| Summary: | 碩士 === 國立屏東科技大學 === 熱帶農業暨國際合作系所 === 98 === The purpose of this study is to gain an understanding of the background and consumption characteristics of the organic sugar apple consumers in Taiwan area. Also explored in this study were consumers' characteristic, values and consumption behaviors as well as the correlation between them. Lastly, possible management implications and workable suggestions for the organic sugar apple farmers and the authorities concerned in Taiwan area were presented based on the results of this study.
The organic sugar apple consumers in Taiwan area were the subjects in this study. A questionnaire survey was conducted for sampling. Totally, 278 valid questionnaires were collected, accounting for 98.6% of all samples retrieved. Descriptive statistics were carried out to realize the distribution of the organic sugar apple consumers' demographic features. Independent t-test and ANOVA were implemented to identify the differences brought about by the organic sugar apple consumers' 3 demographic features - the consumers-characteristic, values and consumption behaviors. Moreover, this study also attempted to identify, through path analysis, the relations between the consumers-characteristic, values and consumption behaviors of the organic sugar apple consumers.
The study results suggested that consumers who were willing to pay over NT2,501 for organic sugar apples were obviously more open to different experiences than the those who were only willing to pay prices lower than NT500, that compared with the organic sugar apple consumers in northern Taiwan, those in the eastern part of the island were apparently more willing to try new things, and that it was found in the organic sugar apple consumers that there existed direct and indirect relations between their consumers-characteristic characteristic, values and consumption behaviors.
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