農產品產地屬性訊息對消費者知覺風險、品牌權益與再購意願之影響

A STUDY OF AGRICULTURAL PRODUCT ORIGIN ATTRIBUTE INFORMATION ON CONSUMERS' PERCEIVED RISK, BRAND EQUITY AND REPURCHASE INTENTION

本研究欲了解農產品原產地屬性訊息是否會影響消費者的知覺風險、品牌權益和再購意願。本研究採問卷調查法進行調查，共計回收550份有效問卷，以獨立樣本t檢定與迴歸分析進行假說之驗證。研究結果顯示：（一）相較於弱產地屬性訊息，強產地屬性訊息更能降低知覺風險與知覺風險的相關子構面。（二）知覺風險會負向影響再購意願，且功能、身體、心理、社會等知覺風險子構面均會負向影響再購意願。（三）相較於弱產地屬性訊息，強產地屬性訊息更能提高品牌權益。（四）品牌權益會正向影響再購意願。（五）相較弱產地屬性訊息，強產地屬性訊息更能提高再購意願。（六）無論知覺風險（含知覺風險子構面）高低，強產地屬性訊息皆能提高再購意願。（七）無論品牌權益高低，強產地屬性訊息皆能提高再購意願。

The purpose of this study is to examine the effect of agricultural product origin attribute information on consumers' perceived risk, brand equity, and repurchase intention. A total of 550 valid questionnaires are collected to verify the hypothesis by independent sample t test and regression analysis. The results show that: (1)Compared with the weak origin attribute information, the strong origin attribute information can reduce the overall perceived risk and the related sub-dimensions of perceived risk. (2)Perceived risk negatively affect repurchase intention, and function, body, psychology and society risks negatively affect repurchase intention. (3)Compared with the weak origin attribute information, the strong origin attribute information can improve the brand equity. (4)Brand equity positively affect the repurchase intention. (5)Compared with the weak origin attribute information, the strong origin attribute information can improve the repurchase intention. (6)No matter the overall perceived risk and the related sub-dimensions are high or low, strong origin attribute information can improve repurchase intention. (7)No matter the level of brand equity, strong origin attribute information can improve the repurchase intention.