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題名 | 花蓮宜蘭地區消費者對超市吉園圃農產品再購意願之研究=Studies on the Customer Repeat Purchase Intention of Farmers' Association Supermarket for GAP Agricultural Products in Hualien and Ilan Counties |
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作者 | 劉興榮; | 書刊名 | 花蓮區農業改良場研究彙報 |
卷期 | 26 2008.12[民97.12] |
頁次 | 頁81-99 |
分類號 | 496.37 |
關鍵詞 | 認知價格; 企業形象; 再購意願; Perceived price; Corporate image; Repeat purchase intention; |
語文 | 中文(Chinese) |
中文摘要 | 本研究針對花蓮地區販售吉園圃生鮮蔬果之農會超市進行實證研究,除整合消費者所認知之整體影響再購意願之構念外,也針對在農會超市購買吉園圃生鮮蔬果的232 個消費者進行調查並利用SEM 整體結構模式加以分析。研究中除利用SEM 驗證方法證實有關認知價格、企業形象、服務品質、顧客滿意度、服務價值及再購意願等構念間之因果關係外,結果也發現吉園圃生鮮蔬果之農會超市在營運操作及通路管理上之重要管理意涵。 本研究分析結果顯示改善消費者所認知服務品質有助於提昇服務價值及滿意度,進而增進其再購意願,同時較佳企業形象亦是提高消費者再購意願之重要因素,因此吉園圃農產品超市不僅應致力於改進消費者所認知服務品質、認知價格及服務滿意度外,更應藉由提高消費者所認知之服務價值,並長期維繫良好企業形象,方能強化本身競爭優勢。 |
英文摘要 | This research adopted a hierarchical approach to consumer conceptualize Repeat Purchase Intention. The model was empirically validated with a survey of 232 customers of farmers' association supermarket for GAP agricultural products in Hualian District, utilizing a SEM analysis. We also demonstrated causal relationships between Perceived Price, Corporate Image, Perceived Service Quality, Customer Satisfaction, Service Value, and Repeat Purchase Intention by utilizing a SEM approach. These findings provide important implications for farmers' association supermarket for GAP agricultural products operation and channel management. The results of this study show that improving consumer awareness of Service Quality and will enhance the Service Value and Customer Satisfaction, and enhance their Repeat Purchase Intention, too. At the same time the important factor is that have a better Corporate Image is to improve the consumer's Repeat Purchase Intention. The farmers' association supermarkets for GAP agricultural products are not only committed to improving consumer awareness of the Service Quality, Perceived Price and Customer Satisfaction with the cognitive thought, but should by raising consumer awareness of the Service Value. and should maintain the good Corporate Image and strengthen their competitive advantage. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。