The Effect of Market Orientation and Social CRM on Consumer Purchase Intentions: An Empirical Study of Organic Small Farmers

• Main Authors: YU-TING WANG, 王郁婷
• Other Authors: YI-NI LIN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/f3p4ch

碩士 === 國立臺北商業大學 === 國際商務系碩士班 === 105 === With increasingly severe food security issue, Taiwanese small farmers can bring their natural and safe agricultural products to consumers who really care about health on the internet, but they face issues on how to sell and how to manage on a community platform. This study proposes a theoretical framework and based on an online survey questionnaire on the way, focus on consumers, who have been on the community platform to purchase organic agricultural products from small farmer to issue questionnaires. The results show that the market orientation will directly affect the consumer purchase intentions, and the market orientation will indirectly affect the purchase intention through the social CRM.