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博碩士論文 etd-1111113-095824 詳細資訊
Title page for etd-1111113-095824
論文名稱
Title
消費者對農產品產銷履歷接受度模型之研究
An Empirical Study on Consumers' Acceptance Model for Taiwan Agriculture and Food Traceability System
系所名稱
Department
畢業學年期
Year, semester
語文別
Language
學位類別
Degree
頁數
Number of pages
111
研究生
Author
指導教授
Advisor
召集委員
Convenor
口試委員
Advisory Committee
口試日期
Date of Exam
2014-01-07
繳交日期
Date of Submission
2014-01-16
關鍵字
Keywords
科技接受模式、農產品產銷履歷、中介、結構方程式、消費者對農產品產銷履歷接受度模型
Technology Acceptance Model, Agricultural and Food traceability, Mediator, Structural Equation Model, Consumers’ Acceptance Model for Taiwan Agricultural and Food traceability System
統計
Statistics
本論文已被瀏覽 5846 次,被下載 2681
The thesis/dissertation has been browsed 5846 times, has been downloaded 2681 times.
中文摘要
近年來因食品問題造成的危害 (如毒澱粉、三鹿牛奶)使得消費者越來越關注食品安全議題,進而驅使各國使用產銷履歷以降低不良食品造成的傷害與重新獲取消費者的信心;我國政府為確保食品安全於2004年起推動台灣農產品產銷履歷(Taiwan Agricultural and Food Traceability system, TAFTS)。雖然農產品產銷履歷被視為管理食品安全的利器,但就研究所知,關注消費者對農產品產銷履歷接受度的研究並不多。
本研究透過文獻探討與三位專家進行焦點訪談,科技接受模式 (TAM)為基礎,在感知到有用度(PU)與感知到易用度 (PEOU)基本構面外,加入食品安全意識 (FSC)、健康意識 (HC)、感知到障礙 (PL)、對手機的焦慮 (MA)及社會影響(SI)共七個構面,以結構方程式實證380位參與者對農產品產銷履歷接受度的影響,並建構「消費者對農產品產銷履歷接受度模型」;另建構出四個消費者對農產品產銷履歷接受度的替代模型,與本研究所提出的理論模型進行比較,並對對農產品產銷履歷態度中介信念 (beliefs)對農產品產銷履歷使用意圖 (ITU)的效果進行檢測。
研究發現食品安全意識、健康意識、感知到有用度與感知到易用度對使用履歷態度具正向顯著影響;態度、感知到有用度及感知到易用度對履歷使用意圖 (ITU)具正向顯著影響,感知到障礙對使用意圖具顯著負向影響。且亦實證出「消費者對農產品產銷履歷接受度模型」,相較於四個替代模型而言,具有較佳的模型配適度及使用意圖的變異解釋度。而態度部分中介PU與ITU和PEOU與ITU的關係;態度則完全中介FSC與ITU的關係。最後,依據研究結果對政府施政提出具體建議,並為未來研究提供方向與建議。
Abstract
Recent foodborne illnesses have raised the food safety concern and enforced many countries implement traceability to control food-related risk and regain consumers’ confidence. To assure food safety, Taiwan Agricultural and Food Traceability System (TAFTS) had been executeded since 2004. However, few attempts have been made to understand the determinants of consumers’ TAFTS acceptance.
In this study, focus group interviews with three experts were conducted and reported. Also, this study expanded Technology Acceptance Model (TAM) by adding Food Safety Concern (FSC), Health Consciousness (HC), Mobile Anxiety (MA), Social Influence (SI) and Perceived Limitation (PL), to construct a “Consumers’ Acceptance Model for Taiwan Agricultural and Food Traceability System, CAMTAFTS.” Previous model was examined, compared with four alternative models, and discussed, empirically via SEM with 380 consumers. Also, the mediation effect of attitude toward TAFTS (ATT), which influencing the relations between beliefs and Intion to use TAFTS (ITU), was examimned.
Findings indicated that FSC, HC, PU and PEOU have significant influence on ATT, and PU is the key predictor of ATT. Moreover, four alternative models were set up to compare with CAMTAFTS on Model Fit Index (MFI) and percentage of ATT and ITU’s variance explained. Additionally, PU and PL siginicantly influences ITU positively, but PL has negative effect on ITU; ATT partially mediated PU-ITU and PEOU-ITU, but fully mediated relationship of FSC-ITU.Finally, after analyzing and discusing those findings, some suggestions for government agencies to promote TAFTS, and directions for future research were proposed at the end of this article.
目次 Table of Contents
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第三節 研究流程 7
第四節 研究範圍與限制 9
第二章 文獻探討 11
第一節 農產品產銷履歷 11
第二節 科技接受模式 12
第三節 態度的中介效果 15
第三章 我國農產品規範與產銷履歷系統 18
第一節 我國農產品安全規範概述 18
第二節 農產品產銷供應鏈利害關係人 20
第三節 農產品產銷供應鏈的威脅與挑戰 23
第四節 我國農產品產銷履歷制度 24
第五節 焦點訪談 30
第四章 研究設計 38
第一節 研究架構 39
第二節 研究模型與假設 41
第三節 研究變數衡量方式與操作型定義 43
第四節 研究對象 48
第五節 資料分析方法 48
第五章 實證分析 51
第一節 樣本基本結構敘述與變數分析 53
第二節 實證消費者對農產品產銷履歷接受度影響因子與模型初建 54
第三節 建構與檢驗「消費者對農產品產銷履歷接受度模型」57
第四節 實證對農產品產銷履歷態度的中介效果 68
第六章 結論與建議 73
第一節 結論 75
第二節 建議 78
第三節 管理意涵 81
參考文獻 84
中文部份 84
英文部份 84
網路部份 93
附錄 96
附錄一 焦點訪談問題大綱 96
附錄二 消費者對農產品產銷履歷接受度調查 97
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