The Research of Consumer’s Cognition on the Certification of Origin for Tea, Perceived Value, and Willingness of Purchasing

• Main Authors: Hsing-Fang Lee, 李幸芳
• Other Authors: 黃炳文
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/99920906002162778338

碩士 === 國立中興大學 === 農業企業經營管理碩士在職專班 === 104 === After in 2015 burst up the poison tea and ensuring food safety, the origin of tea product is emphasized. A large of mixed with foreign tea (included China or Vietnam) in the market but origin product mark was labeled Taiwan. So how to sure Taiwan consumers could correctly buy the Taiwan made and safety tea is important. The government has introduced the certification marks of origin for tea from 2007 and coming the tenth years. In the many researches of tea , less scholar’s researches discuss the consumer’s cognition on the certification of origin tea, what is perceived value and whether affect the purchase willing . It’s worth to further study . Our research focuses on the consumer’s cognition on the certification mark of origin tea, perceived value, the willingness of purchasing and correlation between them. The research is processing by collecting convenience samples. It amounts to 385 effective samples of 480. Through the SPSS software to do T examination, analysis of variance, Pearson-moment correlation, homogeneities and path analysis. The result showing among the consumer’s cognition level on the ertification mark of origin tea is higher in the safety and lower in the orientation of label. The consumer’s cognition on the certification mark of origin tea will affect the perceived value and have positive correlation. Perceived value in cognition of label is intermediary to affect the purchase willing and is positive correlation. With cognition on the certification mark of origin tea and perceived value have positive effects on consumer’s purchase willing. So emphasis the consumer’s cognition on the certification of origin tea and perceived value can raise the purchase willing.