| Summary: | 碩士 === 銘傳大學 === 企業管理學系碩士班 === 102 === In the domestic raw material supply system, in addition to being sold through contracts, most perishable agricultural goods are directly shipped to large volume purchasers and consumers’ markets; however, if there is a shortage in the market, most of these goods will be sold through auction at regional agricultural goods wholesale markets. However, no previous research has discussed which factors will affect fruit and vegetable wholesalers’ purchase intentions during the auction process. Hence, the purpose of this study is to discuss what factord will influence the purchase intention of the fruit and vegetable wholesalers when they determine whether to participate in an auction.
As a research target, this study focuses on fruits and vegetables. The subjects are authorized fruit and vegetable wholesalers in Taipei’s first and second fruit and vegetable wholesale auction markets, as well as those in New Taipei’s market. The research model is based on the open auction process currently in operation. There are 267 valid questionnaire responses in the pretest, 1504 in the official experiment. These responses are analyzed statistically.
The results show several things: First, brand and word-of-mouth of agricultural goods have a significant impact on the loyalty of fruit and vegetable wholesalers. Second, type of agricultural product and trust of a particular wholesale auction system have no significant effect on the loyalty of fruit and vegetable wholesalers. Third, the loyalty of a fruit and vegetable wholesaler has a significant impact on their purchase intention. Fourth, the perceived risk has partial moderator effect between loyalty and purchase intention of fruit and vegetable wholesalers. According to these results, this study proposes some direction for future research.
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