The Relationship among Organic Foods Cognition, Perceived Value and Purchase Intention for Consumers - An Example of Junior High and Elementary School Teachers in Miaoli County

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题名:	The Relationship among Organic Foods Cognition, Perceived Value and Purchase Intention for Consumers - An Example of Junior High and Elementary School Teachers in Miaoli County
作者:	Hsu, Mei-Chun
贡献者:	國際企業學系碩士在職專班
关键词:	Organic Food;Cognition;Perceived Value;Purchase Intention
日期:	2016
上传时间:	2016-08-16 09:05:47 (UTC+0)
出版者:	亞洲大學
摘要:	In recent decades, organic shops have mushroomed all over Taiwan and the booming industry has also indicated the rising awareness of people’s attitude toward healthy food and daily supplies. Moreover, with the increase of national income, people pay more attention to healthy and safe diet, so the future demand for organic products will be higher. This study is designed to investigate the relationship between consumer cognition of organic food, perceived value, and purchase intention. The results also look forward to offering empirical strategies for the market. This research is divided into the following three facets: organic food cognition, perceived value, and purchase intention; 300 questionnaires were issued to primary and secondary school teachers in Miaoli County using convenience sampling method with the recovery of 288 valid questionnaires, and the effective response rate was 96%. Data analysis using SPSS 22.0 showed that teachers of regular consumption of organic food have higher cognition and perceived value than those of occasional consumption, and married teachers’ purchase intention higher than unmarried ones. In the facet of organic food cognition, people show the highest support for “labeling”; in perceived value facet, people show the highest support for “quality and features”; in the facet of purchase intention, a majority of the teachers show high acceptance of organic food. Analysis via regression showed that: First, organic food cognition has significantly positive effects on perceived value. Second, perceived value has a significantly positive effect on purchase intention. Third, organic food cognition has significantly positive effect on purchase intention. Fourth, perceived value partially plays a mediate part between organic food cognition and purchase intention. Consequently, the present study suggests that the government and agricultural authorities pay attention to the promotion of organic certification to improve consumer awareness of organic food, to publicize the nature and benefits of organic food followed by the enhancement of consumer perception value of it, and thus to promote purchase intention.
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