| Summary: | 碩士 === 國立中興大學 === 國際農學研究所 === 98 === `Considering the consumers’ increasing concern over food quality and safety, this paper attempts to give a better understanding of the changing consumer behavior by studying the factors that affect consumer behavior relating to good quality of vegetable consumption in Vietnam and Taiwan. We first identified potentially relevant factors by searching the literature, and then structurally arrange these factors and combine it with an application model of consumer behavior to create the hierarchical consumer behavior model. From this model, we constructed our questionnaire which were then used to survey and produced a total of 530 valid samples, of which 290 samples belong to Vietnam and 340 to Taiwan. Then, the application of the Hybrid AHP method is used by 2 inheritance approaches, namely partial inheritance law and complete inheritance law. Here, the result of partial inheritance law seems to be more reasonable in both Vietnam and Taiwan situation. Thus, 4 key success factors : source of risk, Residue related safety, brand name, community media for Vietnam and 4 key success factors : source of risk, residue related safety, brand name, health specialists for Taiwan are found to play significant factors to influence consumer behavior. Also, basing from the results, we offered suggestions that may be referenced by concerned government and business sectors in both Vietnam and Taiwan.
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