| Summary: | 碩士 === 國立成功大學 === 企業管理學系碩士在職專班 === 103 === As consumers pay more and more attention to food safety, organic foods are also
gradually being taken more seriously as a priority purchasing consideration. There are many types of organic foods at various prices, so selecting organic foods can be difficult for consumers, and this study is intended to determine whether the rise in online shopping has caused changes in the purchasing habits of consumers.
The purpose of the study is to explore the correlation of product knowledge, channel selection and organic certification of organic foods to perceived value of the consumer, and the influence of perceived value of the consumer to purchase intention using existing and potential consumers of organic foods in Southern Taiwan as the object of the study. The study methods include the use of convenience sampling using a paper questionnaire at an organic food store as well as an Internet questionnaire. A descriptive statistics analysis, a factor and reliability analysis, a t-test and ANOVA, and a regression analysis are used to analyze the data and verify the validity of the responses.
At the conclusion of this analysis, it was determined that multiple channels have no effects on channel selection and perceived value. There was very little mediation effect from perceived value, which fell between channel selection and purchase intention, and there was very little nediation effect between organic certification and purchase intention. Most importantly, the main factor influencing consumer value perception and purchanse intention was found to be product knowledge.
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