本研究依研究動機與目的,以合樸農學市集消費之消費者為受訪對象,並以問卷調查方式與LISREL統計程式軟體進行實證分析,本研究旨在瞭解整合行銷傳播工具類型影響消費者行為意圖與再購意願之模型,以結構方程式模式驗證探討此模型適合度與理論潛在變數間之關聯性。 研究結果顯示,本研究建構之整合行銷傳播工具類型影響消費者行為意圖與再購意願模式可以用來解釋與預測合樸農學市集消費情形,也可解釋與預測對整合行銷傳播工具類型、顧客滿意度、行為意圖、再購意願之交互影響關係,最後,根據研究發現進一步提出管理與學術意涵及建議。
In accordance with the research motivation and objectives, questionnaire was designed and sent to the members of customer in Hopemarket, besides the research was by random sampling and analyzed by the LISREL statistical software package, Based on types of integrated marketing communication affect behavioral intention and repurchase intention model, the study used the structural equation modeling (SEM) technique to test and investigate the fitness between this model and their correlation with the variables of theoretically potentials. The research results show that the established of the types on integrated marketing communication affect behavioral intention and repurchase intention model could be used to explain and predict the Consumer in Hopemarket. It could also be used to explain and predict the reciprocal effect between types on integrated marketing communication, customer satisfaction, behavioral intention and repurchase intention.By the results, the research was advanced managerial , academic implications, suggestions.