本研究目的為探討產品涉入、消費者信任對有機產品知覺價值及購買意願之關聯性及消費者信任與知覺價值在其他變項的中介效果。本研究採問卷調查法，問卷發放採便利性抽樣，對象為購買過有機產品的消費者為研究對象，問卷共發放275份，有效問卷共計263份，有效回收率達95%，回收後運用SPSS軟體作為統計分析工具，進行研究假設之檢驗。研究結果發現：(1)產品涉入對信任、知覺價值與購買意願具有顯著正向影響；(2)消費者信任對知覺價值與購買意願具有顯著正向影響；(3)知覺價值對購買意願具有顯著正向影響；(4)消費者信任對產品涉入、知覺價值與購買意願之間具有部分中介效果；(5)知覺價值於產品涉入、消費者信任與購買意願之間具有部分中介效果。 The purpose of this research is to explore the relevance of the product involvement, consumer trust, perceived value and purchase intention and the intermediary effect of trust and perceived value in other variables. In this research, we used the questionnaire survey method, the questionnaire to take the convenience of sampling, and the consumers who purchased organic products were surveyed, questionnaire issued a total of 263, a total of 263 effective questionnaires, the recovery rate of 100%, SPSS software was used as a statistical analysis tool after the recovery, and the numerical results in order to verify the hypothesis. The resulting conclusions: (1) Product involvement has a significant effect on trust, perceived value, and purchase intention. (2) Trust has a significant effect on perceived value and purchasing intention. (3) Perceived value has a significant positive effect on purchase intention. (4) Trust has a significantly partial mediation effect on the relationships between product involvement, perceived value and purchase intention. (5) Perceived value has a significantly partial mediation effect on the relationships between products involved, trust and purchase intention.
