| Summary: | 碩士 === 朝陽科技大學 === 休閒事業管理系 === 104 === This study intention to explore Organic Agricultural Products Consumer’s Product Knowledge, Perceived Risk, Perceived Value, and Purchasing Intention; and to explore the differences of demographic variables in Product Knowledge, Perceived Risk, Perceived Value, and Purchasing Intention and structural equation modeling. Sampling method is using grouping sampling method, a total of 600 questionnaires were distributed, excluding 84 copies of respondents fill in missing and too regularity invalid questionnaires, the effective rate of 86%. Statistical method includes descriptive statistics, independent samples t-test, one-way analysis of variance, and PLS-SEM to test the hypothesis. The results and conclusions are as follows: (1) Demographic variables on Product Knowledge, Perceived Risk, Perceived Value, and Purchasing Intention are partially significant differences. (2) Product Knowledge significant negative effect on Perceived Risk, Product Knowledge significant positive effect on Perceived Value and Purchasing Intention. (3) Perceived Risk significant negative impact on Perceived Value, and non- significant on Purchasing Intention; Perceived Value positive effect on Purchasing Intention.
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