A Study of Consumer Behavior of Different Farm-Direct Marketing Channel in Taiwan
Date Issued
2015
Date
2015
Author(s)
Yeh, Ting-Hwan
Abstract
This study analyzes consumers’ purchasing will toward farm-direct marketing products by using Probit model. We investigate the influences of characteristics of agricultural products, marketing channels and customer experience on the purchasing will of farm-direct marketing products. We also compare the differences of the purchasing will toward farm-direct marketing products among consumers from different regions in Taiwan. The correlations among marketing channels’ preference toward farm-direct products are also examined. The results show that characteristics of agricultural products and marketing channels have significant influences on the purchasing will of farm-direct products. Customer experience has a significant positive influence on the purchasing will of farm-direct products. We also find that characteristics of agricultural products and marketing channels have affected the purchasing will toward farm-direct marketing products through customer experience. The purchasing will levels toward farm-direct products by males and females are different statistically. Females are more likely to purchase farm-direct marketing products than males. Consumers from different regions in Taiwan shows significantly different consumer behaviors toward farm-direct products. The purchasing will and visit frequency of consumers in farmers'' market have a significant positive and high correlation, which means the correlations between consumer preferences toward purchase intention and visit frequency in farmers'' market are shown to be relatively high.
Subjects
agricultural product
habitat direct selling
leisure agricultural industry
customer experience
Probit model
SDGs
Type
thesis
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ntu-104-R02627007-1.pdf
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