| Abstract: | 隨著科技的進步，人們的在追求生活品質與健康的同時，也開始意識到環境保護的議題，使得天然無毒的有機食品因而受到關注。而國內有機商品專賣店迅速擴張，例如：聖德科斯、里仁、無毒之家和棉花田等，顯示有機食品商機無限。據此，本研究以Ajzen(1975)所提出的計劃行為理論為基礎，探討消費者對有機食品的態度、主觀規範和知覺行為控制與購買意圖之間的關係，並加入知覺價值和產品知識等變數加以衡量，針對台灣消費者有機食品購買行為進行探討。
本研究對象進行人員紙本發放和網路問卷等方式施測，並使用SPSS18.0版和LISREL8.7版作為資料分析工具。經由結構方程模式驗證研究假說可得知以下結論：
一、台灣消費者對有機食品的態度、主觀規範和知覺行為控制確實會影響消
費者對有機食品購買意圖的形成。
二、台灣有機食品市場中，消費者的知覺價值能直接影響有機食品之購買意
圖，且態度具有部份中介效果。
三、台灣有機食品市場中，消費者所擁有的產品知識對於購買意圖的影響，態度
並未扮演中介角色，而知覺行為控制則扮演重要的完全中介角色。
根據本研究之資料分析結果，發現台灣有機食品市場中，消費者的主觀規範為影響有機食品購買意圖最重要的影響力，其次為知覺價值和產品知識，並提供廠商未來制定決策的參考和後續研究的研究限制。
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. |
