| 摘要: | 本研究旨在探討綠色農產品的態度、知覺價值和購買意願之間相關聯性。當綠色農產品態度為自變項，經由購買意願為依變項，以知覺價值為中介變項，探討這三個不同變相之間關係。透過文獻蒐集與設計整理出理論架構，藉由北北基地區家庭主要採購者採買綠色農產品之不同來探討其態度，因中介變項的知覺價值是否會影響到這主要採購者的購買意願。
本研究採用問卷調查法進行資料之蒐集，透過「立意抽樣」與「滾雪球抽樣」方式發放問卷，在北北基地區的綠色農產品商店內購買之家庭主要採購者為對象，研究工具包括：「綠色農產品態度量表」、「知覺價值量表」、「購買意願量表」及「個人背景資料調查表」。施測結果以統計套裝軟體SPSS 26.0進行結果分析，透過描述性統計、因素分析、信度分析、獨立樣本t檢定、單因子變異數分析、雪費法事後比較及多元迴歸分析進行資料之統計分析。
本研究結果如下：（一）綠色農產品態度與知覺價值與購買意願具有差異。採買者之綠色農產品態度越高其知覺價值與購買意願更顯著。（二）知覺價值與購買意願具有關係。採買者因知覺價值越高影響了購買意願也越來越正向。（三）知覺價值對綠色農產品態度與購買意願具有中介效果。此表示這三者之間因中介的作用而互相有影響。根據研究結果，本研究之建議綠色食品廠商應注意生產過程中的環境友好性，包括降低碳排放、節水、減少廢棄物產生。選擇可再生能源以減少對非再生能源的依賴。期盼本研究有助於保護地球、綠色農產品或相關環境永續等領域，於研究後續做為支持採買綠色農產品之參考與應用。
This study aims to explore the relationships among attitudes towards green agricultural products, perceived value, and purchase intention. With attitudes towards green agricultural products as the independent variable, purchase intention as the dependent variable, and perceived value as the mediating variable, the relationships among these three variables are examined. Through literature review and theoretical framework design, the study investigates the attitudes of primary household purchasers of green agricultural products in the Taipei, New Taipei, and Keelung areas, considering whether the mediating variable of perceived value influences these primary purchasers' purchase intentions.
The study proposes to use a questionnaire survey method for data collection, distributing questionnaires through purposive sampling and snowball sampling methods, targeting primary household purchasers who buy green agricultural products in stores in the Taipei, New Taipei, and Keelung areas. Research tools include the "Personal Background Information Survey," "Green Agricultural Products Attitude Scale," "Perceived Value Scale," and "Purchase Intention Scale." The results will be analyzed using the statistical software SPSS for Windows 26.0, employing descriptive statistics, independent sample t-tests, one-way ANOVA, Scheffé's post hoc comparisons, and multiple regression analysis for statistical analysis.
The expected results of this study are as follows: (1) There are differences among attitudes towards green agricultural products, perceived value, and purchase intention. The higher the purchasers' attitudes towards green agricultural products, the more significant their perceived value and purchase intention. (2) There is a relationship between perceived value and purchase intention. The higher the perceived value, the more positively it influences purchase intention. (3) Perceived value has a mediating effect on the relationship between attitudes towards green agricultural products and purchase intention. This indicates that these three variables influence each other due to the mediating effect. Based on the research results, substantive suggestions are provided. It is hoped that this study will contribute to the protection of the Earth, green agricultural products, and related fields of environmental sustainability, serving as a reference and application for researchers supporting the purchase of green agricultural products. |
