| Abstract: | 由於近年來國人對於養身環保的意識越來越抬頭，國人飲食習慣偏好改變，消費者對農產品消費型態不僅轉向多樣化、精緻化，也特別會去關注農產品的健康性與安全性，於是近年來永續農業、生態農業或有機農業乃蓬勃發展。
本研究旨在探討台北縣市不同生活型態的消費者，是否造成消費者對有機農產品消費上的購買行為有所不同，以及人口統計變項是否對消費者的購買行為上造成影響，並提供業者行銷方面之建議。
本研究以生活型態變數及人口統計變數作為自變數，並以AIO生活型態變數作為分類基礎，再以消費者的購買行為、生活型態購買評估準則來分析消費者特性，研究範圍及對象是以板橋市農會活力超視之消費者為主。以書面問卷，共發放500份，實際有效問卷為345份。對生活型態變數、人口統計變數及購買評估準則變數等資料採以因素分析，並進行資料縮減，將變數分群之後，以卡方檢定分析等方法檢定各項研究假設。
本研究之主要目的在於探討有機農場品消費者的生活型態因素，依據生活型態變數因素將消費者作適當的分群，然後根據各個不同市場區隔特徵研擬具競爭優勢的產品行銷策略。
關鍵
Recently, people is rising up the consciousness regarding the health enhancement and environmental protection, the people’s diet preference changed by chance, not only the consumer’s behavior of agriculture product consumption changed to become more diversification and compactness, also could pay attention to the health and the security for agricultural product specially, therefore the continued-forever agriculture, the ecological agriculture or the organic agriculture is the vigorous development in the recent years
The purpose of this research is for the consumer who discusses in Taipei area by different life state, whether it creates the consumer ‘s different purchase behavior while expending on the organic agricultural product, or the variable population statistic is influencing to consumer''s purchase behavior, so that it can provide the marketing suggestion to the industry entrepreneur
This research uses the living state variable and the population statistic variable as the independent variable, and it also use the AIO life state variable as the classified foundation. Moreover, it analyzes the consumer’s expanding characteristics by consumer''s purchase behavior and the life state purchase appraisal criterion .The research scope and the object is facing the customers of Banqiao Peasant Supermarket. By the written questionnaire, it released 500 sets altogether, the actual effective questionnaire is 345 sets. The factor analysis materials contain the life state variable, the population statistic variable and the purchasing appraisal criterion variable then, it was processed by the data abbreviation and variable classification , by using the X2 Analysis and others (Cluster Analysis, Discriminant Analysis) to examine each research supposition.
The main purpose of this research the lies in the discussion of consumer''s life state factor for the organic product, base on the living state variable factor to classify the consumer and base on the different market segment’s characteristic to define the competitive advantage for the organic productmarketing strategies. |
