隨著全球經濟的蓬勃發展，消費者對於食品安全與環境保護及健康保健意識也逐漸重視，許多民眾都開始訴求健康無毒、節能減碳、有益地球生態的環保概念，有機食品的重要性逐漸受到重視。

依本研究動機與目的，以花蓮縣地區曾食(使)用過有機農產品的消費者為研究對象，並運用問卷調查方式與統計軟體SPSS 22以及Smart PLS 3軟體輔助進行資料分析，瞭解花蓮地區有機農產品之消費者行為，本研究實施問卷發放回收554份有效問卷，結果顯示藉由計畫行為理論，可以用來解釋預測消費者之行為態度、主觀規範、知覺行為控制及行為意圖與消費行為，另外再增加消費者滿意度及忠誠度等七個構面，直接與間接效果之交互影響關係，分別透過其主要關鍵因素影響彼此間之正向相關程度。相關性越好，能提升消費者對於有機農產品之購買意圖及行為。

With the vigorous development of the global economy, consumers have paid more and more attention to food safety and environmental protection and health care concepts. Many people have begun to appeal to health and non-toxicity, energy conservation and carbon reduction, and benefit the environmental concept of the earth's ecology. The importance of organic food is gradually being affected. Pay attention to it.

According to the motivation and purpose of this study, the consumers who used organic agricultural products in the Hualien County area were studied, and the questionnaires were used to analyze the data with the software software SPSS 22 and Smart PLS 3 software to understand the Hualien area. The consumer behavior of organic agricultural products, this study implemented a questionnaire to collect and recover 554 valid questionnaires. The results show that the behavioral theory of planning can be used to explain the behavioral attitudes, subjective norms, perceptual behavioral control, behavioral intentions and consumer behaviors of consumers. In addition, seven aspects of customer satisfaction and loyalty are added, and the relationship between direct and indirect effects is influenced by their main key factors. The better the correlation, the higher the consumer's intention and behavior of buying organic agricultural products.

誌謝 I
摘要 III
ABSTRACT V
目錄 VII
圖目錄 IX
表目錄 XI
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻探討 5
第一節 有機農業 5
第二節 有機農產品 8
第三節 計畫行為理論 22
第四節 消費者行為 30
第五節 消費者滿意度 31
第六節 消費者忠誠度 34
第三章 研究方法 37
第一節 研究架構 37
第二節 研究假說 38
第三節 研究變數操作型定義　 38
第四節 研究設計 45
第五節 資料分析方法 48
第四章 資料分析 53
第一節 前測說明 53
第二節 描述性統計分析 56
第三節 信效度分析 67
第四節 PEARSON相關分析 70
第五節 結構方程模型分析 72
第六節 研究發現 77
第五章 結論與建議 79
第一節 研究結果 79
第二節 結論 79
第三節 假說解釋與論述 81
第四節 研究貢獻 83
第五節 研究限制 84
第六節 研究建議與未來研究方向 84
參考文獻 87
附錄一 正式問卷 93

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