探索農夫市集品牌忠誠度之關鍵因素

本研究旨在探討農夫市集之品牌忠誠度關鍵因素，經文獻回顧後設計出研究架構，本研究於臺北花博農民市集、希望廣場農民市集抽樣，發放305份實體問券，經篩選剃除不適合者，共收回289份有效問卷作為研究樣本，回收率達94.75%。經統計分析後發現，本研究之結果如下：一、不同類型之認知價值對品牌的忠誠度影響不盡相同，而理性層面的知覺價值對品牌忠誠度的影響大於感性層面之知覺價值。二、消費情境會透過對滿意度作為中介因子，正向影響對該農夫市集品牌忠誠度。依上述之研究結果，再進行其他後續建議，以利未來研究者進行參考。

關鍵字

農夫市集；品牌忠誠度；消費者滿意度；消費情境；知覺價值；產品知識

並列摘要

The purpose of the study is to investigate the effect of key factors of brand loyalty in farmers market. In the study, samples were drawn from the Taipei Flower Expo Farmers Market and Hope Plaza Farmers Market, and 305 physical questionnaires were sent out. Afte Invalid questionnaires are removed, a total of 289 valid questionnaires were collected as research samples, and the response rate was 94.75%. After statistical analysis, the results of this study are as follows. First, Different types of perceived value have different effects on brand loyalty, while the impact of rational factors of perceived value on brand loyalty is greater than that of emotional factors. Second, the consumption situation positively affects the brand loyalty of the farmer's market through customer satisfaction as an intermediary factor. Based on the above research results, there are several suggestions provided for future researchers.

並列關鍵字

Farmers market ； Brand loyalty ； Customer satisfaction ； Consumption situation ； Perceived value ； Product knowledge

國際替代計量

探索農夫市集品牌忠誠度之關鍵因素

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