層出不窮的食安問題日趨嚴重，讓消費者對市售小包裝米食用安全和來源格外重視。本研究分析宜花東市售小包裝米之區域品牌與知覺風險對顧客忠誠度之間的相關性。在產地及都會區各發放250份問卷予消費者，有效回收率為100%。經分析得到以下結論：不同人口統計變數對區域品牌與知覺風險對顧客忠誠度有部份的顯著影響；區域品牌認同與知覺風險對顧客忠誠度皆有正面之影響；區域品牌對知覺風險有正向影響關係；知覺風險應為區域品牌與顧客忠誠度的中介變數；都會消費者相對於產地消費者，其區域品牌的認知經由知覺風險的降低而提升顧客忠誠度，是具有較強的正向影響。研究結果亦發現消費者於選購時以產地、品質及符合需求為主要因素考量。

Emerging food safety problems are becoming increasingly serious, so consumers have a lot of doubts about the market for small package rice safety with special emphasis on the source of the product. We focus on the relationships among regional brands, perceived risk and customer loyalty for small package rice in Yilan, Hualian and Taitung County. 250 questionnaires have been distributed to customers who live in urban and origin area respectively. Survey collected ratio is 100%. This study has found that basic demographical variables analysis shows that there is a partially significant effect on regional brands, perceived risk and customer loyalty. There is a significant relationship between regional brands, perceived risk and customer loyalty. The perceived risk should be the intermediary variable between regional brands and customer loyalty. The positive effect is stronger for the customers lived in urban area through reducing the perceived risk that can enhance the customer loyalty. Regional brand, quality and demand are important factors to consider when customers make purchase decision.