| Summary: | 碩士 === 大仁科技大學 === 休閒健康管理研究所 === 96 === The organic foods and restaurants are rapidly increasing in this society this decade; however, related researches are comparably inadequate. The purpose of this study is to investigate the relationship between market segment and life style of consumers’ willingness to pay upon organic foods. This study employed totally 510 questionnaires to San-Chen-Yang restaurant, Flowery restaurant, and Pasadena restaurant in Pingtung and Kaoshiung relatively, and 323 effectively responses were acquired. In addition, descriptive analysis, item analysis, factor analysis, ANOVA analysis, t-test, cluster analysis, validity analysis, and simple regression analysis were administered to this study.
The results revealed that first, the majority groups of respondents were female, unmarried, college-educated, without children, age between 20 to 29, income with 20,001 to 40,000, and service industry oriented.
Second, four dominant factors of their purchasing criterion were trust, intention, health, and safe factors.
Third, there is no significant difference upon various agenda and patient within family.
Fourth, Significant difference was found among respondents’ purchasing toward marital status, education background, age, income, and their occupations.
Fifth, there was no significant difference reported among respondents’ agenda, children, patient within family, marital status, education background, and occupation upon their willingness to pay.
Sixth, significant difference was revealed upon potential customer with their willingness to pay within these three restaurants. Finally, there is relationship between willingness to pay and purchasing criterion.
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