| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 97 === The modern people’s dietary concepts had changed in recent years, promote food companies invested more effort in product development and innovation to satisfy the modern people’s dietary concepts, including emphasize health, hygiene and keeping fit. Previous research had found that the purchase intention can be the index for decision of consumptions, but the purchase intention can’t explain why consumers repurchase. In this research, based on healthy foods, we explore the relationship between decision conflict, enterprise image, brand loyalty and repurchase intention through consumers’ perspective on healthy foods and expect this research can help the food companies understand consumers’ demand deeply. In our experiment, we employ the healthy food as questionnaires’ subject to test participants who has the experience of eating healthy foods.
According to our research, there are positive effects between decision conflict and repurchase intention, enterprise image and repurchase intention, brand loyalty and repurchase intention. Besides, our research also found that the brand loyalty had significant intermediary effect between decision conflicts and repurchase intention, but no significant moderate effect between enterprise images and repurchase intentions.
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