探討顧客知覺價值、滿意度、忠誠度、品牌偏好對台灣品牌豬肉再購意願之影響

This research focused mainly on the exploration of consumers’ repurchase intention about Taiwan branding pork with respect to the effect between the value perception, customer satisfaction, customer loyalty, brand preference and repurchase intention. The study subjects must be someone who have purchased one of the 28 Taiwan branding pork before. The questionnaires were sent through the Internet, and 318 of them were valid for further analysis. Study methods include descriptive statistics, analysis of reliability and validity and SEM analysis. Following are the results of this research: Based on the consumers’ views about Taiwan branding pork, the perceived quality and perceived price had significantly positive effect on the value perception, and the value perception had significantly positive effect on the customer satisfaction and brand preference. The customer satisfaction had significantly positive effect on the customer loyalty and repurchase intention. The customer loyalty had significantly positive effect on the brand preference, and the brand preference had significantly positive effect on the repurchase intention. All hypotheses of this research were supported. Finally, this research had made some suggestions as references for academic and practical situation.