Using Situational Involvement as A Mediator to Evaluate the Official Appraisal and Price Sensitivity - A Case Study of Farmer-Fisher Associations’ Top 100 Agricultural Products

• Main Authors: Sheng-Chou Wamg, 王勝洲
• Other Authors: 楊上禾
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/93174597747871384945

碩士 === 國立中興大學 === 生物產業管理研究所 === 105 === Recent years, Farmer-Fisher Associations’ top 100 agricultural products are local specially promoted by the Council of Agriculture and farmer associations. However, the food enterprises and private companies’ products become more diversified and competitiveness nowadays. How to make agricultural products stay attractive, competitive and retain consumers in the similar product categories is an important topic that should be further explored. And whether Council of Agriculture and farmer associations promote local special products to weakened consumer price sensitivity, it is necessary to be further explored. This study applied multiple hierarchical regression analysis approach to prove that official appraisal(third-party organization endorsement) has a negative correlation with price sensitivity from a total sample of 862 regular purchasers were investigated, and applied analysis of variance to compare different background of consumers in each dimensions. Overall results show that at least 30% of respondents are willing to pay 10 to 20% of extra budget to purchase top 100 agricultural products. In particular, the situational involvement played the role as having partly intermediary influences on the interaction between third-party organization endorsement and price sensitivity, but over 73% of respondents were only willing to pay less than one thousand dollars from their original purchased budget. Associations should increase third-party organization endorsement difference in the minds of consumers and use situational involvement to reduce consumer price sensitivity, the results can also provide as a reference to set appropriate prices, which can increase sales rate. This study suggests that the relevant official organizations and farmer associations should further promote products to potential consumer groups, and that promotion can increase situational involvement difference and farmer associations'' revenue. The conclusions can enhance competitiveness and sustainable of products.