| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 104 === A Study of Consumers’ Purchase Intention for Organic Agricultural Products Online Shopping Platform.
Abstract
Recently,people in Taiwan are shocked by the adulterated food and the fake organic agricultural product, so people are more concerned the food safety and more awareness of environmental protection. The insufficient trade information of agricultural products and the lack of management on the marketing channel are the causes of the fake organic products. Nowadays, the internet market in Taiwan is quite a booming business, and also it is a best marketing channel which can provide a sufficient information and a convenient way for customers to purchase the products on the internet without the limits of time and distance. Through the internet, the organic market can provide a complete food traceability, and also reduce the problems of information asymmetry in this market. This study is going to survey and explore the consumers’ attitude and purchase intention for organic agricultural products on the internet shopping website.
The report“ A Survey on Broadband Internet Usage in Taiwan” from TWNIC(Taiwan Network Information Center), the total estimated population of Internet users in Taiwan is 18 million people. An investigation “The current market size of on-line shopping in Taiwan on 2014” from MIC( Market Intelligence &; Consulting Institute) estimated that the on-line marketing size is up to 311.6 billion in Taiwan on 2014. The market growth increased 30.4% more than the same period in this market on 2013. Not only did the on-line organic food shop enhance the companies’ market competitiveness, but also reduce the exploitation from the retail broker. Therefore, the on line organic food shop can offer customers a direct channel to farmers, and increase the customers’ purchase intention through the internet.
The developing of the organic agriculture can improve the quality of agricultural products, adjust the habit of people’s diet, and enhance the lifestyle of human being. The most important thing is that the organic farming can maintain the ecological balance. It is the future trend of global agricutural development. Therefore, in order to attract more consumers to purchase the organic products, it is essential to improve the marketing environment of agriculture and build an electronic ordering system on the online shopping platform.
Keyword: Online Shopping ， Organic Agricultural
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