在21世紀的今日,一般民眾對保健養身觀念愈來愈重視,伴隨國人的生活型態及生活水準的提升,追求的不再只是溫飽日子,而是質的提升以及健康飲食。在健康飲食方面,國人開始注意到不含農藥殘留的有機食品有助於身體健康,使得國人在有機食品需求量有別以往。 本研究對曾經購買有機食品的消費者進行研究,從消費者的生活型態切入,探究消費者的購買動機與購買意圖,了解有機食品消費者的獨特之處。本研究中提出了六個假設,問卷內容則從人口統計變數、生活型態因素、購買動機因素、購買行為等構面設計相關變數。經抽樣調查後,以統計學的假設檢定方法,利用SPSS統計應用軟體,依據問卷調查的結果來做分析。
In the 21st century, most consumers pay more attention on their health .With the higher level of life, people do not only pursue enough, but they emphasis on quality of food and importance of health. For the healthy diet, people notice that the no pesticide’s organic food can help health, and therefore the needs for organic food increase. This research to the consumers is that had ever purchased the experience for organic food, it corresponds from the life style of the consumers .Investigating the consumers's purchase motivation and intention, we will understand the specifics about organic food consumers. In this research, we have proposed six hypothesis, take some dimensions —purchase considering factors, life style variables, purchase motivation variables, purchase behavior variables,—as the structure of questionaries design . After random sampling , the statistic package of SPSS was used to analyze the data.