本研究以台南玉井區芒果乾伴手禮之消費者為研究對象，探討從眾行為、知覺利益與忠誠度間之關聯性，並檢視知覺利益的中介角色。首先，本研究依據文獻提出研究假設，並發放450份問卷，有效問卷共計401份，回收率89.11%，接著運用階層複迴歸分析驗證變數間之因果關係，探討知覺利益所扮演的中介效果。研究結果發現，從眾行為愈明顯的購買芒果乾伴手禮消費者，其對於產品的忠誠度相對愈強烈。消費者從眾行為的程度愈高，其所獲得的知覺利益也相對愈強烈。再者，知覺利益在從眾行為與忠誠度間扮演著中介的角色，亦即從眾行為會透過購買過程中所產生的知覺利益與評價，增強對該品牌的忠誠度與信任感。最後，本研究針對結果進行討論，並提出相關之建議，以作為台南玉井區的芒果乾伴手禮店家日後經營及決策時之參考。 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 driedmango traders in Yujing district of Tainan city reference on manage strategies and policies.
