| Summary: | 碩士 === 臺北市立大學 === 人文藝術學院國民小學教師在職進修公民與社會教學碩士學位班 === 105 === The purpose of this study is to explore the relationships among brand image, customer loyalty, perceived value, and customer repurchase intentions, in order to observing the consumption phenomenon of cast-iron pots. According to the research framework summarized from the related literature and empirical research, brand image, customer loyalty and perceived value are the factors that affect customer repurchase intentions. In this study, a questionnaire survey was carried out on the members of different associations of cast-iron pots on Facebook, who have purchased and used cast-iron pots. 403 valid questionnaires were collected, which was analyzed by statistical software SPSS 22.0 and AMOS 21.0. The statistical methods included descriptive statistics, t test, one-way ANOVA, Pearson’s correlation and structural equation modeling (SEM) to test the hypothesis and to establish the causal relationships among factors. The conclusion of this study was summarized as following:
1.The consumer’s awareness of brand image and perceived value of cast iron-pots showed significant direct effects on customer repurchase intentions. It means that when the consumer’s awareness of brand image and perceived value is higher, the degrees of customer repurchase intentions are also higher.
2.The consumer’s perceived value of cast-iron pots showed significant direct effects on their customer loyalty. It means that when the consumer’s perceived value was higher, the degrees of customer loyalty were also higher.
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