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題 名 | 有機蔬果結合善因行銷對購買意願影響之探討=The Effects of Organic Products and Cause-Related Marketing on Purchase Intentions |
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作 者 | 陳正哲; 賴春美; 吳菀婷; 吳佳芳; 鄭意婷; | 書刊名 | 遠東學報 |
卷 期 | 31:3 2014.12[民103.12] |
頁 次 | 頁221-234 |
分類號 | 496.5 |
關鍵詞 | 善因行銷; 有機蔬果; 購買意願; Cause-related marketing; Purchase intention; Organic product; |
語 文 | 中文(Chinese) |
中文摘要 | 為幫助弱勢學生順利就學,遠東科技大學設置「教育關懷計畫」。為增加教育關懷計畫經費來源,學校成立「遠東幸福番茄園」,在無農藥番茄結合愛心故事的銷售下,雖然遠東幸福番茄園收入豐碩,但值得注意的是:消費者大多為一次性購買。由此可知,消費者忠誠度將是「遠東幸福番茄園」永續經營的重要因素。本研究目的在於深入探究有機蔬果結合善因行銷對購買意願之影響,以提高消費者回購率。本研究將採取問卷調查法,針對校外人士等400位消費者為受測對象,採2(蔬果之栽種方式:有機農業vs.慣性農業)2(善因行銷:結合愛心故事vs.無結合愛心故事)的問卷設計。研究結果顯示消費者對於結合善因行銷的有機蔬果購買意願是顯著的,且大多數的消費者都存有購買便利、行善、食用有機蔬果或是推薦他人等行為。進行綜合分析後發現,具有「有機農業」或「善因行銷」等正向因子的活動,皆較能增加消費者幫助弱勢團體之意願。因此,研究結果可提供給遠東科技大學「教育關懷計畫」參考,以使「教育關懷計畫」達到永續經營之目標。 |
英文摘要 | In order to help economically disadvantaged students, an education-caring plan has been implementing at Far East University. Besides charitable donations, a large portion of funding comes from the income of “Far-east tomato farm”. With the advantages of organic products and loving story, the sales income of “Far-east tomato farm” is quite good. Based on the historical sales data, we found that customers’ purchase intention would be one of the most important factors for sustainable management of the farm. The purpose of this study is to investigate the effects of organic products and cause-related marketing on customers’ purchase intention. Questionnaires are prepared by two types of agriculture and w/o cause-related marketing. The analysis results show that the effects of organic product with cause-related marketing are significant. In which, convenience purchase, charity, organic products, and recommendation to others are significant factors for the customers. In addition, the activities with “organic agriculture” and “cause-related marketing” can increase the purchase intention of customers in order to help disadvantage people. The results can be a reference to the management of “Far-east tomato farm”. |
本系統中英文摘要資訊取自各篇刊載內容。