| Summary: | 碩士 === 國立中興大學 === 生物產業管理研究所 === 100 === With the economic development and the enhancement of standard of living, people in Taiwan have emphasized more on the safety of food and health that the organic agricultural products have attracted more attention from the consumers. Accordingly, the number of farmer markets and special shops that sell organic agricultural products only are growing. Establishing good relationship with customers is the key for any corporation that seeks sustainable development. However, one of the most important elements for corporation to establish good quality of relationship with customers is to create the maximum customer value for them.
Starting from the viewpoint of consumer value, this study aims to explore the effects of consumer value on relationship quality and future patronage intentions between different market channels (organic stores and farmers'' markets). The study also likes to understand the effects of value cognition generated when the consumers purchase organic agricultural products on consumers’ relationship quality cognition (satisfaction, trust and commitments) and patronage intentions.
The empirical results found that there were significant effects of perceived benefits and perceived cost on perceived values; in turn, perceived values would affect satisfaction and trust; and consumer satisfaction would also generate trust on the distributor and thus achieve the effect of commitment. After consumer commits, the behavior of patronage intentions would be generated to the distributor. The results may be a useful reference for organic agricultural products-related operators in managing their channels.
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