隨著科技的進步，人們的在追求生活品質與健康的同時，也開始意識到環境保護的議題，使得天然無毒的有機食品因而受到關注。而國內有機商品專賣店迅速擴張，例如：聖德科斯、里仁、無毒之家和棉花田等，顯示有機食品商機無限。據此，本研究以Ajzen(1975)所提出的計劃行為理論為基礎，探討消費者對有機食品的態度、主觀規範和知覺行為控制與購買意圖之間的關係，並加入知覺價值和產品知識等變數加以衡量，針對台灣消費者有機食品購買行為進行探討。
本研究對象進行人員紙本發放和網路問卷等方式施測，並使用SPSS18.0版和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可得知以下結論：
一、台灣消費者對有機食品的態度、主觀規範和知覺行為控制確實會影響消
    費者對有機食品購買意圖的形成。
二、台灣有機食品市場中，消費者的知覺價值能直接影響有機食品之購買意
    圖，且態度具有部份中介效果。
三、台灣有機食品市場中，消費者所擁有的產品知識對於購買意圖的影響，態度
    並未扮演中介角色，而知覺行為控制則扮演重要的完全中介角色。
根據本研究之資料分析結果，發現台灣有機食品市場中，消費者的主觀規範為影響有機食品購買意圖最重要的影響力，其次為知覺價值和產品知識，並提供廠商未來制定決策的參考和後續研究的研究限制。

As the advancement of technology, people start to purchase the quality of life and health, in the same time, the issue of environmental protection is also become popular. Therefore, the natural and nontoxic organic food is paid attention.
	In Taiwan, organic stores are growing up, such as: Santacruz, Leezen, Yogi House and Sun-organism. It shows that the business opportunity of organic food is infinite. Therefore, the study based on Ajzen’s TPB model to measure consumers’ attitude, subjective norm , and perceived behavioral control, trying to find out the relation of purchase intention, and add the variable of perceived value and product knowledge to measure consumers’ purchase behavior of organic food in Taiwan. 
The research applied SPSS18.0 and LISREL8.7 to analysis the theory. There are three findings from the research:
(1)	Consumers’ attitude, subjective norm and perceived behavioral control certainly 
have impacts on purchase intention in Taiwan’s organic food market. 
(2)	Consumers’ perceived value can directly affect purchase intention in Taiwan’s 
organic food market, and the consumers’ attitude have partial mediation effect.
(3)	The influence between consumers’ product knowledge and purchase intention, 
attitude is not a mediator, but perceived value plays a complete mediation role.
	Concluding the above findings, some suggestions have been recommended to provide the firms developing marketing strategies and further to be used for the follow-up researcher.

目錄
目錄	I
表目錄	III
圖目錄	V
第一章緒論	1
第一節	研究背景	1
第二節	研究動機	4
第三節	研究目的	6
第四節	研究範圍及對象	7
第五節	研究流程	8
第二章文獻回顧與探討	9
第一節 有機食品	9
一、	有機農業的定義	9
二、	全球有機農業的起源與發展	11
三、	台灣有機農業的起源與發展	13
四、	有機食品的定義	15
第二節 計劃行為理論	17
一 理性行為理論	17
二 計劃行為理論	20
第三節 產品知識	31
一 產品知識的定義	31
二 產品知識衡量方法	32
第四節 知覺價值	34
一 知覺價值的定義	34
二 知覺價值衡量構面	37
第三章研究方法	41
第一節 觀念架構	41
第二節 研究假說	42
第三節 研究變數之操作性定義與衡量	45
第四節 研究設計	51
第五節 資料分析方法	53
第四章資料分析與結果	57
第一節 敘述性統計分析	57
第二節 信度分析	70
第三節 結構方程模式分析	71
第五章研究結論與發現	82
第一節 研究結論	82
第二節 研究發現	85
第三節 研究限制與未來建議	89
參考文獻	90
一、中文部分	90
二、英文部分	92
附錄研究問卷	102
表目錄
表2-1 歷年台灣有機農業面積彙整表	14
表2-2 國內外計劃行為理論之相關研究領域整理	25
表2-3 知覺價值定義	36
表2-4 知覺價值衡量構面之彙整表	37
表3-1 產品知識之操作性定義與衡量	45
表3-2 主觀規範之操作性定義與衡量	46
表3-3 知覺價值之操作性定義與衡量	47
表3-4 態度之操作性定義與衡量	48
表3-5 知覺行為控制之操作性定義與衡量	49
表3-6 購買意圖之操作性定義與衡量	50
表3-7 問卷回收情形分析表	52
表3-8 有效問卷之來源	52
表3-9  LISREL參數符號說明	55
表3-10 整體模式之配適度指標	56
表4-1 有效樣本之性別分佈情形	57
表4-2 有效樣本之教育程度分佈情形	58
表4-3 有效樣本之年齡分佈情形	59
表4-4 有效樣本之婚姻分佈情形	60
表4-5 有效樣本之職業類別分佈情形	61
表4-6 有效樣本之居住地區分佈情形	62
表4-7 有效樣本之每月平均所得分佈情形	63
表4-8 有效樣本之有機食品使用經驗分佈情形	64
表4-9 有效樣本之有機食品購買經驗分佈情形	64
表4-10 經常購買的有機食品種類(複選)	65
表4-11 不曾購買有機食品的原因(複選)	65
表4-12 取得有機食品的資訊來源(複選)	66
表4-13 購買有機食品的管道來源(複選)	67
表4-14平均購買有機食品的頻率	68
表4-15單次購買有機食品的平均消費金額	69
表4-16 研究變項之信度分析彙整表	70
表4-17 線性結構模型之各相關參數說明	73
表4-18 整體模式之配適度衡量結果	75
表4-19 衡量模式之評估	77
表4-20 整體研究假說驗證結果	79
表4-21 本研究三項因子購買意圖之直接、間接、整體對購買意圖之影響效果	81
圖目錄
圖1-1 全球有機食品消費總額	2
圖1-2 有機商品專賣店數整理表	2
圖1-3 研究流程圖	8
圖2-1 全球有機農業農地	12
圖2-2 全球有機食品市場規模	16
圖2-3理性行為理論架構圖	19
圖2-4計劃行為理論	20
圖2-5價格效果觀念化關係模式	34
圖2-6價格、知覺品質與知覺價值關係模型	35
圖3-1 本研究之觀念架構	41
圖4-1 本研究整體之線性結構圖	72
圖4-2 整體樣本結構關係路徑分析圖	80

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