The main purposes of this study were to explore the influence on service quality, perceived value, and behavioral intention of consumers. The participants in this study were consumers of SANTA CRUZ Organic Stores in Hualien City .The study was conducted through the questionnaire-survey method on Convenience Sampling. The collected data underwent positive analysis via SPSS17.0. The main results are as follows: 1. Consumers mainly base on married. middle-aged women.they have stable source of income and higher education,and they mainly buy organic fruits, vegetables and grains.they have lower purchase frequency,and their purchase time is not fixed.they are satisfied with safety and quality of organic produce. 2. Service quality and perceived value have positive influence on behavioral intention of organic produce shop consumers. Based on the research findings, the suggestions to the SANTA CRUZ Organic Stores in Hualien City are as follows: The marketing industry of organic produce in Hualien city should take service quality and perceived value into consideration when managing strategies in accordance with the characteristics of the consumers, which contributes to the market segmentation and the positioning of organic produce to enhance the behavioral intention ,and then increases managing performance.