98 1

1/1

97 1 / ,,, (,)

(,) (,) ()

90/11/09 -ZH10027-01

98 1

i

-

73

, SPSS for Windows 12.0

ii

iii

------------------------------------------------------------ i

----------------------------------------------------------- ii

---------------------------------------------------------- iii

------------------------------------------------------------ v

----------------------------------------------------------- vi

1. ------------------------------------------------------------ 1

1.1 --------------------------------------------------- 1

1.2 --------------------------------------------------- 2

1.3 --------------------------------------------- 2

1.4 --------------------------------------------------- 3

1.5 --------------------------------------------------- 3

2. --------------------------------------------------------- 5

2.1 --------------------------------------------------- 5

2.1.1 --------------------------------------- 5

2.1.2 ---------------------------------- 7

2.1.3 ------------------------------------ 7

2.1.4 ------------------------------- 9

2.1.5 ------------------------------- 10

2.1.6 ------------------------------- 11

2.2 ------------------------------------------------ 13

2.3 --------------------------------------------------- 15

2.3.1 ------------------------------------- 15

2.3.2 ------------------------------------- 16

2.3.3 ------------------------------------- 17

2.3.4 ------------------------------------- 18

2.4 ------------------------------------------------ 18

2.4.1 ----------------------------------- 18

2.4.2 ----------------------------------- 22

2.5 ---------------------------------------------- 24

3. -------------------------------------------------------- 35

3.1 -------------------------------------------------- 35

3.2 -------------------------------------------------- 35

3.3 -------------------------------- 38

3.4 -------------------------------------------------- 38

3.5 -------------------------------------------------- 39

3.6 ---------------------------------------------- 40

iv

4. -------------------------------------------------------- 42

4.1 ---------------------------------------------- 42

4.2 ------------------------------------------------ 45

4.3 ------------------ 46

4.4 ------------------------------------------------ 49

4.5 ------------ 55

4.6 -------------------------------------------- 56

4.7 -------------------------------------------------- 58

5. ------------------------------------------------------ 59

5.1 ------------------------------------------------------ 61

5.2 ------------------------------------------------------ 62

------------------------------------------------------------ 64

--------------------------------------------------------------- 70

v

2-1 -------------------------------------------- 21

2-2 ------------------------------------------ 23

4-1 ------------------------------------------ 40

4-2 ------------------------------------------ 41

4-3 ------------------------------------------ 41

4-4 ------------------------------------------ 42

4-5 ---------------------------------- 42

4-6 ------------------------------------------ 43

4-7 ------------------------------------------ 44

4-8 ------------------------------------------ 45

4-9 --------------------------------------------- 46

4-10 ----------------------------------- 47

4-11 ----------------- 48

4-12 ----------------- 49

4-13 --------------- 50

4-14 ----------------- 51

4-15 --------------- 52

4-16 --------------- 53

4-17 ------------- 54

4-18 --------- 55

4-19 ----------------------------------------------- 56

vi

1-1 --------------------------------------------------- 4

3-1 -------------------------------------------------- 35

1

1.

1.1

2

Dick and Basu(1994)

Chaudhuri(1999)

(Mitchell and Boustani,1993)

1987

1.2

1.

2.

3.

4.

1.3

3

1.4

SPSS for Windows 12.0

(ANOVA)

1.5

1-1

4

1-1

5

2.

2.1

2.1.1

Wikipedia

(http://en.wikipedia.org/wiki/Organic_farming)

()(

)(2004)

CAS CAS

:

6

1. :

2. :

3. :

4. :

5. :

6. :

7. :

(National Organic Standards Board)

(An ecological production management system that promotes and enhances biodiversity,

biological cycles , and soil biological activities )

( FAO)

(2002)

7

(organic agriculture products)

()

(2001)

2.1.2

1.

1980

2.

1998

3.

2.1.3

8

1.

2.

3.

4.

5.

6.

()

9

AB

CDE

2.1.4

1. (Mokich Okada International AssociationMOA)

1990 MOA

MOA

MOA

MOA

1996

MOA 2000

2005 296

2. (Tse-Xin Organic Agriculture Foundation

TOAF)

1997

2003

10

2006

2006

3. (Taiwan Organic Production Association,TOPA)

(TOPA)

4. (Taiwan Formosa Orfanic Association,FOA)

2002 FOA COAA

FOA 2006

FOA

2006 19

5. (Chinese Organic Agriculture Assocition,COAA)

1997 5 COAA

2.1.5

1986

11

1986

1990 MOA

19972000

2.1.6

1.

1924 1941

1990

12

(AGOEL)(SOEL)

(IFOAM)

1991

1999 12

2.

1973 ( CCOF)

1990 ( NOSB)

1997 IFOAM ( IOAS)

2002 10

3.

1935

1980

1985

13

( MOA)

1987

1992 12

2000

6

2.2

brand recall(brand recognition)

Keller, 1993

productcategory

Keller1993

(1)

(2)

(3)

(4)

14

Kamins and Marks1991

Signal

Biswas1992

Reference price advertisement

Aaker(1991)

Hoyer and Brown(1990)

Keller(1993)

Laurent Kapferer and Roussel(1995)

Asker(1996)

()

(1)

(2)

15

(3)

Aaker(1996)

Sammiee(1994)

2.3

2.3.1

"

"""""

""

""""

""

16

"

"""" "

IP Product Identity

12

3

""

2.3.2

17

2.3.3

1.

2.

3.

1.

2.

""

3.

4.

1. --

""

2.

--

18

3.

--

4. "

"--

2.3.4

1. PI

2.

3.

2.4

2.4.1

Jacoby and Kyner(1973)

19

Selnes (1993)

Mowen(1995)

Griffin(1996)

Bhote(1996)

Oliver,Rust and Varki(1997)

Bowen and Shoemarker(1998)

Oliver (1999)

cognitive loyalty

.affectiveloyalty

cognitive loyalty

action loyalty

Bove and Johnson (2000)

20

Fredericks et

al.(2001) (share of customer)

Lee and

Cunningham(2001)

21

2-1

Day 1969

Selnes 1993

Dick&Basu 1994

Jones&Sasser 1995

Griffin 1995 4

Bhote 1996

Oliver 1997

Smith 1998

22

2-1()

Allen et al 1998

Oliver 1999

Reichheld &

Schefter

2000

Frederick 2000

Lee &

Cunningham

2001

Amy&Amrik 2003 (1).(2).

2.4.2

Jacoby(1971)

Stum and Thiry(1991)

Fornell(1992)

2-9

23

2-9

Fornell(1992)

Jones & Sasser(1995)

Griffin(1997) (1)(2)

(3)(4)

Gronholdt Martensen

& Kristensen(2000)

(1)

(2)(3)(4)

()

Ganesh et al.(2000)

Bowen & Chen(2001)

Ingrid(2004)(1)

(2)(3)

Gansh et al.(2000)

20/80 80% 20%

24

2.5

1995

Oneway ANOVAScheffes Test

Reward

(1996)

()(

)

T

;

;

(1996)

25

(1999)

3()*2()*5()*2(

) 60 6

;

;

;

(1999)

SAS/STATISTICS Statistical Package for the

Social ScienceSPSS

2000

cronbach T-testScheffes Test

26

(2002)/

//

/

pair-comparsion

2002+

STATISTICA5.5Analysis

of Variance,ANOVAT Scheffes

27

(2002)

()(Nike

Reebok)(LISREL )

;

();

;

(2003)

(2003)

T logistic

regression

28

(2003)

;;

(2003)

2004

(2004)

()()

29

SPSS11.5 for Window

(2005)

SPSS AMO

SEM

(2004)

SPSS

(2004)

T LISREL

30

(2004)

2

*2 90% 70%

*2

(2005)

2(/)*2(/)

//

/

31

(2005)

2*2*2

(2005)

(2005)

MP3(SEM)

MP3

32

2006

(2006)

18

SPSS10.0

2006

SPSS10.0

33

LISREL8.0

(2006)

(1)(2)

(3)

(4)

(2006)

SPSS

Chonbachs Pearson t

(2006)

2(show girl mild

ertoicanon-mild erotica)*2(()

i-pod

show girl (1)show girl

34

(2)show girl

(3)show girl

35

3.

3.1

3-1

3-1

H1

H2

H3

36

3.2

4 :

1.

Keller(2001)

Keller(1993)

Aaker (1996,1997) Keller(1993,2001)

;

1:

2.

Kamins and Marks(1991)

Dick and

Basu(1994)Sammiee(1994)

Aaker and Keller(1990)

;

;

(Hoyer&Brown,1990)

37

2:

3.

Parker(1973)

Sirgy and Samli(1985)

Bloemer and Ruyter(1998)

Grewal, Krishnan, Baker and Borin(1998)

Zins(2001)

Chang and Tu(2005)

Gensch(1978)

Romaniuk and Sharp(2003)

(2005)(2005)

(2005)(2006)(2007)

( 91)

3:

4.

(Aaker,1997)

Richardson, Dick and Jain(1994)

(Keller,2001)

38

4:

3.3

1989

1.

brand recall(brand recognition)

Keller, 1993 Keller(1993)

Kim et al.(2003)

2.

Aaker(1996)

()

Aaker(1996)

3.

Griffin200212

3

Likert

39

3.4

()

(Likert)

3.5

2008 3 16 4 16

1

500

6 494

98.8%

40

3.6

SPSS for Windows 12.0

(ANOVA)

1.(Descriptive statistic):

2.(Reliability Analysis):

Cronbach Alpha

0.7 0.35 0.7

0.35

3.(Construct Validity):

(Validity)

content validitycriterion-related validity

construct validity

;criterion-related validity

;

4.(One-way ANOVA Analysis):

5.

Pearson

41

4.

SPSS12.0

4.1

1.

(50%)(50%)

4-1

4-1

() (%) (% )

247 50.0 50

247 50.0 100

494 100 100

:

2.

21-3031-40

71.9%4118.9%4-2

42

4-2

() (%) (% )

20() 46 9.3 9.3

21-30 241 48.8 58.1

31-40 114 23.1 81.2

41-50 67 13.6 94.7

51 26 5.3 100

494 100 100

:

3.

()(61.

3%)()(23.9%);(2.8%)4-3

4-3

() (%) (% )

59 11.9 11.9

() 118 23.9 35.8

() 303 61.3 97.2

14 2.8 100

494 100 100

:

4.

(31. 4%)

(23.9%)(23.3%)4-4

43

4-4

() (%) (% )

155 31.4 31.4

118 23.9 55.3

115 23.3 78.6

9 1.8 80.4

14 2.8 83.2

83 16.8 100

494 100 100

:

5.

20000-4000046%

2000032.2%4-5

4-5

(:) () (%) (% )

20000 159 32.2 32.2

20001-40000 227 46.0 78.1

40001-60000 78 15.8 93.9

60001-80000 19 3.8 97.8

80001 11 2.2 100

494 100 100

:

6.

(64.2%)(35.8%)4-6

44

4-6

() (%) (% )

317 64.2 64.2

177 35.8 100

494 100 100

:

4.2

1.

Cronbach Alpha

0.7 0.350.70.35

Cronbach

4-7Cronbach

0.846Cronbach 0.835Cronbach 0.883

0.8350.883

4-7

Cronbach Alpha

0.846

0.835

0.883

45

2.

()

4.3

(Likert-type scale)

12

345

1.

4-83.053.74

3.49(3.74)

(3.05)

46

4-8

3.44 0.95

3.68 0.83

3.05 1.01

3.31 1.00

3.44 0.92

3.74 0.92

3.64 1.02

3.63 0.90

3.49

151234

5

2.

4-92.833.923.46

3.92

2.83

47

4-9

3.50 0.80

3.92 0.71

3.84 0.78

2.83 1.04

3.14 0.90

3.00 0.98

3.91 0.85

3.54 0.94

3.46

151234

5

3.

4-103.243.68

3.49(3.65)

(3.24)

48

4-10

3.65 0.81

3.47 0.90

3.68 0.80

3.24 0.98

3.42 0.88

3.49

151234

5

4.4

(ANOVA)

LSD

(One-Way

ANOVA)

1.

4-11

49

4-11 T

(n=247)

(n=247)

F

3.5223 3.6275 0.074

(0.786)

3.4494 3.5870 1.242

(0.266) 2>1

3.3725 3.4980 0.752

(0.386) 2>1

1F( )P

212

2.

2021-3031-4041-5051

4-12

(F=2.052

P=0.070

50

4-12

20

(n=46)

21-30

(n=241)

31-40

(n=114)

41-50

(n=67)

51-60

(n=26)

F

3.761 3.506 3.588 3.642 3.652

1.276

(0.273)

3.565 3.478 3.597 3.478 3.565

0.598

(0.701)

3.630 3.361 3.404 3.522 3.696

2.052

(0.070) *

1>2

5>2

1F( )P

2*P

51

4-13

(n=59)

(n=118)

(n=303)

(n=14)

F

3.7451 3.6356 3.5182 3.7857

1.912

(0.107)

3.5882 3.6186 3.4752 3.5

1.355

(0.249)

3.4706 3.5678 3.363 3.7857

2.59

(0.036)**

3>4

5>4

1F( )P

212345

3***P

52

4-14

(n=155)

(n=118)

(n=115)

(n=9)

(n=14)

(n=83)

F

3.4645 3.5169 3.6783 3.6667 3.6429 3.6842

1.706

(0.118)

3.4581 3.5593 3.6174 3.1111 3.4286 3.50001.253

(0.278)

3.2839 3.3559 3.6087 3.3333 3.6429 3.5658

3.161

(0.005)**

3>1

7>1

3>2

7>2

1F( )P

2123456 7

3***P

53

54

4-15

2000

(n=159)

20001-

40000

(n=227)

40001-

60000

(n=78)

60001-

80000

(n=19)

80001

(n=11)

F

3.5912 3.4978 3.7051 3.5789 4.2500

2.634

(0.023)**

5>1

3>2

5>2

5>3

5>4

3.5346 3.4670 3.6154 3.4737 4.0000 1.720

(0.128)

3.4151 3.3877 3.5128 3.6316 4.1250

2.335

(0.041)**

5>1

5>2

5>3

1F( )P

21234562000020001-40001

40001-6000060001-8000080001-100000100001

3***P

55

4-16 T

(n=317) (n=177)F

3.5174 3.6780

0.708

(0.401) 2>1

3.4606 3.6215

0.661

(0.417) 2>1

3.3502 3.5876

1.819

(0.178) 2>1

1F( )P

21 2

4.5

Pearson

4-17

56

4-17

0.611** 0.650**

0.569**

**p

57

4-18=0.651=0.291

F=56.350Adj R2 =0.473

p

58

4-18

T T T

0.045 0.888 0.079 1.568 0.022 0.455

-0.028 -0.781 -0.024 -0.682 -0.021 -0.610

0.032 0.857 0.016 .0420 0.028 0.767

0.019 1.456 -0.028 -2.223 0.027 2.173

0.002 0.074 0.001 0.028 0.002 0.069

0.168 2.300 0.127 1.759 0.131 1.866

0.651 18.260*** 0.592 16.851*** 0.479 11.122***

0.291 6.599***

R2 0.435 0.386 0.482

Adj R2 0.427 0.377 0.473

F 53.330 43.650 56.350

P 0.000 0.000 0.000

1***p

59

4.7

pearsonBaron and kenny(1986)

144-191

23

4

4-19

1

2

3

4

60

5.

1. (50%)(50%)

21-30 31-40 71.9% 41 18.9%()(61. 3%)()(23.9%);(2.8%)(31. 4%)(23.9%)(23.3%) 20000-40000 46%2000032.2%(64.2%)(35.8%) 2.

Cronbach

Cronbach0.846

Cronbach0.835Cronbach0.883

0.8350.883

3.

3.053.743.49

(3.74)

(3.05)

2.833.923.46

61

3.92

2.83

3.243.683.49

(3.65)

(3.24)

4.

()

20 21-30 20

51-60 21-30

51-60 21-30

;

62

5.

Baron and Kenny1986

6.

5.1

63

5.2

WTO

1.

2.

3.

64

1.

1. 2006,-

2. 2002,:

-

3. 1999,

4. 2004,

5. 2003,-

6. 2005,

-

7. 2006,

-

8. 1999,

--

9. 2005,

-

10. 2002,

11. 1999,

-

12. 2003,-

-

65

13. 1994,-

14. 2006,

--

15. 1996,-

16. 2003,-

17. 2004,--

-

18. 2004,-

19. 2006,

-

20. 2004,-

3C

21. 2003,-

-

22. 2005,-

23. 2002,-

-

24. 2005,

25. 2004,-

26. 2006,-

66

27. 1996,-

28. 2006,-

29. 2005,

-

67

2.

1. Chen Pai-Wei (2005) The Effect of Variety Sales Promotion to Consumer Perceived

Value and Purchase Intention- In The Tourist Industry

2. Chen, Po-Chen (2003) The Influence on Consumers' Behavior by Department Store's

Premium Promotion with Department Stores in Taipei as Example

3. CHIA - HSIEN CHU (2000)The Influences of Promotional AdvertisingBrand

Image and Consumers Shopping Orientation on Advertising Effect

4. Chiu Tsung Hsiung 2005The Impact of Service Quality and Promotion Strategy

on Customer Value and Purchase Intent for E-Shop

5. CHUNG-HSING CHI(2002) Effects of Promotion Type on Brand Conative Attitude:

the Moderating Role of Brand Image and Brand Loyalty

6. Daniel(2006) The Relationship among Promotional instrument, Brand image,

Consumer Decision-making styles and Purchase intention.

7. Fang-Ying Hsu( 2002)

8. Fu-Mei Chen(2002) A Study of the Relationship among Brand Equity, Promotion

Type and Promotion Effect A Case Study on Sneakers and Toilet Paper

9. Hsiang-Mei Chang(2004) The Moderating Effect of TV Shopping/Online Shopping

on the Consumers Purchasing Intention of Different Promotion Types and

Promotion Situations

10. Hsueh-Fang Hsu 2003Promotion and Brand Evaluation in Different Price-Quality

Tiers-A Case Study on Hotel in Tai-an Spring Area

11. Hung Yu- Hsiang(2006) A Study of Relationship with the Effects of Discount depth,

Brand Awareness, the Process of Customer Perception on Product and Purchase

Intention

12. Hung, Yen-Yen 1999A Study of the Influence of Country of Origin, of Fashion

68

Knowledge and Promotion Price Sebsitivity on Consumer Buying Attitude - A Case

Study of Imported Woman''s Wear

13. Jan-Ru Shiu(1996) The Ifluence of Non-price Promotion on Consumers'''' Price

Perception

14. Kai-Chieh Chan(2005) The Influences of Price Promotion, and Celebrity

Endorser on Brand Equity and Willingness to Purchase

15. Liu, Shin-Yi (1996) The Effect of Coupon Advertising on Consumers

16. Mai-Yi Wang (2006)The effects of monetary promotion on the consumers prices

perception: Consumer personality and purchase involvement as nuisance variables

17. Nai-Chi Yeh (2004) The Effect of Cash Rewards on Unplanned Buying

18. Po-Sheng Cheng 2005The Effects of Price Promotion, Brand Familiarity, and

Consumers Perceived Benefits of Sale Promotion on Brand Evaluation A Case of

Convenience Chain Store in Taipei City

19. Shih Feng Chang (1995)A Study of Consumer''s Preferences Toward Various

Promotion Programs

20. Shin-Ying Chou (2003) The study of the effects of premium promotion types on the

perceived value and purchase intention of consumers

21. Sun, Chih-Chieh (2000)The Impact of Perceived Advertising Spending and Price

Promotion on Brand Equity : The Moderating Effect of the Perceived Risk

22. Tien-Tsu Liu 2006The Influence of Brand ImageService Quality and Sales

Promotion on Consumers Purchasing Behavior The case of gas stations

23. Ti-Fan Hu(2006) The Effects between Normal Discount and Gift Promotion with

Brand Awareness on Internet Consumers Purchase Intentions-Wireless Telephone

as Research Example

24. Tsai, Po-Ya (2006)The Effect of Show Girl in The Form of Mild Erotica & Product

69

Class on Promotion Activities

25. Wei-I Chang(2003) A Study of Promotion Type,Consumer Attitude toward the

Promotion and Purchase IntentionAn empirical study of Resort Hotels

26. Wu Ching-Yu (2004)The Effect of Consistency and Distinctness of Price Promotion

on Purchase Behavior

27. Ya-Ling Huang (2004) Consumer Purchase Willingness Under Time-limited

Promotions

28. Yen-Fang Chen 2004The Effects of Price Promotion, Perceived Value and Store

Image on Consumers Purchase Intention A Case of 3C Chain Home Appliances

in Greater Taipei

70

-

71

!!

1.

2.

3.

4.

5.

6.

7.

8.

72

1.

2.

3.

4.

5.

6.

7.

8.

1.

2.

3.

4.

5.

73

1.

2.

3.

4.

5.

1. (1) (2)

2.

(1)20 (2)21-30 (3)31-40

(4)41-50 (5)51

3.

(1) (2) (3)

(4)

4.

(1) (2) (3)

(4) (5) (6)

5.

(1)20,000 (2)20,001-40,000 (3)40,001-60,000

(4)60,001-80,000 (5)80,000

6.

(1) (2)