本研究主要探討消費者之購買動機、購買涉入與情境因素對消費者購買有機農產品意願之影響,以花蓮市的消費者為研究對象,採立意抽樣方式進行問卷調查,經由實證分析後,得到以下研究結果: 一、購買動機、購買涉入以及情境因素對於有機農產品之購買意願皆有正向影響關係。 二、購買動機與情境因素會影響有機農產品消費者之購買涉入。 三、購買涉入可提高有機農產品消費者購買有機農產品之意願。 根據上述研究結果,建議花蓮市有機農產品經營業者,應了解目前有機農產品消費者之特性,將購買動機、購買涉入以及情境因素納入經營策略考量,以之為有機農產品之市場區隔、定位之依據,方可提升經營績效。
The main purposes of this study were to explore the relationships among the purchase motivation, involvement, situational factors,and purchase intention of organic agricultural products. The study was conducted through the questionnaire-survey method on purposive sampling. Subjects were consumers of Hualien city. The collected data underwent positive analysis via SPSS17.0. The main results are as follows: 1.Purchase motivation, involvement, situational factors have positive influence on purchase intention of organic agricultural products. 2.Purchase motivation and situational factors have significant effect on involvement of organic agricultural products purchase. 3.Involvement has positive influence on purchase intention of organic agricultural products. Based on the research findings, the suggestions to the organic agricultural products industry in Hualien city are as follows: The marketing industry of organic agricultural products in Hualien city should take purchase motivation, involvement and situational factors into consideration when managing strategies in accordance with the characteristics of the consumers, which altogether contributes to the market segmentation and the positioning of organic agricultural products to enhance the performance.