人類過度開發地球，造成資源耗竭及氣候變遷的現象愈加嚴重，關心環境議題及健康生活的消費者，改變原有的消費形式，台灣有機商品的需求增加，推動有機商店的展店速度，竸爭激烈的有機市場，廠商要如何擬定行銷策略以獲得消費者長期的購買意圖，進而達到高的市占率。本研究目的在於探討綠色價值對態度之關連性，以及綠色價值是否對消費者購買意圖有正向影響。本研究以大台北地區有機商品的使用者及潛在使用者為研究對象，對研究對象進行人員紙本發放及網路問卷的施測。並使用SPSS12.0版以及LISREL8.7版作為資料分析工具。
    經由結構方程模式驗證研究假說，得知以下結論：
(1)有機商品的綠色價值(功利性價值、享樂價值、象徵性價值)確實對消費者購買有機商品的態度及購買意圖造成影響。
(2)綠色價值影響購買意圖的過程中，態度確實扮演重要的中介角色。
(3)知覺犧牲確實會對消費者購買有機商品的意圖造成影響。
    最後，根據本研究結論提出研究發現，建議廠商落實有機商品實用價值的宣導、教育消費大眾綠色知識以及建立消費者更容易購買有機商品的通路，讓有機商品更普及。研究結果提供給廠商做為決策的參考及提供給後續研究者的研究建議。

After exhausting the Earth's supply of natural resources and severe global warming, human being is concerned about environment and health. People translate into new consumer behavior instead of old one. In Taiwan, the demand of organic products increases more and more, organic shops are exploded in the last few years. How do enterprises reach high market share on fiercely competitive market? The purpose of the study is that green value has relation with consumer attitude and green value to purchase intention has positive effect. The research aims to investigate users and potential consumers. 
    The research applied SPSS and LISREL to assess if the six dimensions in the theory of perceived value could affect consumer attitude and purchase invention. There are there findings from the research：
(1)Perceived value including utilitarian value, hedonic value and symbolic value has an impact on consumer attitude and purchase invention buying organic products.
(2)Consumer attitude intervenes the effect on purchase invention.
(3)Perceived sacrifice has an impact on purchase invention.
    Therefore, based on the research findings, the study proposes enterprises should enhance practicality of organic products, green knowledge in the public and purchasing channels. It allows general consumers to buy or to get the products more conveniently.
    Several suggestions have been recommended to provide the organic industry as a business development direction and marketing method and to be used for the follow-up researchers.

目錄	 V
表目錄	VII
圖目錄	IX
第一章 緒論	1
第一節	研究背景	1
第二節	研究動機	3
第三節	研究目的	5
第四節	研究範圍及對象	5
第五節	研究流程	6
第二章 文獻探討	7
第一節	有機商品市場概況	7
第二節	知覺價值	12
第三節	態度	17
第四節	購買意圖	20
第五節	知覺價值與購買意圖之相關研究	21
第三章  研究設計	22
第一節	觀念架構	22
第二節	研究假說	23
第三節	研究變數之操作性定義與衡量	25
第四節	研究設計	29
第五節	資料分析方法	30
第四章 資料分析與結果	34
第一節	敘述性統計分析	34
第二節	信度分析	43
第三節	結構方程模式分析	44
第五章 結論與發現	54
第一節   研究結果	54
第二節   研究發現	56
第三節   研究限制與未來建議	58
參考文獻	59
附錄 研究問卷	63

表目錄
表 1-1. 美國有機商品銷售額2003-2010 ........................................................... 2
表 3-1. 功利性價值操作性定義與衡量方式 ................................................... 25
表 3-2. 享樂價值操作性定義與衡量方式 ....................................................... 26
表 3-3. 象徵性價值操作性定義與衡量方式 ................................................... 26
表 3-4. 知覺犧牲操作性定義與衡量方式 ....................................................... 27
表 3-5. 態度操作性定義與衡量方式 ............................................................... 27
表 3-6. 購買意圖操作性定義與衡量方式 ....................................................... 28
表 3-7. 問卷回收情況分析表 ........................................................................... 29
表 3-8. Cronbach's α 係數與信度 ...................................................................... 30
表 3-9. LISREL 之參數矩陣 .............................................................................. 32
表 3-10. 整體模式之配適度判斷指標 ............................................................. 33
表 4-1. 有效樣本之性別分佈情形 ................................................................... 34
表 4-2. 有效樣本之年齡分佈情形 ................................................................... 35
表 4-3. 有效樣本之教育程度分佈情形 ........................................................... 35
表 4-4. 有效樣本之婚姻狀況資料 ................................................................... 36
表 4-5. 有效樣本之職業類別分佈情形 ........................................................... 36
表 4-6. 有效樣本之每月平均所得分佈情形 ................................................... 37
表 4-7. 有效樣本之有機商品使用經驗分佈情形 ........................................... 38
表 4-8. 有效樣本之有機商品購買經驗分佈情形 ........................................... 38
表 4-9. 經常購買的有機商品種類(複選) ......................................................... 39
表 4-10. 不曾購買有機商品的原因(複選) ....................................................... 39
表 4-11. 平均購買有機商品的頻率 ................................................................. 40
表 4-12. 單次購買有機商品的平均消費金額 ................................................. 41
表 4-13. 取得有機商品的資訊來源（複選） ................................................. 42
表 4-14. 研究變項之信度分析彙整表 ............................................................. 43
表 4-15. 結構方程模式之參數說明 ................................................................. 46
表 4-16. 整體模式之配適度評估 ..................................................................... 47
表 4-17. 衡量模式之評估 ................................................................................. 49
表 4-18. 模型之研究假說與驗證結果 ............................................................. 50
表 4-19. 路徑效果分析 ..................................................................................... 53

圖目錄
圖 1-1 研究流程 ................................................................................................... 6
圖 2-1 知覺價值形成模型 ................................................................................. 12
圖 2-2 知覺價值模型 ......................................................................................... 14
圖 2-3 態度組成要素圖 ..................................................................................... 18
圖 3-1 本研究之觀念架構 ................................................................................. 22
圖 4-1 本研究整體模式之線性結構關係圖 ..................................................... 45
圖 4-2 本研究路徑結構關係圖 ......................................................................... 51

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