The Influences of Purchase Intention in E-commerce Based on Experiential Marketing-A Case of Organic Fruits and Vegetables

• Main Authors: Yu-Ching-Tsai, 蔡靖俞
• Other Authors: Dr.Kuo-Hsien Yeh
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/w4v2b5

碩士 === 樹德科技大學 === 資訊工程系碩士班 === 107 === Through organic farm experience activities, consumers can increase their understanding of organic agriculture and deepen their trust in organic fruits and vegetables. This study is mainly to explore the impact of organic farm experience activities on consumers'' willingness to purchase. This study is aimed at participants who are interested in organic farm experience activities. Questionnaires were conducted on participants, with a total of 35 questionnaires. According to the data obtained from the questionnaire feedback, the SPSS 24 version was used for the analysis of single factor variability analysis, Pearson product difference correlation analysis and regression analysis. The results of the research analysis are as follows: 1. The motivation, organic cognition, purchasing factors, timing of purchase, convenience of website, and willingness to purchase are not significantly different in different genders. 2. Organic cognition and purchasing factors are significantly different at different ages. 3. The motivation, organic perception, purchasing factors, timing of purchase, convenience of website, and willingness to purchase were not significantly different at different ages. 4. The motivation, organic cognition, purchasing factors, timing of purchase, convenience of website, and willingness to purchase are not significantly different in different occupations. 5. There is a significant positive correlation between purchase intention and motivation to participate. There is a significant positive correlation between purchase intention and organic cognition. There is a significant positive correlation between purchase intention and purchase factor. There is a ignificant positive correlation between purchase intention and website convenience. There is a significant positive correlation between purchasing factors and organic cognition. There is a significant positive correlation between buying timing and organic cognition. There is a significant positive correlation between purchase timing and purchase factors. There is a significant positive correlation between website convenience and organic cognition. There is a significant positive correlation between website convenience and purchase factors. There is a significant positive correlation between website convenience and timing of purchase. 6. Participation motivation and organic cognition have significant predictive power on the result s of purchase intention analysis.