| Summary: | 碩士 === 東吳大學 === EMBA高階經營碩士在職專班 === 104 === Black-food goods issue has hit Taiwan's international image and caused people to worry about food safety in recently years. However, Organic food is not necessarily the most delicious taste because there is no added a strong taste delicious artificial flavors, colors and no preservatives in long-term preservation.
In this study, we use generalized least squares method and the ANOVA methods to analye the relationship between buying behavior factors (include health, price, taste, brand, fashion and spply channel) and comsmer spending in organic food.
A questionnaire survey method was used and targets interviewees were the "consumption of organic food" in Taiwan. The study used questionnaires to collect data in 2016. The total numbers of the questionnaires were 334. The empirical results show that health play important roles in promoting comsmer spending in organic food.
【Keywords】organic food customer belhavior
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