| Summary: | 碩士 === 中華大學 === 科技管理學系碩士班 === 99 === Organic agriculture is a global trend and the sale of the products appears to be a great opportunity to earn profits. Therefore, this study analyzes the influences that physical channel, virtual channel, and consumer characteristic have on consumer intention to purchase organic agricultural products. Safety and health have always been the main demands for organic agricultural products; however, consumers are under great risk since there is still no legal regulation. Therefore, perceived risk is also a research focus in this study.
Adopting the questionnaire investigate method, 481 valid samples were collected and were analyzed using SPSS17.0 software. Influence factors such as channel characteristics, perceived risk, and consumer characteristic were calculated using simple linear regression analysis method, and demographic variables were evaluated using variance analysis. The result reveals that physical channel characteristics have some impact on consumer purchase intention and the features of diversity and easy-to-reach appear to be highly related to the intention. While internet channel characteristics have considerable impact on consumer purchase intention and the characteristics of the channel’s diversity, timeless, safety, and price transparency influence the intention the most. Perceived risk has no impact on consumer purchase intention. Consumer characteristic has major impact on consumer purchase intention and product promotion and consumer interest come out to be the leading factors. Demographic variables have some impact on consumer purchase intention and the group that influences the intention the most is females at the age of 21-50 who work as public agency personnel, white-collar workers, or those who are better-educated with moderate income. An overall outcome of the study is that time spending on purchasing organic agricultural products is consumers’ first consideration while diversity to be the second.
This study finds that organic agricultural product dealers should provide more information about how the products relate to human health in order to increase consumer purchase intention. The Government should also make legal restrictions for the products sooner so that the consumers can have more faith in the products and the organic industry can be enhanced.
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