| Summary: | 碩士 === 元智大學 === 管理碩士在職專班 === 100 === "Organic" is a hot topic in recent years, Organic concept has gradually deepen and as an attitude toward life, with the maintenance of the symbolic significance of the ecological, environmental and food safety, healthy eating, In the minds of consumers of organic agricultural products has the impression of high quality and high prices, "organic" has thus become the differentiation and added value of the product quality. Coffee is one of the world's top five industries, the domestic coffee market that has grown significantly in the 1990s, coffee production area and yield also increased year by year. Organic production process requires validation, verification on behalf of the origin and quality of proof, therefore, the organic coffee producing areas of significance, while producing areas also is the symbol of the level of coffee. Still less for the factors of organic coffee purchase intention to explore, organic coffee purchase intention which factors worthy of further study, this study hopes to give the organic coffee industry as a marketing strategy and management reference.
In this exploratory study,using the production side of qualitative in-depth interviews and customer-side quantify the questionnaire empirical way, having to collect the past with the organic agricultural products to buy wishes related research and production industry preliminary interviews, to" Organic agricultural awareness", "perceived value", "product involvement", "demographic variables"and other aspects which affect the purchase intention. In accordance with the above dimensions as the production-side interview outline and customer-side design of the questionnaire content, with the organic industry in-depth interviews and questionnaires to collect empirical through statistical results, conclusions and recommendations of this study.
The empirical results show that the positive impact of organic agricultural cognitive perceived value, with a higher perceived value of organic coffee consumers have a higher willingness to purchase organic coffee products involved in higher consumer also has a higher perceived value and higher purchase intention. Consumer buying experience for the majority of women, the majority of marital status to married; ages are mostly concentrated in forty-one to five years old; the majority of educational attainment in the specialist or university qualifications; career mostly in service industries; of the month income distribution, while ＄40,001 to＄60,000 to a maximum. Finally, this study for the impact of organic coffee purchase intention factors, development of marketing strategies and management implications.
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