農夫市集消費行為與生活型態、服務品質認知對忠誠度影響之研究－以希望廣場為例

The Influence of Consumer's Behavior, Life-Style and Service Quality Perceptions on Customer Loyalty of Farmers' Markets-A Case Study of Hope Farmers' Market

楊雅棠(Ya-Tang Yang)；張媛婷(Yuan-Ting Chang)；王則勛(Tse-Hsun Wang)；呂哲演(Zhe-Yan Lu)；潘韻筑(Yun-Jhu Pan)；蘇萱芳(Syuan-Fang Su)

農夫市集 ； 希望廣場 ； 消費者行為 ； 服務品質認知 ； 消費者忠誠度 ； farmers' market ； Hope Farmers' Market ； consumer behavior ； service quality perceptions ； customer loyalty

致理學報

34期（2014 / 07 / 01）

299 - 341

繁體中文

本研究從農夫市集之消費者角度，探討農夫市集之消費者行為、服務品質認知及生活型態與對市集之忠誠度等影響。研究對象主要以農夫市集中較具規模且定點、常態性展售之台北希望廣場之消費者為調查對象，並於102年6月15日至7月21日止，進行問卷調查，採用實地面訪方式進行，計發放882份，有效樣本數749份，有效回收率84.92%。資料分析方法主要運用敘述性統計分析、因素分析、獨立樣本T檢定、卡方檢定、單因子變異數分析（ANOVA）及迴歸分析等分析方法，進行資料之統計分析。最後，針對本研究問卷調查分析及結果發現，提出對希望廣場集農夫市集營運之建議，以提升顧客忠誠度進而增加農夫市集之知名度、利潤與永續經營。

This research explores the influence of life-style and service quality perceptions on customer loyalty of farmers' markets from the viewpoint of consumer perceived. A survey was carried out to investigate consumers of Hope Farmers' Market. The data were collected through convenience sampling from June to July 2013. A total of 749 questionnaires were returned out of 882 distributed questionnaires; a response rate of 84.92%. The data analysis adopted descriptive statistics, confirmatory factory analysis, reliability, validity, t-test, one-way ANOVA and regression analysis in this study. Finally, recommendations on the operations of farmers' markets are proposed based on the survey analysis and findings of this research in the aims to increase the customer loyalty, and in turn, increase the markets' profile, profit and sustainable business.