農產品品質線索對消費者情緒與消費決策影響之研究

Abstract

日常生活中，消費者會運用品質線索來評估產品品質並進行消費決策。對於農產品而言，外觀及價格都是非常重要的線索，而近年來由於經濟的發展、對食安的重視等，認證標示也遂成為重要的線索。在諸多認證標示中，本研究挑選有機農產品的認證標示作為探討的重心，不僅因為近年來有機市場的蓬勃發展，還因為如今消費者對於農產品期待的複雜化，有機標示與外觀、價格在不論對於購買時的情緒或是消費決策上，都可能有所影響。除此之外，本研究也欲探討消費者對於有機農產品不同之涉入度，在這些品質線索的影響及交互作用下，是否扮演調節的角色。 本研究採用2(外觀:好/差)X2(價格:高/低)X2(有機標示:有/無)X2(涉入:高/低)的四因子混合實驗設計。結果顯示，在情緒價性、情緒喚起度及購買可能性中，外觀、價格、有機標示都有顯著的影響，外觀好相較於外觀差、價格低相較於價格高、有有機標示相較於沒有有機標示，在情緒價性、喚起度及購買可能性上都得到較高的分數。另外，外觀及價格對情緒價性表現具有交互作用，涉入程度在外觀及有機標示對情緒價性表現的交互作用上扮演調節的角色；外觀及價格、外觀及有機標示、價格及有機標示在情緒喚起程度上具有交互作用；而有機標示對於購買可能性的影響被涉入程度調節，外觀及價格在購買可能性上具有交互作用。

In our daily life, consumers use quality cues to evaluate the quality of product and make purchase decision. For agricultural products, appearance and price are both vital cues. Furthermore, certification labels become more important recently due to economic development and growing concern about food safety. Among many certification labels, the research focuses on organic label because not only organic food market grows rapidly but also nowadays consumers’ expectation for agricultural products become more complex. Organic label, appearance and price may have impact on consumers’ emotion and buying decisions. Besides, the research takes the consumers’ involvement of organic agricultural products into account in order to explore whether the moderating effect of involvement exists under the effects or interactions of these quality cues. The experimental design is a 2(appearance: good/bad) X2(price: high/low) X2(organic label: yes/no) X2 four factors mixed design. The result shows that appearance, price and organic label have significant effect on emotion valence, arousal and purchase possibility. Good appearance compares to bad appearance, low price compares to high price and organic label compares to none gets higher scores on emotion valence, arousal and purchase possibility. In addition, appearance and price have interaction effect on emotion valance. Involvement moderates the interaction effect of appearance and organic label on emotion valance. Appearance and price, appearance and organic label, price and organic label respectively have interaction effect on emotion arousal. Involvement moderates the effect of organic label on purchase possibility. Appearance and price have interaction effect on purchase possibility.