The Relationship Between Conformity, Perceived Benefit, and Loyalty：A Case Study of Dried Mango Souvenir in Yujing District of Tainan City

• Main Authors: LU,MIN-CHING, 呂敏菁
• Other Authors: CHEN,JU-HSIEN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/4232y3

碩士 === 台灣首府大學 === 休閒管理學系碩士班 === 104 === The purposes of the study emphasize on dried mango souvenir in Yujing district of Tainan city, and investigate the relationships among conformity, perceived benefit, and loyalty. Besides that, we test the mediate effect of perceived benefit. This study builds a model and hypothesis according to literatures, and also collects 401 valid questionnaires. Hierarchical regression analysis is applied to test the cause relations between conformity, perceived benefit, and loyalty, and further investigate the mediate effect of perceived benefit. The result of research is how conformity has positive relationship with loyalty. When the dried mango souvenirs have higher level conformity, conformity has positive influence on loyalty. For consumers purchased dried mango, conformity has a significant positive effect with perceived benefit. Furthermore, perceived benefit is a mediator between conformity and loyalty. Finally, the research put forward suggestions based on the research findings to offer dried mango traders in Yujing district of Tainan city reference on manage strategies and policies.