Study of the Repurchase Intention to Organic Food based on Theory of Reasoned Action

[[abstract]]With the gradual improved life quality, consumers pay more attention on daily food, especially after the splash news concerned with the dishonest merchandise on the market. Natural, organic food has been popular these recent years due to the fact that organic food does less harm to the nature environment. Based on Theory of Reasoned Action, this research focuses on the repurchase intention to organic food of the consumers. This thesis uses questionnaires to examine consumers’ purchase experience on organic food. The statistical techniques adopt descriptive statistical analysis, factor analysis, reliability analysis, and structural equation modeling (SEM). This research achieves five results. First of all, consumers’ purchase attitude is enhanced by perceived price. Second, consumers’ perceived value is enhanced by their purchase attitude. Furthermore, Consumers’ purchase attitude enhances their purchase intention. Fourth,subjective norms enhances consumers’ purchase intention. Last, the purchase intention enhances consumers’ repurchase intention. Above all, the effect based on the intention of purchasing organic food positively influences the intention of repurchasing organic food