實虛通路特徵、知覺風險對有機農產品購買意願之相關性研究

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Title:	實虛通路特徵、知覺風險對有機農產品購買意願之相關性研究
Authors:	賀力行 Ho, Li-Hsing
Contributors:	科技管理學系 Technology Management
Keywords:	實虛通路特徵;知覺風險;有機農產品;購買意願 Channel Characteristic;Perceived risk;Organic Agricultural Product
Date:	2011
Issue Date:	2014-06-26 23:36:29 (UTC+8)
Abstract:	有機農業的推廣是全球的趨勢，而有機農產品的販售亦是一大商機，因此本研究認為，要提高有機消費者的購買意願，可從通路特徵與消費者特徵是否影響有機消費者購買意願做探討，去了解實虛通路特徵是否影響消費者之購買意願，且探討不同消費者對購買意願所產生之影響。有機農產品向來以安全健康無汙染為主要訴求，在加上政府並無具體之規範，因此存在許多有形與無形的風險，本研究亦針對知覺風險與購物意願做相關性研究。本研究以問卷調查，回收有效問卷481份。經由SPSS17.0統計分析，針對實虛通路特徵、知覺風險、消費者特徵對購物意願做簡 Organic agriculture is a global trend and the sale of the products appears to be a great opportunity to earn profits. Therefore, this study analyzes the influences that physical channel, virtual channel, and consumer characteristic have on consumer intent
Appears in Collections:	[Department of Technology Management] Seminar Papers

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