| Summary: | 碩士 === 國立中興大學 === 國際農學研究所 === 99 === Agricultural cooperative is a collective economic organization established by members who share common demands and interests. Since the human factors in agricultural cooperative are very important for its success, the purpose of this study is to propose and test a model of members’ loyalty in agricultural cooperative in Vietnam. Within the model, members’ loyalty and its relationships among knowledge, perception, satisfaction and participation of members is examined. This study found that the loyalty of members is significantly influenced by members’ knowledge, perception, satisfaction and participation directly or indirectly. Additionally the results shown that the duration of membership, percentage of vegetables sold via cooperatives and marketing agreement with cooperatives have significant moderating effects on the relationships in the members’ loyalty model. Based on findings, implications for agricultural cooperative managers are discussed.
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