消費者對契作茶購買意願及願意支付金額的探討 ——企業社會責任價值的評估

Chia-Hung Lee; 李佳鴻

請用此 Handle URI 來引用此文件： http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80931

完整後設資料紀錄

DC 欄位	值	語言
dc.contributor.advisor	吳珮瑛(Pei-Ying Wu)
dc.contributor.author	Chia-Hung Lee	en
dc.contributor.author	李佳鴻	zh_TW
dc.date.accessioned	2022-11-24T03:22:27Z	-
dc.date.available	2021-11-06
dc.date.available	2022-11-24T03:22:27Z	-
dc.date.copyright	2021-11-06
dc.date.issued	2021
dc.date.submitted	2021-09-17
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dc.identifier.uri	http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/80931	-
dc.description.abstract	"為整體社會經濟、環境和公益等各層面順利之推展，目前諸多企業致力於企業社會責任（CSR）的推動與實行，而企業與農民建立契約合作關係，除了建立起農民與企業的契作關係外，更可依此建立起契作產品與消費者間之信任。本研究以計畫行為理論探討企業與特定族群之農業契作方式施行CSR時，分析消費者對契作茶葉之支付意願的強弱以及願意支付金額的高低，並進一步貨幣化企業社會責任之價值。消費者對企業以企業社會責任與農民進行契作所生產的高山茶，在計畫行為理論的態度、主觀規範及知覺行為控制等，順序probit模型分析結果顯示，消費者在決策購買意願上皆有顯著的影響。進而以分量迴歸分析消費者之願意支付金額，整體結果顯示，以主觀規範最為顯著，而所劃分的10、25、50、75及90分量結果中，在所得較高和年紀較輕的消費族群，有顯著的正面影響。依此估算各分量消費者平均每台斤之願意支付平均價格，結果顯示最高與最低分量每台斤相差737元，進而評估企業施行此種企業社會責任之價值，以2019年平均一公頃約2,072台斤估算的結果，願意支付最低金額之分量至最高金額分量，一年所呈現的企業社會責任價值估計介於每公頃2,842,430元至4,368,814元，整體而言，企業種植一公頃帶有企業社會責任的高山茶、每年帶來之價值約為3,637,640元。"	zh_TW
dc.description.provenance	Made available in DSpace on 2022-11-24T03:22:27Z (GMT). No. of bitstreams: 1 U0001-1409202115062100.pdf: 2424508 bytes, checksum: 584ffc16b860a610f0929718be300131 (MD5) Previous issue date: 2021	en
dc.description.tableofcontents	口試委員會審書i 謝辭ii 摘要iii ABSTRACTiv 目錄v 表目錄viii 圖目錄x 第一章緒論1 第一節研究動機1 第二節研究目的3 第二章企業社會責任內涵與計劃行為理論架4 第一節企業社會責任定義和應用4 一、企業社會責任定義4 二、國際企業CSR之實踐 10 三、臺灣企業CSR之實踐 12 第二節企業與農民的契約合作14 一、契作發展 14 二、臺灣契作定義與方式14 第三節計畫行為理論17 一、計劃行為理論定義17 二、各概念在不同應用顯著之概念 18 (一)態度概念之內涵18 (二)主觀規範概念之內涵19 (三)知覺行為控制概念之內涵21 (四)意圖概念之內涵21 第四節臺灣茶業概況22 一、臺灣茶業之發展22 二、臺灣特色茶23 三、臺灣茶產區24 四、臺灣進口與出口茶葉26 第三章研究構面與問卷30 第一節構面之問項30 一、消費者對企業契作之計畫行為30 (一)態度31 (二)主觀規範32 (三)知覺行為控制32 (四)意圖33 第二節問卷設計33 一、消費行為33 二、消費者社經資料35 三、問卷之修正36 第三節調查設計37 一、樣本37 二、調查方法與抽樣37 第四章問卷初步敘述統計結果41 第一節敘述統計41 一、計畫行為三大因素之變數42 二、購買契作茶葉之行為和願意支付金額變數42 三、人口背景變數45 第五章模型選擇及結果分析53 第一節所有相關變數的選擇與處理 53 一、影響購買意願強弱及願意支付金額高低之變數53 二、實證模型之設定與結果57 (一)契作茶購買意願實證分析58 (二)契作茶願意支付金額分析61 (三)契作茶之推廣分析 65 (四)企業種植高山茶之社會責任價值評估66 第六章結論與建議68 第一節研究結論68 第二節研究限制及未來建議69 參考文獻 70 附錄Ⅰ－試訪問卷79 附錄Ⅱ－正式調查問卷84
dc.language.iso	zh-TW
dc.subject	高山茶	zh_TW
dc.subject	契作	zh_TW
dc.subject	順序 Probit模型	zh_TW
dc.subject	分量迴歸	zh_TW
dc.subject	企業社會責任	zh_TW
dc.subject	計畫行為理論	zh_TW
dc.subject	Quantile Regression Model	en
dc.subject	Corporate Social Responsibility	en
dc.subject	Contractual Farming	en
dc.subject	High Mountain Tea	en
dc.subject	Planned Behavior Theory	en
dc.subject	Order Probit Model	en
dc.title	消費者對契作茶購買意願及願意支付金額的探討 ——企業社會責任價值的評估	zh_TW
dc.title	The Exploration of Consumer’s Intention to Purchase and Willingness to Pay for Contractual Farming Tea: Evaluation of Corporate Social Responsibility	en
dc.date.schoolyear	109-2
dc.description.degree	碩士
dc.contributor.oralexamcommittee	闕雅文(Hsin-Tsai Liu),邱敬仁(Chih-Yang Tseng),劉哲良,吳珮瑛
dc.subject.keyword	企業社會責任,契作,高山茶,計畫行為理論,順序 Probit模型,分量迴歸,	zh_TW
dc.subject.keyword	Corporate Social Responsibility,Contractual Farming,High Mountain Tea,Planned Behavior Theory,Order Probit Model,Quantile Regression Model,	en
dc.relation.page	99
dc.identifier.doi	10.6342/NTU202103171
dc.rights.note	同意授權(限校園內公開)
dc.date.accepted	2021-09-17
dc.contributor.author-college	生物資源暨農學院	zh_TW
dc.contributor.author-dept	農業經濟學研究所	zh_TW
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