國產農產品直銷管道之消費者行為分析

Abstract

本研究使用Probit模型分析消費者對產地直銷農產品的購買意願，探討農產品特質重視度、銷售管道便利性、消費者個別差異知消費體驗對產地直銷農產品購買意願的影響，並比較台灣北中南地區的消費者對產地直銷農產品的購買意願的差異，最後說明不同銷售管道的產地直銷農產品間消費者偏好的相關性。 全體消費者分析的結果中，農產品特質重視度、銷售管道便利性等方面的因素分別會對不同銷售管道的產地直銷農產品的購買意願有顯著正向的影響；而消費體驗對農業旅遊場所的產地直銷農產品的購買意願有顯著正向的影響；同時發現農產品特質重視度、銷售管道便利性等方面的因素會透過消費體驗，再對產地直銷農產品的購買意願產生影響。男性與女性對農夫市集的農產品之購買意願在統計上顯示有所差異，且女性較男性更願意購買農夫市集的農產品。 北中南各地區的消費者，對於不同類型的銷售管道及體驗活動，其消費行為皆有顯著的差異；而同屬於農夫市集的農產品購買意願和造訪頻率之間顯示有正向且高度的相關，由此可推測得知消費者對於農夫市集的造訪及農產品的選擇上偏好較相近。

This study analyzes consumers’ purchasing will toward farm-direct marketing products by using Probit model. We investigate the influences of characteristics of agricultural products, marketing channels and customer experience on the purchasing will of farm-direct marketing products. We also compare the differences of the purchasing will toward farm-direct marketing products among consumers from different regions in Taiwan. The correlations among marketing channels’ preference toward farm-direct products are also examined. The results show that characteristics of agricultural products and marketing channels have significant influences on the purchasing will of farm-direct products. Customer experience has a significant positive influence on the purchasing will of farm-direct products. We also find that characteristics of agricultural products and marketing channels have affected the purchasing will toward farm-direct marketing products through customer experience. The purchasing will levels toward farm-direct products by males and females are different statistically. Females are more likely to purchase farm-direct marketing products than males. Consumers from different regions in Taiwan shows significantly different consumer behaviors toward farm-direct products. The purchasing will and visit frequency of consumers in farmers' market have a significant positive and high correlation, which means the correlations between consumer preferences toward purchase intention and visit frequency in farmers' market are shown to be relatively high.