品牌形象、關係品質、關係價值影響消費者滿意度與忠誠度模式之研究－以新北市有機農產品消費者為例

The Study of Brand Image, Relationship Quality, Relationship Value Influenced Consumer Satisfaction and Loyalty - A Case of New Taipei City Organic Agricultural Products Consumer

黃蘭茜(Lan-Chien Huang)；吳沂貞(Yih-Jen Wu)；蔡雯潔(Wen-Chieh Tsai)；林豐瑞(Feng-Jui Lin)

品牌形象 ； 關係品質 ； 關係價值 ； 消費者滿意度 ； 消費者忠誠度 ； Brand image ； Relationship quality ； Relationship value ； Consumer satisfaction ； Consumer loyalty

農業經營管理年刊

19期（2013 / 12 / 01）

32 - 58

繁體中文

本研究依研究動機與目的，以新北市有機農產品消費者為研究主體，針對現場購買有機農產品之消費者以便利抽樣法進行抽樣，有效回收問卷109份，回收率94.78%，以問卷調查方式、SPSS 20.0與AMOS 20.0統計分析軟體進行實證分析。此間，本研究昌在以品牌形象、關係品質及關係價值構面，以結構方程模式分析驗證與有機農產品消費者滿意度及消費者忠誠度之適合性及其潛在變數問之影響關係。研究結果顯示，消費者在有機農產品之品牌形象、關係品質、關係價值、消費者滿意度與消費者忠誠度等五構面具有直接與間接效果之交互影響，可辨別出彼此間之影響程度。其中消費者滿意度構面以品牌形象之影響效果最大；而，消費者忠誠度構面以消費者滿意度影響效果最大。最後，依研究結果進一步提出可能的行銷管理意涵，並提出具體可行之建議，供有機農產品業者及政府相關輔導單位在規劃與執行上之參考。

This study is complying with its research motivation and purpose. The research object is organic agricultural products consumer in New Taipei City. As subject of consideration questionnaire survey are given to site consumers whom had bought organic products for easy method of sample processing, 109 valid questionnaires, a return rate of 94.78%, by questionnaires research way and used SPSS 20.0 and AMOS20.0 software statistical analysis. Here, this study aims to research for Brand Image, Relationships Value and Relationships Quality, by experimental verification the validation in structural equation suitable for consumer satisfact ion and consumer loyalty in organic agriculture products and affect the relationship between the latent variables. The study outcome indicate, that this study is rely on brand image, relationship value and relationship quality to construct the measurement model in consumer satisfaction and consumer loyalty with the relationship between the five dimensions of direct and indirect effect in turn of interrelationships in organic agriculture products, can be used to explain and predict consumer brand image, relationships value, relationships quality, consumer satisfaction and consumer loyalty the relationship between the five dimensions of direct and indirect effect at the turn of interrelationships. Among them, brand image most influential effect of consumer satisfaction, consumer satisfaction most influential effect of consumer loyalty. Finally, in this study according to the findings the research may further mention the marketing management implication also mention specific feasible recommendations in organic agriculture products and government related counseling units in the planning and implementation of the references.

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