臺灣博碩士論文加值系統

隨著近年來台灣經濟快速成長，國民所得逐年提高，生活水準提升，壽命也逐漸增長，人們對飲食的需求不再只有吃的飽而已，人們開始更加重視飲食，更加要求品質。消費者對農產品的消費型態轉向多樣化、精緻化，大眾對於日常生活所需的食品安全與環境保護愈加注重，有機產品因應而生。
過去學者探討了許多影響購買意願之因素，依據計畫行為理論推導，態度、主觀規範與知覺行為控制會影響購買意願。而本研究根據文獻推導，假設購買意願會進而影響到願付價格，並將實際控制做為購買意願與願付價格之調節變數，推導出本研究架構。
本研究以花蓮縣消費者為研究對象，問卷發放期間為2016年11月15日至2017年2月15日，共計3個月，回收之有效樣本為203份。研究結果顯示態度、主觀規範與知覺行為控制會正向影響購買意願。
理論上之新貢獻，確定購買意願會影響願付價格；而實務上則是發現女性的消費者對於有機產品之購買意願較男性高，且消費者是否有子女會正向影響消費者的願付價格，其可能的原因為女性消費者認為購買有機產品是可以守護家人的健康，因此在推廣有機產品時，可以針對有子女的女性消費者加強宣導有機產品帶給消費者健康之因素，增加消費者的購買意願，進而提高消費者之願付價格。
由於目前有機產品之價格偏高，本研究在問卷設計上無法深入探討有機產品佔消費者可支配所得之比例，為本研究之研究限制。

With the rapid growth of Taiwan's economy in recent years, the national income has been increasing year by year, the living standard has been improved and the life expectancy has been gradually increased. The demand for food is no not only eat. People pay more attention to food and demand quality. Consumers of the consumption patterns of agricultural products have turned to seek diversify and refined. People pay more attention for the daily life of food safety and environmental protection more attention.
In the past, scholars have explored many factors that affect the Purchase Intention. According to the Theory of Planned Behavior: attitudes, subjective norms and perceived behavior control will affect the purchase intention. The major purpose of this study is to understand the relationship between Purchase Intention and Wilingness to Pay, the actual control as a moderator between purchase intention and Wilingness to Pay.
According to the findings of this study, Hualien County consumers as the research object, the questionnaire was issued between November 15, 2016 to February 15, 2017, a total of 3 months, the recovery of the effective sample of 203. The results show that attitudes, subjective norms and perceived behavioral control will positively affect the purchase intention.
The theory of new contributions to determine the purchase intention will affect the willingness to pay; and the practice is to find women's consumers for organic products, the purchase price is higher than men, and whether consumers have a positive impact on consumers willing to pay, the possible reasons for the female consumers that the purchase of organic products can protect the health of their family, so the promotion of organic products, women have children for children to strengthen the promotion of organic products to consumers health, Consumers will buy, and then increase the willingness to pay
Due to the high price of organic products, this study can not delve into the proportion of organic products to consumers' disposability in questionnaire design, which is the restriction of research.

第一章 緒論 ..........................................1
第一節 研究背景 ..........................................1
第二節 研究動機 ..........................................2
第三節 研究目的 ..........................................5
第四節 研究流程 ..........................................6
第二章 文獻探討 ..........................................9
第一節 有機農業與有機產品..................................9
第二節 影響購買意願及願付價格之因素........................15
第三節 行為理論 .........................................20
第四節 態度 .........................................23
第四節 主觀規範 .........................................29
第五節 知覺行為控制......................................32
第六節 購買意願 .........................................35
第七節 願付價格 .........................................38
第八節 實際控制 .........................................44
第九節 研究架構 .........................................45
第三章 研究方法 .........................................47
第一節 研究對象 .........................................47
第二節 變數之操作型定義與假設彙整.........................47
第三節 變數衡量方法......................................48
第四章 研究結果 .........................................57
第一節 描述性統計分析....................................57
第二節 信度分析 .........................................61
第三節 結構方程式模型分析................................70
第四節 小結.............................................77
第五章 結論與建議.......................................81
第一節 研究貢獻 ........................................81
第二節 研究限制與未來建議................................84
參考文獻.................................................85
附錄.....................................................95

中文部分
1. 伍亮帆(1996)。嘉義市國際管樂節吸引力、滿意度與忠誠度關係及願付價格之研究。碩士論文，私立南華大學旅遊事業管理研究所
2. 別蓮蒂(2000)。生活型態白皮書：2000年台灣消費習慣調查報告。商周出版。
3. 余聿萱(2008)。利用有機農業發展保健旅遊之願付價格探討。碩士論文，國立台北護理學院旅遊健康研究所。
4. 林俞君(2014)。有機農產品單位價格調查分析。大同學報，頁83-102。
5. 林淑芬(2010)。省多付少—綠色民宿之願付價格。碩士論文，國立臺灣師範大學餐旅管理與教育研究所。
6. 林淑真(2001)，生活型態與購買涉入對品牌權益的影響研究－以電子字典為例。碩士論文，政治大學廣告研究所，台北市。
7. 林俊成、吳俊賢、陳溢宏、陳麗琴、許秋雁、鄭美如、劉瓊霦(1996)。六龜詴驗林森林生態系經營經濟效益評估之研究。台灣林業科學，21(2)，191-203。
8. 侯福分，陳吉村(2006)，有機農業之發展與願景，57-73，行政院農業委員會花蓮區農業改良場出版。
9. 許士軍(1987)。管理學。臺北市：東華。
10. 陳介武(1998)。有機食品簡介、現況與趨勢。有機食品推廣月刊，25-37，嘉南藥理科技大學，未出版，台南縣。
11. 陳貞綉（2003）。涉入程度、價格接受度與知覺價值對有機食品購買意願之影響。世新大學觀光學系碩士論文，未出版，台北市。
12. 陳瑞香（2005）。農藥的不歸路。環保生活，33-35，福智之友叢書，台北：福智之聲出版社。
13. 張春興（1989）。張氏心理學辭典。台北：東華書局。
14. 張明彰(1996)。零污染有機生活。台北：元氣齋出版。
15. 康惠姍、王怡文、李明聰(2006)。消費者對有機農產品願付價格與市場區隔之研究－以台北市為例。2006 輔仁大學餐旅管理學術與實務研討會，台北。
16. 黃璋如(1998)。有機農產品之市場區隔研究。農業經營管理年刊，第四期，第75-101 頁。
17. 董時叡，「自然農法實施者之推廣責任」，MOA自然農法，19，頁10-18，2001
18. 董時叡(2007)。有機之談。台中：西部印刷事業股份有限公司。
19. 廖淑伶(2007)。消費者行為。台北：前程文化事業有限公司。
20. 榮泰生(1999)。消費者行為。台北市：五南圖書。
21. 鄭健雄，2003，休閒農業旅遊市場區隔化之研究：以宜蘭休閒農場為例。農業經營管理年刊第八期。
22. 蕭代基、鄭蕙燕、吳佩瑛、錢玉蘭、溫麗琪(2002)。環境保護之成本效益分析:理論、方法與應用。台北:俊傑書局股份有限公司。
23. 蕭鳳歧(1998)。有機食品的崛起。食品資訊，150，10-16。


英文部分
1. Ajzen, I., & Fishbein, M. (1969). The prediction of behavior intention in a choice situation. Journal of Experimental Social Psychology, 5, 400-416.
2. Ajzen, I., & Fishbein, M. (1970). The prediction of behavior from attitudinal and normative variables. Journal of Experimental Social Psychology, 6, 466-487.
3. Ajzen, I., & Fishbein, M. (1980). Understanding Attitudes and Predicting Social Behavior. NJ: Prentice Hall.
4. Ajzen, I. (1985). From intentions to action: A theory of planned behaviour. In Kuhl, J., & Beckmann, J. (Eds.), Action-control: From cognition to behaviour. (pp.11-39). Heidelberg: Springer-Verlag
5. Ajzen, I., & Madden, T. J. (1986). Prediction of goal-directed behavior: Attitudes, intentions and perceived behavioral control. Journal of Experimental Social Psychology, 22, 453-474.
6. Ajzen, I., (1991). The Theory of Planned Behavior, Organizational Behavior and Human Decision Processes, 50, 179-211.
7. Ajzen, I. (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. Journal of Applied Social Psychology, 32,1-20
8. Ajzen, I., Brown, T. C., & Carvajal, F. (2004). Explaining the discrepancy between intentions and actions: The case of hypothetical bias in contingent valuation. Society for Personality and Social Psychology, 30(9), 1108–1121
9. Ajzen, I. & Klobas, J. (2013). Fertility intentions: An approach based on the theory of planned behavior. Journal of population sciences, 29(8), 203-232.
10. Assael, H. (1992). Consumer behavior and marketing action (4th ed.). Boston: PWS-KENT ; London : Chapman & Hall.
11. Ajzen, I., (2002). Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior. , Journal of Applied Social Psychology, 32,1-20
12. Ajzen, I., Brown, T. C., & Carvajal, F. (2004). Explaining the discrepancy between intentions and actions: The case of hypothetical bias in contingent valuation. Society for Personality and Social Psychology, 30(9), 1108–1121
13. Ajzen, I & Klobas, J (2013). Fertility intentions: An approach based on the theory of planned behavior. Journal of population sciences, 29(8),203-232.
14. Alford, B. L., & Biswas, A. (2002). The effects of discount level, price consciousness and sale proneness on consumers’ price perception and behavioral intention. Journal of Business Research, 55, 775-783. Retrieved from ScienceDirect, Elservier.
15. Allport, G.W. (1967). Attitudes in Fishbein, Martin (ed.) , Readings in Attitude Theory and Measurement. New York: John Wiley & Sons.
16. Aronson, E., Wilson, T. D., Akert, R. M. (2002). Social psychology (4th ed.).Upper Saddle River, NJ: Prentice Hall.
17. Bagozzi, R. P., & Burnkrant, R. E. (1979). Attitude organization and attitude-behaviorrelationship. Journal of Personality and Social Psychology, 37(1), 913-929.
18. Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Academic of Marketing Science, 16 (1), 76-94.
19. Bagozzi, R. (2000). The poverty of economic explanations of consumption and an action theory alternative. Managerial and Decision Economics, 21, 95–109.
20. Bentler, P.M. & Bonett, D.G. (1980). Significance tests and goodness of fit in the analysis of covariance structures. Psychological Bulletin, 88, 588–606.
21. Bentler, P. M. (1983). Confirmatory factor analysis via noniterative estimation: A fast, inexpensive method. Journal of Marketing Research, 19, 417-424.
22. Bentler, P. M. (1988), Theory and implementation of EQS: a structural equations program, LosAngeles: BMDP Statistical Software.
23. Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer — Do ethics matter in purchase behavior? Journal of Consumer Marketing, 18(7), 560–577.
24. Davis, F.D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly (13:3) pp. 319-340.
25. Davies, J., G. R. Foxall & J. Pallister. (2002). Beyond the Intention-Behaviour Mythology: An Integrated Model of Recycling. Marketing Theory 2(1), 29–113.
26. Demby, E. (1974). Psychographics and from where it came. Life style and psychographics (pp.9-30). Chicago, IL: American Marketing Association.
27. Dodds, W. B., & Monroe, K. B. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research
28. Donovan, P. & M. McCarthy, (2002), ’Irish Consumer Preference for Organic Meat, British Food Journal, Vol.104.3-5.
29. Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.
30. Engel, J. F. D. T. Kollat & R.D. Blackwell(1982). Consumer Behavior, 4th ed .Chicago: Dryden.
31. Fishbein, M. A., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Boston: Addison-Wesley.
32. Fornell, C. & Larcker, D.F (1981). Evaluating structural equation models with unobservable and measurement errors., Journal of Marketing Research, 18(1), 39-50
33. Gaski, J. F. & Nevin, J. (1985). The Differential Effects of Exercised and Unexercised Power Sources in a Marketing Channel. Journal of Marketing Research, 22 (2), 130-42.
34. Gil, J. M., Gracia, A., & Sanchez, M.(2001). Market Segmentation and Willingness to Payfor Organic Products in Spain. International Food Agribusiness Management Review,3, 207-226
35. Jarvenpaa SL, Tractinsky N, Vitale M. (2000). Consumer trust in an internet store. Information Technology and Management, 1(1/2): 45–71.
36. Jones, T. M., & Ryan, L. V. (1997). The link between ethical judgment and action in organizations: A moral approbation approach. Organization Science, 8(6), 663−680.
37. Hair, J. F., Black, B., Babin, B., Anderson, R. E., & Tatham, R. L. (1992). Multivariate Data Analysis (6th ed.). New York: Macmillan.
38. Hawkins, Best, & Coney(2007). Consumer behavior: building marketing strategy(10thed.). New York, NY: McGraw-Hill Companies.
39. Kağıtçıbaşı, Ç. (1988). İnsan ve insanlar: Sosyal psikolojiye giriş. İstanbul, Turkey: Evrim Basım Yayım Dağıtım
40. Kelly, G. A. (1995). The psychology of personal constructs. New York: Routledge
41. Kotler, P. (1985). Marketing Management: Analysis, planning and Control, 5th ed.
42. Kolter, P.(1991).Marketing management .(7th ed.)
43. Kotler, P., & Keller, K. L. (2006). Marketing management (12th ed.). Upper Saddle River, NJ: Prentice Hall.
44. Lazer, W. (1963), Life Style Concept and Marketing, American Marketing Life-Styles. Annual Review od Sociology:269-97
45. Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of Consumer Marketing, 23, 248-265.
46. Midmore, P., Francois, M., & Ness, M. (2011). Trans-European comparison of motivations and attitudes of occasional consumers of organic products. NJAS - Wageningen Journal of Life Sciences, 58(3-4), 73-78.
47. Mitchell, R.C. & Carson, R.T. (1993). Using surveys to value public goods: the contingent valuation method. 3rd. Washington D.C, USA: Resources for the Future.
48. Myers, J. H. , & Reynold, W. H. (1976). Consumer Behavior and Marketing Management. Houghton Mifflin Co. , Boston. Prentice-Hall.
49. Roitner-Schobesberger, B., Darnhofer, I., Somsook, S., & Vogl, C. R. (2008). Consumer perceptions of organic foods in Bangkok, Thailand. Food Policy, 33, 112-121. doi:10.1016/j.foodpol.2007.09.004
50. Rowlands, I. H., Scott, D., & Parker, P. (2003). Consumers and green electricity: profile potential purchasers. Business Strategy and the Environment, 12(1), 36-48.
51. Schiffman, L. G., Kanuk, L. L., & Akili, S. (2004). Consumer behavior (8th ed.). Upper Saddle River, NJ: Prentice Hall.
52. Schifferstein, H. N. J. and P. A. M. Oude-Ophuis (1998), Health-related Determinants of Organic Food Consumption in the Netherlands, Food Quality and Preference, 9(2), 119-133.
53. Sheeran, P., D. Trafimow and C. J. Armitage: 2003, Predicting Behaviour from Perceived Behavioural Control: Tests of the Accuracy Assumption of the Theory of Planned Behaviour, British Journal of Social Psychology 42, 393–410.
54. Trafimow, D., & Duran, A. (1998). Some tests of the distinction between attitude and perceived behavioural control. British Journal of Social Psychology, 37, 1–14.
55. Trafimow, D., P. Sheeran, M. Conner & K. Finlay. (2002). Evidence That Perceived Behavioural Control is a Multidimensional Construct: Perceived Control and Perceived Difficulty, British Journal of Social Psychology 41, 101–121.
56. Uzogara, S.G., The impact of genetic modification of human foods in the 21st century: a review, Biotechnology Advances, 18, 2000, pp. 179-206.
57. Venkatachalam, L.(2004).The Contingent Valuation Method: A Review. Environment Impact Assessment Review,(24), 89-124.
58. Wertenbroch, K., & Skiera, B. (2002). Measuring consumers’ willingness to pay at the point of purchase. Journal of Marketing Research, 39, 228-241.
59. Wind,J. & Green P.(1974).Life style and psychographcs. American Marketing Association.
60. Zeithaml, V. A.,(1988).Consumer perceptions of price, quality and value：A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.