臺灣博碩士論文加值系統

首先，本研究企圖將環境、健康關懷整合為「環境-健康價值觀」，並探討環境-健康價值觀對有機農產品消費意願的影響，再進一步釐清風險感知調節環境-健康價值觀影響有機農產品消費意願的調節效果。最後，本研究檢視上述風險感知調節效果之制度信任差異性。資料使用臺灣社會變遷基本調查計劃第六期第四次風險社會組，以多重插補法進行樣本清理，最終分析樣本數為1975人，並使用次序邏輯迴歸進行分析。研究結果發現相較於無力關懷型者，兼顧關懷型、環境關懷型與健康關懷型有較高的有機農產品消費意願，但是對於需求兼顧型的人而言，若風險感知較高，則會進一步強化環境-健康價值觀的影響。此外，即使同樣風險感知較高的人之中，若其制度信任較高，則可以確認有機農產品能避免環境與健康風險，制度信任因而進一步強化風險感知的調節效果，即風險感知調節效果有制度信任的差異性。根據以上研究發現，未來若要進行有機農產品消費研究，不能僅考量個人環境-健康價值觀的影響效果，必須要同時檢視民眾的風險感知與制度信任對於環境-健康價值觀影響有機農產品消費意願的調節與再調節作用。

First, this study intends to combine environmental and health concern into environment-health values, and then tests the effect of environment-health values to purchase intention for organic foods. Second, this paper tries to investigate how a person’s risk perception moderates the impact of environment-health values to purchase intention for organic foods. Finally, the research also considers the difference of institutional trust variating the moderating effect of risk perception on the environment-health values influence on the purchase intention. Using multiple imputation method with the data, and we draw on 1975 adult samples from 2013 Taiwan Social Change Survey, a cross-sectional nationwide survey. This study then applies ordinal logit regression to answer the research questions. The analyses sugguest that environment-health values have impacts on purchase intention for organic foods. However, the moderaing effect of risk perception to environment-health values influence on purchase intention for organic foods only for people having higher environment and health concerns. Besides, the research analyses the institutional trust contingency: the moderating effect of risk perception is enforced among those with higher institutional trust. According to the results, future research should not only consider the influence of environment-health values, but also examine the potential moderating effect of risk perception and institutional trust at the same time.

第一章 前言 1
1.1 研究背景與目的 1
1.2 研究重要性 7
第二章 文獻回顧與研究假設 9
2.1 有機農產品消費意願 9
2.1.1 有機農產品消費意願 9
2.1.2 有機農產品的特性 12
2.2 環境-健康價值觀影響有機農產品消費意願的理論觀點 17
2.2.1 利他主義論的觀點 19
2.2.2 健康投資論的觀點 21
2.2.3 環境-健康價值觀類型 23
2.3 風險感知的調節效果 27
2.3.1 風險社會理論的觀點 27
2.3.2 風險感知：強化環境-健康價值觀的影響效果 30
2.4 制度信任的再調節效果 33
2.4.1 新制度主義的觀點 33
2.4.2 制度信任：風險感知調節效果的差異性 36
2.5 影響有機農產品消費意願的個人特性 41
2.5.1 性別 41
2.5.2 婚姻地位 41
2.5.3 教育程度 41
2.5.4 收入 42
2.5.5 年齡 42
2.5.6 宗教信仰 42
2.5.7 居住地區 43
2.6 研究架構 44
2.7 研究假設 45
第三章 研究方法與設計 47
3.1 資料來源 47
3.2 變項測量 49
3.2.1 依變項 49
3.2.2 自變項 49
3.2.3 調節變項 51
3.2.4 控制變項 53
3.3 資料處理與樣本清理 55
3.4 分析策略與程序 58
3.4.1 環境-健康價值觀對有機農產品消費意願影響之分析程序 58
3.4.2 風險感知對環境-健康價值觀影響的調節效果之分析程序 60
3.4.3 制度信任對風險感知效果的再調節作用之分析程序 60
第四章 資料分析 62
4.1 樣本特性分析 62
4.2 不同環境-健康價值觀類型之樣本特徵 65
4.3 環境-健康價值觀對有機農產品消費意願影響 72
4.4 風險感知對環境-健康價值觀影響的調節效果之分析 74
4.5 制度信任對風險感知效果的再調節作用之分析 75
第五章 結論與討論 87
5.1 結論 87
5.2 討論 90
5.2.1 環境-健康價值觀對有機農產品消費意願影響之意涵 90
5.2.2 風險感知對環境-健康價值觀影響的調節效果之意涵 96
5.2.3 制度信任對風險感知效果的再調節作用之意涵 98
5.3 建議 103
參考文獻 108

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