A Study of Consumer’s Cognition, Attitude and Purchasing Intention for Traceability Agricultural Product

• Main Authors: Lai, Hung-Ching, 賴鴻慶
• Other Authors: Tsay, Ching-Yuan
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/81272986010410817574

碩士 === 國立屏東科技大學 === 農企業管理系所 === 97 === Since people take food safety seriously day by day, food safety drives us to promote Traceability Agricultural Product everywhere. Our country also started to get Traceability Agricultural Product moving in 2004. The purpose of this study will let us realize the consumer’s thoughts and their purchasing intention. Because the demands will motivate the producers and the managers, the study will make efforts in analyzing consumer’s cognitions and attitude. Also, the study will consider further the consequences of consumer’s actions. The research is processing by collecting convenience samples. It amounts to 402 effective samples. Through the Descriptive Statistics, Analysis of Variance(ANOVA), correlation Analysis and simple regression, the collected data is analyzed by SPSS for Windows 10.0 staistical software. This research take the west of Taiwan consumer as an object, divides the household register at north area, Central area and south area. The findings suggest that Consumer’s Sex, a marital status, education level with on Cognition, Attitude and Purchasing Intention show different cognition. In the cognition, Attitude and Purchasing Intention wish three construction surface have remarkable related. The findings suggest that cognition to the Attitude, the Attitude to Purchasing Intention and the cognition to purchases Intention to have tremarkable forward influence, if will therefore strengthen cognition and the Attitude, the consumer will be able to strengthen consumer's purchase Intention.