and the market, this study aimed to people in Puli, sightseeing survey to understand consumers' perceived value of water bamboo, and further measure their intentions to purchase.

In this study, 335 questionnaires were survived in March to April 2011. There are308 valid questionnaires. The finding of the descriptive statistics point out that "I have to spend more time to get Puli water bamboo and related product information (2.83)" and "I will recommend others to buy water bamboo and related products Puli (2.94)" are top ranking of tourists’ perceived value and purchase intentions individually. Based on t-test, there are partly significantly different between tourists’ background and perceived value. Moreover, tourists’ characteristics of buying are significantly different with their purchase intents. Finally, regression analysis showed that tourists’ perceived value has significantly positive effects on purchase intentions.
The results show that the perceived quality of Puli water bamboo is still low. Therefore, this study recommends that the relevant industry should enhance consumer awareness of water bamboo and its products. Besides, to enhance communication opportunities with customers through various marketing activities and media images.

Keywords: Puli Town; Perceived Value; Water bamboo Product; Purchase Intentions

目 錄
頁次

圖次、表次……………………………………………………………….... I
摘要 ……………………………………………………………………….. II
第一章 緒論
第一節 研究動機與目的 ………………………………………………..1
第二節 研究架構與流程……………………………………….………...3
第三節 研究範圍與方法..………………………...……………………...4
第二章 文獻回顧與相關研究探討
第一節 埔里茭白筍及其相關產品現況…………………………………5
第二節 知覺價值…………………………………………………….….11
第三節 購買意願………………………………………………………..13
第四節 知覺價值與購買意願之相關文獻……………………………..15
第三章 研究方法與設計
第一節 研究架構與研究假設 ………………………………………… 18
第二節 操作型變數定義與衡量 ……………………………………… 19
第三節 研究抽樣設計與問卷發放 …………………………………… 21
第四節 資料分析方法 ………………………………………………… 21
第四章 研究結果分析
第一節 信度分析………………………………………….…………….24
第二節 次數分配 ………………………………………….………….. 25
第三節 描述性統計分析 ………………………….………..………… 28
第四節 因素分析 ……………………………………………………... 30
第五節 差異性分析 …………………………………………………... 32
第六節 迴歸分析 ……………………………………………………... 37
第五章 結論與建議 ………………………………………………….…… 38
參考文獻 ……………………………………………………………….….. 44
附錄：研究問卷……………………………………………………………… 48


圖次
頁次

圖1.1 研究流程圖 …………………………………………………………..…2
圖2.1 農產品行銷通路 …………………………………………………….….6
圖2.2 台灣茭白筍年產量 …………………………………………………..…8
圖2.3 2001年至2009年茭白筍年交易走勢 …………………………….…..9
圖2.4　民國2001年至2009年全台各市場茭白筍年價量比較 …………..…9
圖2.5 知覺價值模式 …………………………………………………………10
圖3.1　研究架構圖 ……………………………………………………………17
表次
表2.1 健康概念食品的四大方向及其可行策略 ……………………………..8
表3.1 消費者知覺價值衡量問項 ……………………………………………19
表3.2 消費者購買意願衡量問項 ……………………………………………19
表3.3 Cronbach’s α值數範圍表 ………………………………………….… 21

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