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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/102018

    Title: 知覺價值、產品知識對有機食品購買行為影響之研究 : 以TPB model觀點進行探討
    Other Titles: The impact of perceived value and product knowledge on the formation of purchase intention toward organic food : the perspective of the TPB model
    Authors: 蔡怡君;Tsai, Yi-Chun
    Contributors: 淡江大學國際企業學系碩士班
    Keywords: 有機食品;產品知識;知覺價值;計劃行為理論;Organic Food;Product Knowledge;perceived value;TPB model
    Date: 2014
    Issue Date: 2015-05-04 09:45:24 (UTC+8)
    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。
    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.
    Appears in Collections:[Graduate Institute & Department of International Business] Thesis

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