依本研究動機與目的,以曾購買過有機農產品之消費者為研究主體,採問卷調查方式與統計軟體SPSS 20.0、AMOS 20.0進行實證分析。此間,本研究旨在以品牌形象、關係品質及關係價值五構面,以結構方程模式驗證有機農產品品牌形象、關係品質、關係價值影響消費滿意度與消費者忠誠度模式之適合度及其潛在變數間之影響關係。 研究結果顯示,本研究藉由品牌形象、關係品質、關係價值來建構有機農產品消費者消費滿意度與忠誠度之衡量模式,可以用來解釋與預測消費者品牌形象、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間之直接與間接效果之交互影響關係,其中以品牌形象對關係品質、關係價值、消費者滿意度與消費者忠誠度之影響程度最高。最後,本研究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之參考。
With the research motivation and purpose, the study is subject based on questionnaire survey given to consumers who bought organic products and using, software SPSS20.0 and AMOS20.0 statistical analysis. Here, this study aims to research for Brand Image, Relationships Quality and Value, onsumer satisfaction and Loyalty, by experiment the suitable wayfor the five structural relationships, affecting the latent variables. The study outcome relying on the brand image, relationship quality and value constructing consumers satisfaction and loyalty in organic agricultural products, can be use to explain and predicted to the direct and indirect interrelationships effecting the five structural relatianships. Finally, the findings furtherly mention the marketing management implication, specific feasible recommendations in organic agricultural products and government related counseling units in the planning and implementation of the references.