A Study of the effect of Organic Foods Cognition and Perceived Risk on Purchase Intention- An Example of residents in Taichung

• Main Authors: Guan-Wei Huang, 黃冠維
• Other Authors: Jui-Yuan Chu
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/73721557898878555611

碩士 === 朝陽科技大學 === 休閒事業管理系碩士班 === 98 === The experienced was rapid economic development in Taiwan, lifestyle was changes, people''s health awareness was gradually gaining ground, began to pay attention to their healthy. In recent years, the emphasize healthy LOHAS lifestyle was more popular, to emphasize health and safety of organic food has become important. For the current popularity of organic food market gradually, to understand the will of people should be eating organic food is worth discussing. For this, the study of organic food cognition, perceived risk and to explore the impact on purchase intentions. In this study, the scope and object was people sopping for the department store in Taichung, and 378 out of 400 questionnaires, which a 94.5% retrieve rate. The results showed that most of resident are female; unmarried; with age between 21 to 30 years old; most resident to a service; to college or university level of education; income between NT$20,001-30,000 for the most. Respondents is a low level of awareness of organic food, while the perceived risk and purchase intention had high intermediate level of identification, which in the dimensions of organic food as "organic food characteristics" about the situation best; perceived risks in the "financial risk " and " performance risk" had high level; the purchase intention to consider buying organic food is better. According to multivariate regression analysis, organic food cognition, perceived risk and purchase intention, some significant differences. Among the organic food cognition and purchase intention was significantly positive effect. In addition, respondents socio-economic background of their organic food cognition, perceived risk and purchase intention, some significant effects, education among respondents of organic food cognition have significant impact; respondents of marital status, age, education and the monthly income level have a significant effect on their perceived risk; respondents by education have a significant effect on their purchase intention. Therefore, this study suggests that the agriculture unit should strengthen propaganda certification marks increase popular pair of organic food cognition, and enhance the features and functionality of organic food as to reduce the population of the organic food of perceived risk, to increase their purchase intention.