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系統識別號 U0026-0812200915405323
論文名稱(中文) 通路消費行為之研究:以台北市士林地區有機專賣店為例
論文名稱(英文) Research of consumer’s approach in consumption attitutde Based on shops specialized in organic products from Shi-Lin districts, Taipei City
校院名稱 成功大學
系所名稱(中) 高階管理碩士在職專班(EMBA)
系所名稱(英) Executive Master of Business Administration (EMBA)
學年度 97
學期 2
出版年 98
研究生(中文) 李郁瑩
研究生(英文) Yu-yin Lee
學號 r0795104
學位類別 碩士
語文別 中文
論文頁數 125頁
口試委員 指導教授-祝鳳岡
口試委員-陳文華
口試委員-劉明德
中文關鍵字 消費行為  有機農產  有機食物  食品安全 
英文關鍵字 Safety of Food  Organic food  Organic Farm  Product Characteristic of purchase 
學科別分類
中文摘要 目前全世界正在流行一股LOHAS風潮,年輕e世代也開始食用天然有機食品,對於養生保健的健康訴求視為生活首要重點。在2008年美國副總統包爾強力推展地球環境保護意識的理念與對中國最近黑心食品安全的危慮,使得世界各國的有機食品市場逐漸被接受與肯定;當今台灣卻因產銷資訊不透明化與通路市場管理機制不足,導致不法商人生產假冒有機蔬果事件時而發生。如何提供消費者透明的資訊與方便的管道即是政府與民間管理政策當務之急。而台灣的有機產品製造與有機專賣店經營之市場,目前已蓬勃發展,並且業者也都提供網路購物與便利豐富的資訊給消費者;因此有機食品市場可藉由網路平台,提供完整的生產過程資訊及有機產品相關資訊,消費者可以24小時上網查詢及購買相關產品。不但促進環保,也為推廣網路購物之業者創造另一個銷售平台。
台北市以天母地區為高級住宅兼商業區域,亦為台北市高級住宅區指標。因此本研究以台北市天母地區的有機專賣店消費者作為本研究對象。希冀透過本調查、研究與數據分析,獲得有機專賣店消費者對有機消費市場的需求資訊,作為有意經營有機專賣店業者等對有機市場的資料參考。
本研究之目的在探討:(1)有機專賣店之消費者特徵與生活型態。(2)有機專賣店的消費者對有機商店形象之重視程度。(3)分析有機專賣店的消費者之需求與動機。(4)探研有機專賣店之消費者的滿意度與再購意願。(5)經由消費行為之研究與關鍵成功因素之探討,對有機專賣店業者提出消費者的資訊,並建議因應的行銷策略。此外,本研究以EBM模式(Engel, Blackwell and Miniard Model)中的決策過程發展出本研究之架構。使用配額抽樣法(Quota Sampling),以台北市天母地區的民眾為抽樣對象,回收有效問卷228份,經次數分配、因素分析、ANOVA分析、迴歸分析、卡方檢定對人口統計變數、生活型態、商店形象、購買動機與滿意度及再購意願進行統計分析。
本研究顯示:(1)生活型態對顧客滿意度部份具顯著相關性。(2)生活型態對顧客再購意願部份具顯著相關性。(3)商店形象對顧客滿意度部份具顯著相關性。(4)商店形象對顧客再購意願具顯著相關性。(5)消費動機對顧客滿意度具顯著相關性。(6)消費動機對顧客的再購意願具顯著相關性。(7)人口統計變數對生活型態部份具顯著相關性。(8)人口統計變數對商店形象部份具顯著相關性。(9)人口統計變數對消費動部份具顯著相關性。(10)顧客滿意度對顧客再購意願不具顯著相關性。(11)人口統計變數對顧客滿意度部份具顯著相關性。(12)人口統計變數對顧客再購意願部份具顯著相關性。
英文摘要 Currently the trend of LOHAS (Lifestyles of Health and Sustainability) is happening everywhere around the world. In regards to the importance of keep-fit and leading a healthy living style, E-generation of today have resort to consuming organic products as an importance of their lives. When Al Gore (US ex- Vice President) presented the global warming awareness in 2008; along with considering the safety of contaminated food from China, it leads to a progressively expanding market for organic products around the world. The lacking approach of market management system, and the low visibility of production information in Taiwan today has lead to counterfeit organic fruits & vegetables. How to provide visibility information and accessible channel to consumer is an immediate urgency. Taiwan’s organic product manufacturer and specialized shops are now expanding rapidly. With business owners providing rich resources and convenience approaches through on-line shopping, organic products enable to use channels from internet and to provide complete information on manufacturer process; thus consumer may also enquire and shop online 24hrs. This is not only eco friendly, but also to provide another selling platform for business owners.
TenMou is the high-end residence and commercial area of Taipei city. It is also a distinguish target of high –end residence area in Taipei city. Hence this research is based on the target of consumer’s consumption in specialized organic shops at Taipei district of Tenmou. Through data analysis, research, and investigation; the information retrieved of consumers shopping at organic shops, can regard as reference for interested parties whom wishes to operate specialize organic shops.
The aim of this research is to look into: (1) the characteristics and life style of consumers at specialty organic shops. (2) The level of importance consumers placed on the image of specialty organic shops. (3) The analysis of specialty organic shops on consumers needs and motives. (4) The studies and explore on consumers satisfactions and return purchases. (5) To offer confer information to specialty organic shops owners on key factors success of consuming characteristics, and to recommend responding selling strategies. Moreover, this research is based on the structure on process of strategic decision from the model of EBM (Engel, Blackwell and Miniard Model). It used Quota Sampling with target subject group of local residence in Taipei district of TenMou, collected 265 valid surveys, went through numerous allocation, factor analysis, ANOVA analysis, Regression analysis, and Chi-square test analysis of variance population, characteristic and life style,shops’ image, motivation in purchase with satisfaction and return purchases.
This research had shown: (1) The correlation of lifestyle in customer satisfaction. (2) The correlation of customers returns purchases. (3) The correlation of customers’ satisfaction in shops’ image. (4) The correlation of customer’s returns purchases in shop’s image. (5) Correlation of spending motives in customer satisfaction. (6) Correlation of spending motives of customer returns purchases. (7) Correlation of variance difference on population analysis in lifestyle. (8) Correlation of variance difference on population analysis in shops’ image. (9) Correlation of variance difference on population analysis in spending motives. (10) Correlation of customers’ satisfaction in customer’s returns purchases. (11) Correlation of variance difference on population analysis in customer satisfaction. (12) Correlation of variance difference on population analysis in customer returns purchases.
論文目次 中文摘.要.......................I
Abstr.act.......................III
誌謝............................V
目錄............................VII
表目錄..........................IX
圖目錄..........................XII
第一章 緒論
第一節 研究背景與動機.......1
第二節 研究目的.............2
第三節 研究範圍.............3
第四節 研究流程.............4
第二章 文獻探討
第一節 有機相關文獻探討.....7
第二節 各國有機食品的發展...10
第三節 消費者行為模式.......15
第四節 生活型態.............20
第五節 商店形象.............23
第六節 消費動機.............28
第七節 顧客滿意度...........31
第八節 購買意願.............34
第三章 研究方法
第一節 研究架構.............36
第二節 研究假設.............36
第三節 研究時間.............37
第四節 研究步驟.............37
第五節 問卷設計與前測.......38
第六節 抽樣設計.............39
第七節 資料分析工具.........40
第八節 訪談程序與問題設計...42
第四章 研究結果
第一節 敘述性統計分析.......44
第二節 信度與效度之檢定.....57
第三節 假設檢定結果.........59
第四節 訪談結果分析.........96
第五章 結論與建議
第一節 研究結論.............100
第二節 研究建議.............103
第三節 後續研究方向.........106
參考文獻
中文文獻....................108
英文文獻....................109
附錄
1.有機食品業者1訪談紀錄.........113
2.有機食品業者2訪談紀錄.........115
3.有機食品業者3訪談紀錄.........118
4.問卷調查表....................121
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