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研究生(外文):Leese L, Mendy
論文名稱(外文):Consumer motivators toward purchasing wild tuna: The Case of Taichung Consumers
指導教授(外文):Tsorng-Chyi Hwang
口試委員(外文):Zhi-ping YouKuo-I Chang
外文關鍵詞:consumer motivatorswild tunabinary logistic regressionTaichung
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本研究的主要目的是利用二元羅吉斯回歸來調查台中消費者對野生鮪魚的採購動機,並以二元羅吉斯回歸的分析模型來檢驗對購買決策影響的預測。透過線上問卷調查收集了來自台中市的247名受訪者的消費激勵因素(性別,教育程度,商店聲譽,環保標籤,捕撈方法和人際關係影響)之原始數據。以邏輯回歸分析並採用社會科學統計包(SPSS 22.0)進行模型的建立和驗證。結果表明,商店聲譽,環保標籤,捕撈方法和人際關係影響對野生鮪魚採購決策有顯著影響:性別和受教育程度則對其影響不大。本研究所建立的模型正確地預測了激勵因素對購買決策85.8%的累積效應且有助於了解刺激台中消費者購買野生鮪魚的主要因素。它探討消費者對野生鮪魚採購動機的激勵因素,也為製造商,營銷商和政策制定者提供與傳統產品不同的營銷計劃和戰略的見解。
The primary purpose of this study is to investigate the purchasing motivators of wild tuna among Taichung consumers using binary logistic regression. The prediction of the impact on the purchasing decision was examined by an analytical model based on the binary logistic regression. Primary data on consumer motivators (gender, education, store reputation, eco-label, caught method, and interpersonal influence) were collected using online questionnaire survey with a sample size of 247 respondents from Taichung city. Logistic regression analysis was performed to develop and validate the model by using Statistical Package for Social Sciences (SPSS 22.0). The results indicated that store reputation, eco-label, caught method, and interpersonal influence had significant effect on wild tuna purchasing decision: while gender and education had no influence on it. The model developed in this study, correctly predicted 85.8% of the cumulated effect of the motivational parameters on the purchasing decision. This study contributes to the understanding of the main factors that motivate consumers toward purchase wild tuna in Taichung. It also offers insights and discusses implementations for manufacturers, marketers and policy makers concerned with the drivers that motivate consumers’ wild tuna purchasing motivators which require different marketing plan and strategy than conventional products.
Chapter 1 1
Introduction 1
1.1. Problem statement 1
1.2. Research questions 2
1.3. Research purpose 2
1.4. Thesis structure 2
Chapter 2 4
Overview 4
2.1. Sustainability 4
2.2. Taiwanese tuna market 5
2.3. Catch trends 6
2.4. The domestic market 8
2.5. The role of government 9
Chapter 3 10
Literature review and conceptual framework 10
3.1. Literature review 10
3.2. Conceptual framework 21
3.3. Purchasing decision 25
Chapter 4 27
Methodology and analytical model 27
4.1. Data collection 27
4.2. Origin of constructs 28
4.3. Data analysis 29
4.3.3. Regression analysis 30 Analytical logistic model 30 Statistical model 33
Chapter 5 35
Empirical Result 35
5.1. Descriptive statistics 35
5.2. Factor analysis results 36
5.3. Binary logistic regression results 37
5.3.1. Binary logistic regression equation 37
5.3.2. Model summary 40
Chapter 6 42
Discussion and Conclusion 42
6.1. Recommendations and policy implications 43
6.2. Research limitations 45
Reference 46
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