探討消費者對有機蔬果的.docx

以環保意識為調節變數探討有機蔬果之消費者行為The Moderating Role ofEnvironmental ConsciousnessonConsumer Behavior of Organic Vegetables and Fruits 賴麗香Li-Hsiang Lai僑光科技大學行銷與流通管理系講師Lecturer, Marketing Supply Chain MangementOversea Chinese University通訊地址：台中市西屯區僑光路100號電話：0912-635779Email：lat@ocu.edu.tw紀逸倫Yi-Lun Chi僑光科技大學行銷與流通管理系講師Lecturer, Marketing Supply Chain MangementOversea Chinese University通訊地址：台中市西屯區僑光路100號電話：0937-599631Email：chiy@ocu.edu.tw黃春松Chun-Sung Huang僑光科技大學金融與風險管理系副教授Associate Professor, Department of Banking Risk Management Oversea Chinese University通訊地址：台中市西屯區僑光路100號電話：0937-206727Email：hcsung @ocu.edu.tw摘要本研究旨在於以消費者環保意識為調節變數，採用台灣中部地區的消費者為研究對象，蒐集413份有效樣本，應用結構模式分析法（SEM）建構消費者有機蔬果購買意願模式，進一步以群組分析探討不同環保意識的消費者在購買意願形成過程所呈現的差異性。獲得研究結果有二：（一）以整體樣本而言，消費者對有機蔬果的知覺品質會顯著正向影響有機蔬果的知覺價值，且知覺價值影響購買意願的效果非常顯著。（二）有機蔬果的消費者市場可以明確地區隔為低度與高度環保意識兩族群，且消費者環保意識對於「知覺品質影響知覺價值」具有顯著的調節效果。建議有機蔬果商店可以加強有機蔬果的品質，配合農政與食品衛生政策針對不同環保意識族群運用不同的行銷策略，將有助於增加有機蔬果商店的收入與獲利。關鍵詞：環保意識、知覺價值、知覺價格、購買意願AbstractThe purpose of this study is to construct a model to study purchase intentionof consumers for organic vegetables and fruits, using environmental consciousness as moderating factor, and applying multi-group analysisto explore the variationof purchase intention formation process of different consumers. 413 valid samples in central Taiwan area were collected for analysis. The study finds that: (a) Overall, consumers’ perception on organic products will significantly influence their perceived value in a positive way, and in turn, affect purchase intention obviously. (b) Consumer market of organic agro-products can be classified into groups with low and high level of environmental consciousness, which has a significant moderating effect on perceived quality, and this hence affecting perceived value. We recommend that organic stores should enhance quality of organic products, follow governmental agriculture and food hygiene policies, and set appropriate strategies for groups with different environmental consciousness, thus they wil