近年來，由於食品安全事件層出不窮，所以有機食品市場快速成長。因此，洞悉消費者對於 有機食品之態度與購買意圖愈趨重要。同時，消費者特性亦被認為於本身對有機食品之態度 與購買意圖方面，扮演一個干擾角色。本計畫的目的為調查訊息框架可以如何有效的影響消 費者對於有機食品之態度與購買意圖，以及確認消費者特性於其中扮演之干擾角色。首先， 本計畫將會檢視過去相關文獻，以建立研究假說。再者，於研究方法方面，本計畫將執行一 個線上實驗，而且居住於台灣且超過 20 歲之國人將為本計畫之目標母群體。接著，本計畫 將採用分層抽樣方法以獲取有效的回應與檢定本計畫所提之假說。最後，依據實驗的結果， 本計畫期能貢獻予市場商人瞭解如何設計有效之行銷訊息，以增加消費者對有機食品之正向 態度與購買意圖。另外，本計畫亦期能貢獻予市場商人洞悉於設計行銷訊息時，為強化調節 契合對有機食品的態度與購買意圖之效果，消費者特性此干擾因子亦應被納入考量。 In recent years, the market of organic foods is growing rapidly because the events of food safety occur frequently. Thus, there is an increasing importance on insight into the consumer’s attitude and purchase intention towards organic foods. Meanwhile, the consumer’s characteristics are suspected of playing a moderating role in influencing own attitude and purchase intention towards organic foods. This project aims to investigate how messages frame could be effective in influencing consumers’ attitude and purchase intention towards organic foods, as well as identify the moderating role of consumer characteristics. First, this project will undertake a review of past literature to develop research hypotheses. Furthermore, in the area of research methodology, this project will conduct an online experiment and those who are above 20 years old in Taiwan are contained in the target population. A stratified sampling is conducted to obtain valid responses for the test of hypotheses. Finally, according to the experimental results, this project expects to contribute to the insight of marketers as regards how they can design marketing messages more effectively to increase consumer’s attitude and purchase intention towards organic foods. Furthermore, this project also expects to contribute to the insight of marketers as to that when they are designing marketing message, the moderating role of consumer characteristics (i.e. trust propensity and self-confidence) should be taken into consideration to strengthen the effects of regulatory fit on attitude and purchase intention towards organic foods.
