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| 題 名 | CAS農產品驗證標章之認知、信任與口碑分享對消費者購買意圖之影響=The Impact of Consumers' Cognition, Trust, and Word-of-Mouth Sharing of the CAS Agricultural Certification Label on Purchase Intentions |
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| 作 者 | 歐珏竹; 蔡志廸; | 書刊名 | 台灣農學會報 |
| 卷 期 | 25 2025[民114] |
| 頁 次 | 頁44-57 |
| 分類號 | 496.34 |
| 關鍵詞 | CAS驗證標章; CAS標章產品信任; CAS標章知識認知; 口碑分享; 購買意圖; CAS certification label; Trust in CAS-labeled products; CAS label knowledge; Word-of-mouth sharing; Purchase intention; |
| 語 文 | 中文(Chinese) |
| DOI | 10.6730/JAAT.202507_25.0004 |
| 中文摘要 | 近年來，隨著食品安全事件的頻繁發生，消費者對於食品品質的信任逐漸減弱，促使政府和業者更加重視食品標章的標示規範。為了提升消費者根據標示選購農產品的信心，政府在農產品標示法規與執行層面投入大量資源與宣導。CAS（優良農產品標章）作為政府推行的品質驗證標章，對於保障消費者食品安全及提升其對產品的信任具有重要意義。本研究旨在探討CAS驗證標章之知識認知、信任及口碑分享，對消費者產品態度與購買意圖的影響。本研究採量化研究方法，以曾看過或聽過CAS標章之消費者為研究對象，透過網路問卷進行資料蒐集。問卷發放期間共回收有效樣本1,001份，有效回收率達91.75%，並以結構方程模式（SEM）進行驗證性因素分析與迴歸分析，以檢驗本研究所提的研究假設。研究結果顯示，CAS標章的知識認知、信任及口碑分享對消費者產品態度具有顯著的正向影響，而產品態度進一步顯著強化消費者的購買意圖。特別是當消費者對CAS標章產品具有較高的信任感，並皆受到正面的口碑分享時，進而促進其在決策過程中形成正面的產品態度。 |
| 英文摘要 | In recent years, with the frequent occurrence of food safety incidents, consumer trust in food quality has gradually weakened, prompting the government and industries to place greater emphasis on food labeling regulations. To enhance consumer confidence in purchasing agricultural products based on labeling, the government has invested significant resources and promotional efforts in agricultural product labeling laws and their implementation. The Certified Agricultural Standards (CAS) label, as a quality certification mark promoted by the government, plays an important role in ensuring food safety and enhancing consumer trust in products. This study aims to explore the impact of CAS label knowledge, trust, and word-of-mouth sharing on consumers' product attitudes and purchase intentions. The study targeted consumers who have seen or heard of the CAS label, collecting data through an online questionnaire. During the survey period, 1,091 questionnaires were distributed, and 1,001 valid samples were collected, with an effective response rate of 91.75%. The study employed Structural Equation Modeling (SEM) to conduct Confirmatory Factor Analysis (CFA) and regression analysis to test the proposed research hypotheses. The research findings indicate that knowledge cognition, trust, and word-of-mouth sharing about the CAS label have a significant positive impact on consumers' product attitudes, which in turn significantly strengthen their purchase intentions. Notably, when consumers exhibit a high level of trust in CAS-labeled products and are influenced by positive word-of-mouth, they are more likely to form favorable product attitudes during the decision-making process. |
本系統中英文摘要資訊取自各篇刊載內容。