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題名 | Study on Consumer Recognition of, Satisfaction with, and Repurchase Willingness for Forest Products Certified by the CAS Certification System=國內消費者對CAS驗證林產品之認知、使用滿意度及再購買意願之研究 |
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作者 | 林裕仁; 林俊成; 陳弘毅; Lin, Yu-jen; Lin, Jiunn-cheng; Chen, Hon-yi; |
期刊 | 臺灣林業科學 |
出版日期 | 20120600 |
卷期 | 27:2 2012.06[民101.06] |
頁次 | 頁149-162 |
分類號 | 474.9 |
語文 | eng |
關鍵詞 | 林產品; 竹炭; 消費者滿意度; CAS驗證標章; Forest products; Bamboo charcoal; Customer satisfaction; CAS certification label; |
中文摘要 | 台灣優良農產品標章CAS自2005年納入林產品驗證項目,其所驗證之林產品類別目前以竹炭、竹醋液及其相關產品為主要範圍,本研究透過問卷調查方式,分析國內消費者對CAS發展協會所驗證之竹炭與竹醋液相關產品之認知程度、使用滿意度與再購買意願,主要目的在提供分析結果作為竹炭與竹醋液生產廠商及CAS發展協會未來在推廣CAS林產品時擬訂行銷策略參酌之用。本研究主要分析結果顯示,國內消費者認識CAS驗證標章者比例雖高達82.9%,然知道有林產品類者僅佔42.6%,且曾購買CAS驗證林產品僅28.1%,其比例僅及全數有購買竹炭產品經驗者之1/3,由此可見其推廣成效仍有不足之處。因此,如何讓消費者知道在CAS驗證標章項目中已列入林產品驗證類之推廣工作在廣度與深度上有待擴大加強,方可提昇此良善驗證標章制度對廠商與消費者雙方利益。而透過交叉分析卡方檢定,填答者之社經特質中年齡對CAS標章認知程度呈現顯著差異,大於60歲之長者對CAS標章認知程度高於其他年齡層。因此,未來CAS標章在推廣時,不可忽視對驗證產品有較多興趣的長者族群。 |
英文摘要 | The logo of Certified Agriculture Standards (CAS) represents the certification for premium Taiwanese domestic agricultural product. Since 2005, the CAS certification system has involved the certification of forest products, which mainly include bamboo charcoal, bamboo vinegar, and related products. This study used a questionnaire to analyze the domestic consumer recognition of, customer satisfaction with, and customer willingness to repurchase CAS-certified forest products. The major purpose of this study was to offer results as references for strategies to promote marketing by the manufacturers of bamboo charcoal and bamboo vinegar, and the CAS Development Association in the future. The main results showed that the consumer recognition of CAS labels reached 82.9%, although only 42.6% of consumers knew that forest products were involved in the CAS certification system, only 28.1% of consumers had purchased CAS-certificated forest products, and only 1/3 of total consumers had purchased bamboo charcoal-related products (including non-certified products). Obviously, past activities to promote these products were insufficient. Hence, to promote the benefits for both producers and consumers through implementation of an excellence certification system, activities to popularize the CAS certification system related to forest products must be strengthened in scope and depth. Additionally, the results of χ^2-test of demographic characteristics showed that there was a significant difference in ages of people who recognized the CAS label. A higher proportion of the elderly group over 60 yr of age was familiar with the CAS label than other age groups. Therefore, the elderly group with a high interest in certified products should not be ignored when activities to popularize the CAS certification system are carried out in the future. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。