應用消費價值理論探討消費者網購蔬果意願之研究

本研究應用消費價值理論，探討消費者採購蔬果時消費價值對網購意願之影響，並建立研究架構，探討信任、消費慣性、及人口變項於消費價值對網購意願的調節效果。
本研究採用網路及紙本方式進行問卷調查，有效問卷計418 份，有效回收率達92.9%。研究結果顯示，功能價值、社會價值、情感價值、情境價值會顯著影響網購意願，但在嚐新價值方面則是不顯著的。而信任與消費慣性於消費價值對網購意願有部分有顯著的調節效果;至於人口變數(性別、年齡、婚姻狀況、月平均收入)則沒有調節效果。

This research apply consumer value theory to explore the impact on consumers when purchasing fruits and vegetables on the web. Further, this research introduce trust, consumer inertia and demographic variables as moderators to measure the moderating effect between consumer value and online shopping wishes.
The data was collected by online questionnaire and interview survey. A total 418 valid questionnaires was recovered, making the validity rate of 92.9%. The empirical results show that the functional value, social value, emotional value and conditional value has significant influence on online shopping wishes. But in terms of value perception is not significant. Further, the trust and consumer inertia have significant moderating effect between consumer value and online shopping wishes but demographic variables, including sex, age, marital status and income, have not.