| Abstract: | 國內部份大型傳統企業看好有機產品市場發展，想憑藉其深耕國內市場多年之優勢，陸續投入該領域的經營行列，想搶搭健康、環保、永續經營之風潮，俾在消費者心中建立起公益、注重社會責任的優良企業形象，以達一舉數得的目的。本研究將以多角化經營、跨足有機產業，並且近來為各方所報導、討論之統一、台塑及永豐餘等企業集團為標的，從母公司企業形象、進入有機產品市場後之企業信任度與消費意願等項進行深入的探討。本研究從相關的文獻探討開始著手，再根據其理論基礎建立本研究之架構與假設，並選用適當的量表為研究工具，採用便利抽樣法進行抽樣，經發出600份問卷，回收的有效樣本408份資料，進行信度分析、敘述性統計、卡方檢定、t 檢定及變異數分析、逐步迴歸分析。經實證分析和討論後，獲致結論如下：1.統一企業無論在企業形象之三構面（公司形象、產品形象、企業信譽），或企業信任度及購買意願上，在三家受調查企業中，最獲受訪者青睞，各項均排名第一。而台塑企業則排名第二，永豐餘企業第三。分析其原因，可能係因為三家企業多角化相關程度不同、經營領域本質上或產品品牌策略之迴異，影響消費者對其企業形象之觀感、企業信任度之認同及在購買意願上產生差異。2.在「企業形象、企業信任度與購買意願」、「企業形象與企業信任度」與「企業 信任度與購買意願」上，無論就統一、台塑、永豐餘三家企業進行各自分析或整體分析，均獲致顯著、正相關的結論。
Some domestic large-scale traditional enterprises have an optimistic view of the organic product market to develop, planning to take the advantage for years of domestic market management experiences, step into organic product business successively. Besides the new margin, they expect to build- up the fine corporate image of healthy, community responsibility, public welfare, environmental protection, and sustainable development.
This research focused on the domestic large-scale traditional enterprises , who has diversification of business field include organic product business, and had been exposed on media frequently these days. Such as Uni-President Enterprises Corporation, Formosa Plastics Group, and Yuen Foong Yu Paper Manufacturing Co., Ltd.
We try to get some hints via the analysis of corporate image（include company image, product image, and reputation ）of parent company, trust in enterprise（organic product business） and the consumption intent. And the relations between the degree that company had been diversified and consumer''s perception of corporate image, trust in corporate, and their Intent to Purchase Organic Product. Also the results can serve as references to the organic product business proprietor in their planning and setting marketing strategies and management system.
This study started from investigating relevant documents, and then set up structure and assumption of this research according to its theoretical foundation, select proper quantity form for study tool. The questionnarive survey method was used to collect the consumers behavior, adopt convenience sampling, through sending out 600 questionnaires by e-mail or paper. For the 408 valid responses , reliability analysis, descriptive statistics analysis, t-tests & variance analysis, and regression analysis were conducted. The results of this research, after empirical study and discussion, indicate that:
1. Compare from the aspects of corporate image of parent company, trust in corporate and consumption intent, Uni-President Enterprises Corporation was favored by interviewees the most, Formosa Plastics Group ranks the second, and the third is Yuen Foong Yu Paper Manufacturing Co., Ltd. Its may because, diversification of business field with different relevance degree and, brand tactics, might influence on consumers impressions of their corporate images, trust in enterprises, and produce the differences in buying intent.
2. A significant positive correlation were found as follow：（1） corporate image, trust in corporate to buying intent（2）corporate image to trust in corporate （3） trust in corporate to buying intent.
3. There is a significant difference among corporate image, trust in corporate, and consumer''s intent to purchase organic product at some demographic parameters.
4. There is a significant difference among buying frequency, money to buy at some demographic parameters. |
