| Summary: | 碩士 === 大葉大學 === 事業經營研究所碩士在職專班 === 97 === This research is discussing the relationships among consumer’ purchasing situation, purchasing motivation and purchasing intention for organic vegetables, and to explore the effect about demographic variables in the purchasing situation, purchasing motivation and purchasing intention.
It is total sends out 355 asks the volume and recycling 320, effectively questionnaire volume 300. We findings out the consumer’ purchasing situation have not the obvious influence to the purchasing intention which positive effect. But the purchasing motivation have the influence to the purchasing intention which positive effect. And consumers will be different because of age, education level, gender, consumption of organic vegetables for different motivation. In the 30 years old do not have a clear impact, however, 31-40 years old, emphasize on safety needs, self-esteem needs; In the age of 51-60 years old, the importance of communication , information situation. University-educated, more emphasis on self-esteem and self-actualization needs. Institute-educated, more emphasis on safety needs and self-esteem needs. Male gender, more emphasis on safety needs, female gender, more emphasis on self-esteem needs and self-actualization.
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