Factors influencing Organic Consumers’ Buying Behaviour in Taiwan

in International Symposium (poster paper), 國際研討會(全文海報發表)
標題Factors influencing Organic Consumers’ Buying Behaviour in Taiwan
出版類型國際研討會(全文海報發表)
出版年度2009
AuthorsChih-Ming Chen, 陳志銘, Ching-Chun Shih 施靜君, Feng Heng Wei 魏逢亨, & Sherrie Wei 林盛萱
會議名稱2009『屏東科技大學』暨『北京科技大學』第四屆學術交流研討會
出版日期Nov 6 2009 12:0
會議地點國立屏東科技大學
其他編號0000
中文摘要

The purpose of this study is to investigate the factors influencing organic consumers’ buying behaviour in Taiwan. Key to this investigation is various relevant attitudes, including trust of organic agriculture, attitudes toward chemical residue, prospect of organic agriculture and need for developing organic agriculture. To find out if certain attributes tend to associate with purchasing decisions, mining association rules are useful to uncover strengths of relationship between binary attributes. Baysian network analysis was used to analyze the connectedness between those factors that influence consumer trust and distrust of the authenticity of organic products. More specifically, support rules and confidence rules were utilized. A total of 256 cases were collected and 249 cases were valid to include in the study. Respondents were grouped based on whether they trust if there was authentic organic products. A total of 88 (35.3%) of them either trust very much or somewhat trust that there were authentic organic products on the market. Conversely, 161 (64.7%) of the respondents did not trust so. Two separate analyses were conducted for the trust and the distrust groups. Significant associations were defined as both support and confidence being over 40% and 60% respectively. Weak associations were defined as both support and confidence being below 40% and 50% respectively. Moderate associations were defined as those associations in between significant and weak associations, i.e., support over 40% while confidence between 50%-60%. The results showed that, among the trust group, the variable ‘worry about chemical residues’ was the most important attitudinal factor because it was significantly associated with five other variables. In the distrust group, ‘worry about chemical residues’ was again the most important attitudinal factor because it was significantly associated with six other variables. The results have implications for policy makers, firms, and growers wishing to develop the organic industry.
Keywords: Organic consumers, buying behaviour, data mining, Baysian network

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