| Summary: | 碩士 === 淡江大學 === 國際企業學系碩士班 === 102 === As the advancement of technology, people start to purchase the quality of life and health, in the same time, the issue of environmental protection is also become popular. Therefore, the natural and nontoxic organic food is paid attention.
In Taiwan, organic stores are growing up, such as: Santacruz, Leezen, Yogi House and Sun-organism. It shows that the business opportunity of organic food is infinite. Therefore, the study based on Ajzen’s TPB model to measure consumers’ attitude, subjective norm , and perceived behavioral control, trying to find out the relation of purchase intention, and add the variable of perceived value and product knowledge to measure consumers’ purchase behavior of organic food in Taiwan.
The research applied SPSS18.0 and LISREL8.7 to analysis the theory. There are three findings from the research:
(1) Consumers’ attitude, subjective norm and perceived behavioral control certainly
have impacts on purchase intention in Taiwan’s organic food market.
(2) Consumers’ perceived value can directly affect purchase intention in Taiwan’s
organic food market, and the consumers’ attitude have partial mediation effect.
(3) The influence between consumers’ product knowledge and purchase intention,
attitude is not a mediator, but perceived value plays a complete mediation role.
Concluding the above findings, some suggestions have been recommended to provide the firms developing marketing strategies and further to be used for the follow-up researcher.
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