The Effects of Involvement, Price Acceptability and Perceived Value on Organic Food Purchase Intention

• Main Author: 陳貞綉
• Other Authors: 陳建中
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/78630514074093321578

碩士 === 世新大學 === 觀光學系 === 92 === Nowadays, price is not the only factor that affects consumers'' purchasing intention, but also involvement and perceived value. People are preferring to spend more and more on the higher nutritional food in order to take good care of their own health. Therefore, organic food is getting popular in not only foreign countries, but also Taiwan. The only disadvantage of organic food that affects consumers'' intention could be the higher price. However, the consumers'' buying intention can be changed by three elements, which are involvement, value, and knowledge of product. By the study of consumers’ purchasing intention, there were big differences between involvement, price acceptability, and perceived value. The more product and knowledge involvement of organic food that consumers'' have, the higher price acceptability and perceived value raised. Also the more price acceptability and perceived value of organic food that consumers'' have, the higher purchasing intention raised. Comparing the four groups of product involvement and knowledge involvement, we found that the more involvement of organic food that consumers'' have, the higher price acceptability, perceived value, and purchasing intention raised. However, in the price acceptability field, knowledge involvement is much higher than product involvement.