有機農產品品牌真實對消費者創新抵制之影響：以品牌信任、從眾效應與年齡為中介與調節變數

Abstract

過去研究多探討消費者創新接受，但新產品失敗度高，文獻討論創新抵制因素卻較少，本研究希望了解消費者創新抵制因素，特別是有機農產品。本研究採用問卷方法，以台灣18~55歲消費者為對象，共收集322份有效問卷，並以SPSS 24.0及SmartPLS 4.0做為資料分析的工具。本研究發現：1).品牌真實正向影響品牌信任與從眾效應；2).品牌信任與從眾效應同等程度影響創新抵制；3).品牌信任及從眾效應具有中介效果；4).年齡(年輕組vs.中年組)具部分調節效果。本研究有下列貢獻：1).探討新產品消費者抵制的主要因素（前置與中介），補充創新抵制文獻缺口；2).提出有機農產業者新產品上市的建議，特別是針對年輕與中年組群不同的行銷策略；3).以Keller （2009; 2019）的品牌共鳴金字塔為理論基礎，並呼應該理論之論點，亦即理性（品牌信任）與感性（從眾效應）路徑同等影響消費者-品牌關係（創新抵制）；4).呼應創新障礙理論的風險與形象障礙（Laukkanen et al., 2007）與主動與被動創新抵制理論（Heidenreich & Kraemer, 2016）。

 

While prior studies discussed consumer innovation acceptance, however, literature focusing on innovation resistance still remained limited. This study hence aims to understand the factors influencing consumer innovation resistance, particularly organic agricultural products. It uses survey as the methodology and collects data from consumers aged between 18 and 55 in Taiwan. A total of 322 valid questionnaires were collected, and analyzed using SPSS 24.0 and SmartPLS 4.0. This study finds the following results: 1). Brand authenticity positively affects brand trust and conformity effect; 2). Brand trust and conformity effect equally influence innovation resistance; 3). Both brand trust and conformity effect have the mediating effects on the relationships between brand authenticity and innovation resistance; 4). Age (young group vs. old group) has the partial moderating effects. This study contributes as follows: 1). To demonstrate the antecedent and mediators influencing consumer innovation resistance and to fill up literature gap; 2). To propose marketing strategies that help to promote new organic agricultural products; 3). This study uses Keller’s brand resonance pyramid (2009; 2019) as the theoretical lens and the results also echo with this theory, i.e., rational route (brand trust) and emotional route (conformity effect) equally influence consumer-brand relationship (i.e., innovation resistance); 4). It also echoes with the innovation barrier theory, particularly risk and image barriers (Laukkanen et al., 2007) and with the active and passive innovation resistance theory (Heidenreich & Kraemer, 2016).