| Summary: | 碩士 === 逢甲大學 === 科技管理研究所 === 101 === The arrival of digital age, the popularization of the internet network, and organic agriculture and also organic food has come under attention. This has becomed one of the important management subjects under current circumstance. As to this new customer behavior phenomenon, to understand what factors influence the customer’s behavioral intention to buy organic food will be one of most important issues in this thesis. Considering most relevant researches in the past have explained parts of reason of the customer behavior for buying of organic food, this research will focus on the demand factor of the persons who might want to buy organic food.
This research is using the consumption value theory as the theoretical foundation to find out about the behavior of consumption of organic food by way of brand-new explanation. This research has shown that the behavior of consumption of organic food of network can be considered as a kind of consumption and chosen the behavior. The customers have been influenced by the partiality of the products and their consumption fees so that the value they have received is influenced after their consumption. This research is drafted based on this view to analyzed most influenced factors on these issues.Besieds, this research will also explore the consumption experience and to see whether or not it can be an important influencing factor. This study has tried to conduct the investigation with written questionnaire and network questionnaire, and has measures all hypothesises in this research. The research has resulted in a number of important implication for online shopping on organic food.
The main findings of this study have been conclued as follows:
1. Economic value, quality value, mood value and novelty value have produced an influence on the customer for their will for buying organic food.
2. Social value is not an apparent factor for the intention of buying organic food of network .
3. The consumption value will have no influence to the intention for buying organic food no matter whether or not customers have consumption experience online shopping.
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