臺灣博碩士論文加值系統

近年來，有機商店在台灣蓬勃發展。企業如何留住舊有顧客具有重要性。關係連結有助於與顧客發展緊密關係。過去研究，關係連結鮮少用於食品零售業。關係連結的構面，多數研究採用財務性連結、社會性連結以及結構性連結。顧客在購物時能感知到零售店之功能價值與享樂價值。並且可透過再惠顧意圖以臆測顧客的未來行為。因此，研究目的為探討台灣有機商店採取不同的關係連結是否能使顧客感受到不同的顧客知覺價值，以增加顧客再次惠顧的意圖。
本研究採用量化研究方法。研究場域為有機商店，以曾經至有機商店的顧客為研究對象。問卷衡量採李克特7點尺度量表。共回蒐391份有效樣本。資料分析方法採用SPSS Statistics20版、與LISREL8.70版統計軟體，進行敘述性統計分析、信度分析、效度分析、驗證性因素分析，以及整體模型配適度與結構方程模型檢驗變項間的因果關係。本研究具有良好的信度、收斂效度、區別效度、結構模型配適度。
研究結果顯示，社會性連結對享樂價值有正向的影響關係。結構性連結對功利價值與享樂價值皆有正向的影響關係。功利價值對再惠顧意圖有正向的影響關係。享樂價值對再惠顧意圖有正向的影響關係。本研究探討不同關係連結帶給顧客不同的價值，以增加顧客再次惠顧的機會。希望此有助於有機商店業者在行銷方面能作為參考。

In recent years, organic retailer have been increasing in Taiwan. It is an important for organic retailer to retain original customers in highly competitive market. It will improve the relationship between corporate and customer with relationship bonds. Relationship bonds is rarely used in the literature of food retail industry. Many studies has used relationship bonds with three types of bonds (financial bonds, social bonds & structural bonds). In addition, if customers go shopping on the retailers, they will perceive utilitarian value and hedonic value. Furthermore, repatronage Intention is an indicator, which is predicted customer’s future behavior. Therefore, the purpose of the study was to examine that whether organic stores used different relationship bonds lead to different customer perceived value and increased repatronage intention.
The study is a quantitative research. Data were collected from customers who have been to organic stores. The items in the questionnaire were rated on a seven-point scale. Out of 391 were usable questionnaires. Data were analyzed using descriptive statistics analysis, reliability analysis, validity analysis, confirmatory factor analysis and structural equation modelling by SPSS and LISREL. The study scale has reliability, convergent validity and discriminant validity; and, the model fit indices of the model tested.
Results show that a significant and positive impact of social bonds on hedonic value. The effects of structural bonds on utilitarian value and hedonic value are positively significant. Both of utilitarian value and hedonic significantly positive impacts repatronage intention. The findings of the study provide for marketers of organic stores how to retain original customers through the three types of bonds and the two types of values. The study contributes to a theoretical understanding of factors that explain customers'' intention to patronize organic stores again.

第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第二章　文獻回顧 4
第一節　有機商店 4
一、零售通路 4
二、有機食品之零售通路 5
三、有機商店 6
第二節　關係連結 8
第三節　顧客知覺價值 14
第四節　再惠顧意圖 17
第三章　研究方法 18
第一節　研究架構與假設 18
第二節　研究設計 22
一、研究對象與抽樣方式 22
二、問卷編製 22
三、問卷預試 25
第三節　資料分析方法 26
一、敘述性統計分析 26
二、驗證性因素分析 26
三、效度分析 27
四、結構方程模式 27
第四章　資料分析與研究結果 28
第一節　樣本基本資料分析 28
一、樣本回收狀況 28
二、樣本基本資料分析 29
第二節　各構面敘述性統計分析 33
第三節　驗證式因素分析 38
一、量測模型配適度統計分析 38
二、信度分析 39
三、效度分析 40
第四節　結構模型與架構假說檢定 42
第五章　結論與建議 45
第一節　研究發現與討論 45
第二節　研究貢獻 46
一、學術貢獻 46
二、實務建議 46
第三節　研究限制與未來研究建議 48
參考書目 50
附錄一 58

1. 中文部分
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林銘洲（2013）。有機農業推動成果。農政與農情，249，45。
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許輔、黃鵬和楊大吉（2014）。我國與各國有機加工產業之發展策略。農政與農情，269，76。
陳歆怡（2012）。有機商店：販賣真情與健康。台灣光華雜誌，37（9），114-121。
董國昌（2007），台灣地區有機專賣店現況與發展趨勢。農政與農情，181，74。
蔡進發、林銘洲、李謀監與李瑞興（2006）。有機農產品消費者行為之研究。生物與休閒事業研究，4（2），16-38。
(3) 網路資源
楊鎮宇(2014年7月11日)。有機通路里仁店面破百家，年營業額突破十億。上下游News & Market新聞市集。取自：https://www.newsmarket.com.tw/
劉鳳招（2014年7月）。有機店「專賣」什麼？。有機誌，87，6-37。取自：http://ebook.hyread.com.tw/bookDetail.jsp?id=53148

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(3) Others
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