台灣「公平貿易」商品購買意願架構之研究－探討消費者倫理、網路資訊、及信任的角色

Abstract

雖然國際公平貿易組織的存在已經超過四十年了，而且公平貿易商品的銷售近年來在全球市場有大幅成長；但是在台灣，有關公平貿易的議題，無論在商業上還是學術上，得到的關注並不多。本研究嘗試藉由提出一個公平貿易商品購買意願的模式，來彌補這些不足之處。本文針對個人因素，如消費者倫理及態度對購買意願的影響進行檢驗。其次，網路因素例如網路資訊、信任、及資訊分享也納入探討。 受試者為分別來自北、中、南三所大學的商學院學生，學生受邀瀏覽一個關於公平貿易的網站。看完三分鐘的影片後，隨即填寫網路問卷，並經由網路收集問卷資料。結果共有215份填答完整的問卷，用以進行後續分析。研究結果發現，消費者倫理、網路資訊對態度、和信任有正向的影響，而後兩者又對資訊分享及購買意願有影響，除了信任對購買意願沒有顯著影響。此外，本研究也針對態度和信任的中介效果進行調查。最後，對實務界和政府建議，及未來研究發展也納入討論。

Although “Fair Trade” organizations have existed for more than 40 years and its sales have increased remarkably recently in the global market, the issue of Fair Trade in both business and academia has received little attention in Taiwan. This study seeks to remedy this deficit by providing a framework of purchase intention on Fair Trade products. The effects of personal factors such as consumer ethics and attitude on purchase intention were investigated. Moreover, the roles of internet factors such as online information, trust, and information sharing are also examined. Research subjects are business college students from three universities each located in north, central, and south Taiwan, respectively. Respondents were requested to visit a website related to FT information. After viewing a three-minute film, an online survey was presented and data was collected through internet. As a result, a total of 215 complete questionnaires were used for subsequent analyses. The finding of this study indicated that consumer ethics and online information had a positive effect on attitude and trust, which, in turn, had an impact on both information sharing and purchase intention, except for the impact of trust on the latter. The mediation effect of attitude and trust were also put into investigation. Implications for practitioners and governments were discussed, and suggestions for future researches were offered.