| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 105 === In recent years, the problem of food safety has been increasingly reported in Taiwan, and this has led to the concerns of consumers on the issues of food origins, safety, and environmental friendly. Organic farmers markets, which sell natural, fresh and certified products, have developed rapidly. This research aims to explore the influence of perceived risk, trust, and purchase intention on purchase behavior of consumers in organic farmers’ markets. The questionnaire survey was adopted, and a total of 452 valid questionnaires were collected in a number of farmers markets in Taipei, Taichung and Kaohsiung. Data analysis, including descriptive statistics, reliability analysis, validity analysis, partial least squares and bootstrapping, was conducted using SPSS and Smart PLS3 contains in this study. The results showed that the consumers’ perception of financial risk, psychological risk, physical risk and functional risk, had negative effects on purchase intention. It is also found that purchase intention had positive effects on purchase behavior of consumers in organic farmers’ markets. In addition, the findings indicated that organizational trust, interpersonal trust and institutional trust have no positive moderating effect on the relationships with risk and purchase intention. But organizational trust, interpersonal trust and institutional trust have direct effect on purchase intention. The present study suggests that government need to increase the organic farmers markets to help the farmers and promote the simply screening. Markets, government and academia can cooperate to teach organic food knowledge to raise consumers trust.
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