The Impact of Experience Providers on the Purchase Intention of Organic Agricultural Products
| Autor: | Chien- Kai Chang, 張建凱 |
|---|---|
| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 Recently, the government, related industry, and concerned societies have been promoting the organic agriculture by electronic and print media, DM, and seminars to help people understand the organic agriculture. Consumers can also access organic agriculture by themselves, such as visit the organic farms or related websites. These media or experiences which help people understanding organic agriculture and organic products are so called experience providers (ExPros). This study attempts to understand which experience providers (ExPros) have impacts on the consumer purchase intention. The Structural Equation Modeling is adopted in this study to analyze how the ExPros affect consumers’ cognition, and then trust, and further the purchase intention of agricultural products. The results show that the ExPros have no direct impact on trust and purchase intention, and trust has a greater direct impact on purchase intention than cognition has. The model constructed in this thesis shows that ExPros affect cognition, and the cognition affects the purchase intention. In addition, the cognition affects the trust, and the trust affects purchase intention. These results are consistent with the hypothesis and recent studies reviewed in this study. Using the multi-group analysis, it is found that consumption frequence of organic vegetables has moderating effect. In the high consumption group, the impacts of ExPros on cognition, the impacts of cognition on trust, and the impact of trust on purchase intentions are all higher than the low consumer group. In the overall model and the models for high and low frequence consumers, ExPros have no direct impact on the trust and purchase intention, but has indirect impact through the cognition. It is found that, among the 19 kinds of ExPros chosen in this study, only 8 of them are verified to be the effect factors which influence consumers. In descending order according to the impact, they are: (1) visiting organic farms (2) participating in the activities of the organic farm (3) participating in the lectures, seminars or learning activities about organic agriculture or organic food (4) watching the television reports about the story or news of organic agriculture or organic farms, (5) reading the newspaper report about the story or news of organic agriculture or organic farms (6) getting the government propaganda about organic agriculture via television, radio, newspapers, magazines, and etc., (7) hearing the radio report about the story or news of organic agriculture or organic farms (8) hearing radio news reporting of organic agriculture or organic farm story For the high consumption group, the most important three ExPros are visiting organic farms, participating in the lectures, seminars or learning activities about organic agriculture or organic food, participating in the activities of the organic farm. Instead of participating in the lectures, seminars or learning activities about organic agriculture or organic food, watching the television reports about the story or news of organic agriculture or organic farms is one of the most important three ExPros for the low consumption group |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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