The Research on Purchasing Behavior in Tamalakau Organic Medicinal Botanical Garden Restaurant through the Theory of Planned Behavior

• Main Authors: Chan Yu Chang, 詹有湶
• Other Authors: Chang Kai Chih
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/03671606257528250471

碩士 === 國立臺東大學 === 健康促進與休閒管理碩士在職專班 === 102 === The organic food becomes an important burgeoning industry in recent years. However, the relevant research is still scanty. In this research Tamalakau Organic Medicinal Botanical Garden Restaurant is the research target. We would like to explore the purchasers of organic products through the Theory of Planned Behavior and the relationship between theory and variables. In order to establish the theoretical research framework, this research is based on the Theory of Planned Behavior, and to explore the measurement model of purchasers of organic products. Besides, it is also to explain and predict the direct and indirect effect of the attitude, subject norm, control of perception behavior, and purchasing behavior toward purchasing. According to the result, the relevant key factors would influence the positive relevant degree. That means the Theory of Planed Behavior will affect the purchasers behavior directly. Based on the 433 questionnaires, the result of this research shows that the purchasers with different backgrounds show positive impact on attitude, subject norm, and control of perception behavior. Finally, we would like to provide the purchasers of the products from Tamalakau Organic Medicinal Botanical Garden Restaurant with positive perception and the notion of medicinal botany. The result of the research also provides the producers organic products, organic food restaurants and guidance organizations with planning and executive reference.