消费者经济水平对采购有机食品意向的影响TheImpactofConsumer.PDFVIP

消費者經濟水平對採購有機食品意向的影響 消費者經濟水平對採購有機食品意向的影響 The Impact of Consumer Economic Level on Purchasing Organic Food Intention 楊美華 東方設計學院食品科技系 Mei-hua Yang Department of food science and technology, Tung Fang Design University 摘要 自然、健康的有機食品是全球新興的食品潮流。本研究探討不同經濟 水平者對有機食品的採購意向，以問卷調查低、中低、中高、高經濟水平 的民眾，應用卡方檢定及雙因子異數分析經濟水平的差異對採購意向的影 響。發現超過 60％的人認為它對健康是有助益的，且經濟水平越高者認同 度越高並願意花費較高價格購買。若販賣地點普及化，可提升高經濟水平 者的採購意願，但對低經濟水平者的影響不大。值得注意的.不同經濟水平 的消費者，皆不清楚合格的認證標章，且有八成以上認為若食用造成健康 危害，政府應負責任。高經濟水平者對國外有機食品信任度高，經濟水平 低者對國內外的信任度無顯著差異。所以，有機食品的營銷策略考量上應 以高經濟水平者為行銷主軸。 關鍵詞： 消費者、經濟水平、有機食品、採購意向. Abstract Natural, healthy organic food is the worlds emerging food trends. In this study we explore different economic levels consumer purchase organic food tendency, A questionnaire survey of low, medium low, medium, high, high economic level of people, Apply chi-square test and two-way ANOVA to metric the differences economic level impact on purchasing intent. Results show over 60% people ensure it helpful to human health, and the higher economic lever person, the more like to 63 東方學報第 31 期 .tw spend higher price to gain it. If spreading selling locations that will push the higher economic level consumer to purchase ambition. However the same situation does not effect to the lower economic level consumer. It should be noted that different economic levels of consumers are not sure of qualified certification mark, and 80% person think that government will be duty when t