| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 99 === Due to the fact that environmentalism has risen, organic agriculture has caught on with much attention amongst consumers. In Taiwan, the reasons why consumers decline to buy organic food are its inaccessibility and high pricing. Online shopping’s convenience, might solve the problems of the purchasing process organic food. However, a number of research conclusions revealed that the rate for ordering organic food online is lower than other methods for purchasing organic food. In this research, we attempted to explore consumer’s willingness when purchasing organic food online.
Our research contained six constructs, including perceived risk, information richness, perceived ease of use, perceived usefulness, attitude, and intention. The sample included 379 subjects with 220 valid responses. The structural equation model(SEM) was adopted to test the hypotheses. According to analysis results, the findings of the research are as follows:
1. Perceived risk has negative effects on the attitude for ordering organic food online；
2. Information richness has negative effects on perceived risk；
3. Perceived usefulness has positive effects on the attitude for ordering organic food online；
4. Perceived ease of use has positive effects on perceived usefulness；
5. Attitude has positive effects on the intention for ordering organic food online.
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