請用此 Handle URI 來引用此文件：
http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/90469完整後設資料紀錄
| DC 欄位 | 值 | 語言 |
|---|---|---|
| dc.contributor.advisor | 吳珮瑛 | zh_TW |
| dc.contributor.advisor | Pei-Ing Wu | en |
| dc.contributor.author | 邱彥翔 | zh_TW |
| dc.contributor.author | Yan-Shiang Chiou | en |
| dc.date.accessioned | 2023-10-03T16:13:23Z | - |
| dc.date.available | 2023-11-09 | - |
| dc.date.copyright | 2023-10-03 | - |
| dc.date.issued | 2023 | - |
| dc.date.submitted | 2023-07-19 | - |
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| dc.identifier.uri | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/90469 | - |
| dc.description.abstract | 本研究結合聯合分析法和計畫行為理論，利用問卷調查的方式收集了448份臺北市和新北市消費者的數據，並選取食農教育多元特徵中的「有機耕種」、「友善飼養」和「天然無添加」等三項特徵與「良質白米」、「綠色葉菜」、「雞蛋」、「雞腿肉」、「醬油」和「果醬」等六種農產食品進行分析，目的是為評估消費者對於多元農產食品特徵組合的願付價格，並探討其選擇行為背後的驅動因素。
本研究同步估計了受訪者在面對多元特徵的優質農產食品時，對六項優質農產食品個別的願付溢價。結果顯示，受訪者對天然無添加醬油的願付溢價最高，而對有機綠色葉菜的願付溢價則相對較低。在進一步的估計結果中顯示，臺北市的居民以及從事金融業與服務業的受訪者願意為優質農產食品付出更高的價格。而在探討計畫行為理論三項因素對願付價格的影響時，發現消費者的態度對其願付價格有正向的顯著影響，主觀規範影響不顯著，知覺行為控制對願付價格有負向的顯著影響。 根據上述結果，本研究有效的建立了一個研究模型，用以理解消費者對多元農產食品之選擇行為下，各特徵的願付溢價及願付價格。而研究結果建議，通過食農教育提升消費者對食農教育多元特徵的認知，將有助於提高消費者對各項優質農產食品的願付價格。 | zh_TW |
| dc.description.abstract | This study combined conjoint analysis and the Theory of Planned Behavior and collected data from 448 consumers in Taipei City and New Taipei City through a questionnaire survey. Three characteristics of diversified agricultural products, namely "organic farming," "friendly rearing," and "natural additive-free," were selected along with six agricultural food products: "high-quality white rice," "green leafy vegetables," "eggs," "chicken leg meat," "soy sauce," and "fruit jam," for analysis. The aim was to evaluate consumers' willingness to pay for various combinations of diversified agricultural product characteristics and explore the driving factors behind their choice behavior.
The study concurrently estimated respondents' willingness to pay a premium for each of the six high-quality agricultural food products when faced with diversified characteristics. The results indicated that respondents had the highest willingness to pay a premium for naturally additive-free soy sauce, while their willingness to pay a premium for organic green leafy vegetables was relatively lower. Further estimation results demonstrated that residents of Taipei City and those engaged in the financial and service industries were willing to pay higher prices for high-quality agricultural food products. When investigating the impact of the three factors of the Theory of Planned Behavior on willingness to pay, it was found that consumers' attitudes had a significant positive influence, subjective norms had no significant influence, and perceived behavioral control had a significant negative influence on willingness to pay. Based on these findings, this study has effectively established a research model to understand the willingness to pay for a specific basket of agricultural food products and the price premium of each feature under the consumers' choice behavior. The research results suggest that enhancing consumers' awareness of multiple characteristics of food and agricultural education through food and agricultural education will help to increase consumers' willingness to pay for various high-quality agricultural food products. | en |
| dc.description.provenance | Submitted by admin ntu (admin@lib.ntu.edu.tw) on 2023-10-03T16:13:23Z No. of bitstreams: 0 | en |
| dc.description.provenance | Made available in DSpace on 2023-10-03T16:13:23Z (GMT). No. of bitstreams: 0 | en |
| dc.description.tableofcontents | 口試委員會審書 i
謝辭 ii 摘要 iii Abstract iv 目錄 v 表目錄 viii 圖目錄 x 第一章 緒論 1 第一節 研究背景 1 第二節 研究動機 2 第三節 研究目的 6 第二章 食農教育之內涵與研究理論架構 7 第一節 食農教育之內涵與相關文獻之探討 7 一、食農教育的內涵 7 二、世界各國對於食農教育之應用議題探討 10 第二節 聯合分析法 16 一、聯合分析法概述 17 二、聯合分析法之應用 18 第三節 計畫行為理論 20 一、計畫行為理論定義 20 二、計畫行為理論與食農教育 22 三、計畫行為理論概念於食農素養之應用 24 第四節 食農永續特徵食品與消費者願付價格 28 一、一般食品與食農永續特徵食品的外部性 28 二、消費者對於食農永續特徵食品的WTP 29 三、消費者的購買行為 30 第三章 問卷設計 32 第一節 問卷問項設計 32 一、受訪者接觸食農資訊的個人經驗 33 二、計畫行為理論之問項 33 第二節 六項農產食品組合的設計 37 一、六項農產食品的選擇與詢價紀錄 37 二、農產食品採購組合之選擇 50 第三節 問卷調查規劃 55 一、樣本來源 55 二、調查方法與抽樣 56 三、受訪者個人基本資料 57 第四節 問卷試訪與修正 59 第四章 實證模型與結果分析 62 第一節 問卷敘述統計結果 63 一、食農議題相關個人經驗之敘述統計 63 二、計畫行為理論各項構面之敘述統計 64 三、農產食品組合消費選擇之敘述統計 66 四、受訪者個人社會經濟背景之敘述統計 67 第二節 實證模型設定 74 第三節 具環保及天然農產食品特徵及產品組合之願付溢價及WTP 77 第四節 計畫行為理論結合社經變數對推估WTP的影響 82 一、 社會經濟背景變數各屬性對各項農產食品特徵組合WTP的影響 85 二、 態度、主觀規範與知覺行為控制與社會經濟背景變數推估之WTP 91 第五節 估計結果分析 98 第五章 結論與建議 101 第一節 研究結論與建議 101 一、消費者同步面對多元農產食品及多元特徵時對個別農產食品的願付溢價 101 二、消費者的不同社會經濟背景對於多元農產食品特徵組合的願付價格 102 三、消費者在不同程度的態度、主觀規範以及知覺行為控制的交互影響下，對於多元農產食品特徵組合的願付價格 102 第二節 研究限制與未來研究方向 104 參考文獻 106 附錄ㄧ 農產商品訪價記錄表 121 附錄二 訪問問卷 126 附錄三 56種農產食品選擇組合題組 133 | - |
| dc.language.iso | zh_TW | - |
| dc.title | 食農教育多元特徵價值評估––聯合分析法與計畫行為理論結合之分析 | zh_TW |
| dc.title | Evaluation of the Multi-feature Values for Agri-Food Education: An Analysis of The Theory of Planned Behavior and Conjoint Analysis | en |
| dc.type | Thesis | - |
| dc.date.schoolyear | 111-2 | - |
| dc.description.degree | 碩士 | - |
| dc.contributor.oralexamcommittee | 楊壽麟;劉哲良;黃大肯 | zh_TW |
| dc.contributor.oralexamcommittee | Shou-Lin Yang;Je-Liang Liou;Tah-Ken Huang | en |
| dc.subject.keyword | 有機,動物福利,天然無添加,願付溢價,願付價格,多項羅吉特模型, | zh_TW |
| dc.subject.keyword | organic,animal welfare,natural non-artificial additives,willingness to pay,willingness to pay premium,multinomial logistic model, | en |
| dc.relation.page | 147 | - |
| dc.identifier.doi | 10.6342/NTU202301730 | - |
| dc.rights.note | 同意授權(全球公開) | - |
| dc.date.accepted | 2023-07-19 | - |
| dc.contributor.author-college | 生物資源暨農學院 | - |
| dc.contributor.author-dept | 農業經濟學系 | - |
| dc.date.embargo-lift | 2024-07-19 | - |
| 顯示於系所單位： | 農業經濟學系 | |
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