隨著現代人對食品安全以及自身健康管理的日益提升，消費者對於日常生活中所食之物為何也願意花更多心思去注意，無非就是期望自己以及關心之人可以吃得更健康、更天然。近年，國內爆發的多起食品安全事件更讓消費者正視這項議題，也開始積極思考到底我們生活中所接觸的這些食物該如何挑選，究竟我們過去的消費模式，更甚是現今運行之生產方式以及相關法令是否出現了問題，以至於國內相關的食安事件層出不窮。面對此議題，國內外不乏有意解決此問題之有心之士，透過不同方式，為大家更美好的生活努力著，也因此推動地產地消消費模式之行為營運而生。而於此當中，最具代表性的便是農夫市集的推廣。

本研究以此思考點作為出發，期望透過探討消費者對地產地消蔬果消費一概念之認知及購買意願，了解消費者對此概念之看法及接受度。同時也好奇，究竟於消費者產生地產地消蔬果消費一行為之過程中會受到哪些相關因素干擾。因此，透過參考消費者資訊搜尋及處理程序模型與相關文獻之探討，衍生出消費者產品知識，結合內外行為、消費者地產地消蔬果購買意願、參考群體以及商家信任等概念之研究模型。針對曾造訪過農夫市集之消費者，本研究透過紙本問卷之調查方式共回收266份有效問卷。經階層迴歸分析後發現，消費者資訊搜尋以及消費態度分別於消費者產生地產地消蔬果購買意願之過程中扮演促發之重要角色；商家信任及參考群體分別於消費者內外行為和地產地消蔬果購買意願間具有不同之影響效果。

根據本研究之結果，建議有意推行地產地消蔬果消費之有心之士，可花更多心力思考如何於消費者進行相關資訊搜尋及擁有正向消費態度時，考量不同屬性參考群體之影響力及注重商家信任一問題，規劃相關作法以增加消費者地產地消蔬果購買意願之提升。如此，地產地消消費行為才能廣被接受，並有機會成為當今解決食安疑慮及新消費模式推廣之可行作法。

Recently, people are paying more attention to self-management behaviors. However, as people gradually take the issue into consideration, a series of food safety incidents occurred, and damaged the public’s faith in the current consumption market and the existing law. To figure out the situation like this, many people who concerned, at home and abroad, trying various way to change the condition. As the result, the awareness of locally produced and marketed campaign occurred, and “Farmers Market” is the underway, and the typical one.

In order to understand consumers’ thought and their acceptance about the concept of locally produced and marketed campaign, and to know what factors may influence their purchase intention, in this research, product knowledge and other variables are discussed and adopted to form the research model. Samples of 266 collected through questionnaire survey, and hypotheses are tested by regression analysis. The result showed that consumers’ information searching and consumers’ attitude are important in the process of forming the purchase intention; trust and reference groups cause different impacts in the process.

Based on the result, suggestions are as followed: To those who want to promote the locally produced and marketed campaign, could take more consideration the influence of trust and different types of reference groups may cause, as consumer are searching for the relevant information or to those who had the positive attitude towards the campaign so as to raise people’s awareness and intention to purchase locally produced and marketed food and veggies, and providing an enduring way which may not only modify public’s distrust to the current situation but giving an new consumption pattern that consumers may choose.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 ix
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 5
第四節 研究範圍與限制 6
第二章 地產地消蔬果發展現況 7
第一節 地產地消蔬果定義 7
第二節 各國發展現況 8
第三章 文獻探討 17
第一節 消費者資訊搜尋及處理程序模型 17
第二節 內外行為模型 19
第三節 消費者產品知識 20
第四節 參考群體 21
第五節 商家信任 22
第四章 研究設計 24
第一節 研究架構 24
第二節 研究模式 25
第三節 研究方法 31
第五章 實證分析 39
第一節 樣本結構敘述與變數基本分析 39
第二節 驗證「消費者產品知識對消費者地產地消蔬果購買意願」之
主效果 46
第三節 驗證「消費者資訊搜尋」之中介效果 47
第四節 驗證「消費態度」之中介效果 50
第五節 驗證「商家信任」之干擾效果 53
第六節 驗證「參考群體」之干擾效果 58
第六章 結論與建議 66
第一節 結論 66
第二節 建議 73
第三節 管理意涵 75
參考文獻 77
附錄 83

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