| Summary: | 碩士 === 南華大學 === 企業管理系管理科學碩博士班 === 101 === This study aims to understand the relationship among product perceived value, product association, product knowledge and customer satisfaction to repurchase intention. Using Taiwan domestic high mountain tea as the study object and based on quantitative survey as the research method. 300 copies of questionnaire were distributed to people from Fujian province, mainland China. As a result, 81 copies were eliminated leaving 219(70%) valid questionnaires. The data analysis is divided into basic analysis and overall model analysis. The software SPSS12.0 was used to basic analysis, including descriptive statistics analysis, reliability analysis, factor analysis. The software AMOS18.0 was used to overall model analysis, including confirmatory factor analysis and hypothesis validation. It was found that besides “perceived value”, all the other variables had significant positive influence on the behavior intentions.
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