A study on the on-line shopping of organic foods from the perspectives of trust and valence framework

• Main Authors: Jen-Yu Wang, 王仁佑
• Other Authors: Huan-Ming Chunag
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/92810802039476100869

碩士 === 國立雲林科技大學 === 資訊管理系碩士班 === 100 === The main purpose of this study is to understand what kind of the related factors influence consumers to buy organic food and their purchase intention, and for the customer psychologically include trust, downside risks, positive benefits and attitude to discussion, and explore influence of customer purchase intention within attitude of cognitive and emotional. In order to verify the research model is suitability for application in the network marketing of organic food, and issues questionnaire to various social networking, then total recovery of 439 valid questionnaires. Use the software of SPSS and Amos to do linear structure relation analysis, and explore the correlation of trust, architecture of titer, attitude and behavioral intentions. By the study analysis to understand that while sells organic food on internet, the vender should focus on the correct information in the product, security of personal data and cash flow, price and fresh of quality, and convenience and maneuverability of online shop etc. By analyzing to find out the defects of online shop, it’s in order to enhance the quality of online shopping.