本研究旨在探討臺中市消費者對有機農產品之產品知識、知覺風險、知覺價值與購買意願間之關係,及探討不同人口統計變項在產品知識、知覺風險、知覺價值與購買意願之差異情形及結構方程模式分析。本研究採分群抽樣方式,總計發放600份問卷,回收600份,扣除填答不完全者無效問卷共84份,有效問卷為516份,有效問卷率為86%。統計分析方法為:描述性統計分析、獨立樣本T檢定、單因子變異數分析、PLS-SEM結構方程模式。研究結果:人口統計變項對產品知識達部分顯著差異、人口統計變項對知覺風險達部分顯著差異、人口統計變項對知覺價值達部分顯著差異、人口統計變項對購買意願達部分顯著差異;產品知識顯著負向影響知覺風險、產品知識顯著正向影響知覺價值、產品知識顯著正向影響購買意願;知覺風險顯著負向影響知覺價值、知覺風險對購買意願則無顯著影響;知覺價值顯著正向影響購買意願。
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.