消費者的有機蔬食主觀知識對其消費行為之探討

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23950

Title:	消費者的有機蔬食主觀知識對其消費行為之探討
Authors:	施杏錦
Contributors:	觀光事業學系
Keywords:	主觀知識 subjective knowledge 行為信念 behavior belief 態度 attitude 購買意願 purchase intention
Date:	2012
Issue Date:	2012-12-13 09:38:39 (UTC+8)
Abstract:	本研究主要目的為有機蔬食消費者主觀知識、行為信念、態度與購買意願之間的因果關係。本研究採用非機率抽樣之便利抽樣，針對將以購買有機蔬食之消費者作為抽樣對象，台北市在有機商店購買有機蔬食之消費者為主要抽樣對象。消費者進行資料收集。本研究共回收406份有效問卷，回收率為99.06%，資料分析包含敘述性統計分析、信度分析、相關分析、驗證性因素分析以及結構方程模式。研究結果顯示，有機蔬食的消費者主觀知識正向影響行為信念與態度，行為信念正向影響態度。態度正向影響購買意願。另外，有機蔬食消費者主觀知識可直接或者間接經由態度之中介效果，進而提升消費者的購買意願。 The research objectives of this study were to organic vegetables consumer’s to examine the causal relationships among subjective knowledge, behavior belief, attitude, and purchase intention. This study used convenience sampling survey to collect the data and the organic shop consumers’s are selected as research samples. In this study, total of 406 usable questionnaires were collected, the response rate was 99.02%. Data analyses included descriptive analysis, reliability analysis, correlation analysis, confirmatory factor analysis and structural equation modeling. The results showed that, organic vegetables consumer’s subjective knowledge’s positively affected behavior belief and attitude; behavior belief positively affected atti-tude, attitude positively affected brand purchase intention. In addition, organic vegetables consumer’s subjective knowledge directly or indirectly contributed to pur-chase intention through the mediator of attitude.
Appears in Collections:	[Department of Tourism & Graduate Institute of Tourism Industry ] Thesis

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