本研究針對購買過品牌包裝米的消費者為對象，並探討品牌形象、知覺價值、顧客滿意度與顧客忠誠度之間影響的關係，本研究共發放250份問卷，有效問卷回收率為85.2%。研究結果顯示：(1)品牌形象對知覺價值有正向顯著影響。(2)品牌形象對顧客滿意度有正向顯著影響。(3)品牌形象對顧客忠誠度有正向顯著影響。(4)知覺價值對顧客忠誠度有正向顯著影響。(5)知覺價值對顧客滿意度有正向顯著影響。(6)顧客滿意度對顧客忠誠度有正向顯著影響。(7)知覺價值對於品牌形象與顧客忠誠度之間存在部分中介效果。(8)知覺價值對於品牌形象與顧客滿意度之間存在部分中介效果。(9)顧客滿意度對於品牌形象與顧客忠誠度之間存在部份中介效果。 This research is purchased of consumers brand packaging rice as object, and to explore the brand image, perceived value, customer satisfaction and customer loyalty, this study questionnaires were distributed 250 effective response rate was 85%. In the study showed：(1) Brand Image is significantly affected to Perceived Value. (2) Brand Image is significantly affected to Customer Satisfaction. (3) Brand Image is significantly affected to Customer loyalty. (4) Perceived Value is significantly affected to Customer Loyalty. (5) Perceived Value is significantly affected to Customer Satisfaction. (6) Customer Satisfaction is significantly affected to Customer Loyalty. (7) Perceived value has part mediation effect between brand Image and Customer Loyalty. (8) Perceived Value has part mediation effect between Brand Image and Customer Satisfaction. (9) Customer Satisfaction has part mediation effect between Brand Image and Customer Loyalty.
