都會人的田園夢：都市消費者對居家水耕栽培箱的購買意願和願付價格

Abstract

本研究針對臺灣都市消費者進行調查，以理解其對居家水耕栽培箱的購買意願與願付價格。據此，本研究基礎於計劃行為理論（態度、主觀規範、知覺行為控制），外加認知、情感與飲食習慣等三項因素，來探討此一議題。本研究採取立意取樣的方式進行問卷調查，並研究人口背景變項（包含性別、年齡、現居 地、學歷、身份、每月可彈性支配金額等）對購買意願與願付價格所產生的差異。研究者收集到748份有效問卷，並就上述研究架構加以分析。 本研究結果顯示，對居家水耕栽培箱的購買意願而言，飲食習慣和情感是影響力最強的兩個因素，其次是知覺行為控制、主觀規範，和每月可彈性支配金 額。高中職以下學歷受調者的購買意願會高於碩博士學歷者，老闆身分者之購買意願也會高於其他身分者，而知覺行為控制和飲食習慣則是影響老闆身分者購買 意願最強的正向因素。 另結果也顯示，每月可彈性支配金額是影響消費者對居家水耕栽培箱之願付價格最強的正向因素，其次是知覺行為控制和飲食習慣。男性消費者的願付價格高於女性，且受每月可彈性支配金額所影響；女性消費者之願付價格則會受每月可彈 性支配金額和情感因素所影響。46歲以上受調者的願付價格高於45歲以下的受調者，這兩個族群的願付價格都是受到每月可彈性支配金額所影響。老闆身分受調者之願付價格顯著高於其他身分者。

This study conducted a survey on residents in urban areas of Taiwan to understand their purchase intention and willingness to pay for indoor hydroponic systems. On the basis of the theory of planned behavior, the study explored the effects of attitudes, subjective norms, perceived behavioral control, cognition, emotions, and eating habits on purchase intention and willingness to pay. This study used purposive sampling to recruit participants and analyzed the effects of demographic variables such as gender, age, area of residence, education level, identity, and monthly disposable income. The researcher collected and analyzed 748 valid survey responses. The factors with the strongest effects on purchase intention were eating habits and emotions, followed by perceived behavioral control, subjective norms, and monthly disposable income. The purchase intention of those with a high school degree or below was higher than that of those with master’s or doctoral degrees, and that of participants in high-level managerial positions was higher than that of participants in lower positions. Among those in high-level positions, perceived behavioral control and eating habits had the strongest effects on purchase intention. The factor with the strongest effect on willingness to pay for indoor hydroponic systems was monthly disposable income, followed by perceived behavioral control and eating habits. The willingness to pay of male consumers was higher than that of female consumers; that of male consumers was strongly affected by monthly disposable income, and that of female consumers was strongly affected by both monthly disposable income and emotions. The willingness to pay of participants aged older than 46 years was higher than that of those aged younger than 45 years. The willingness to pay of these two groups was strongly affected by monthly disposable income. Finally, the willingness to pay of participants in higher positions was significantly higher than that of participants in lower positions.