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Title: | 消費者對臺灣紅茶的認知、偏好與購買意願之研究—以南投縣為例 Consumers' Cognition, Preference and Purchase Intention of Black Tea in Taiwan—Taking Nantou County as an Example |
Authors: | Yi-Man Chen 陳宜蔓 |
Advisor: | 王俊豪(Jiun-Hao Wang) |
Keyword: | 臺灣紅茶,認知,偏好,購買意願, Taiwanese black tea,cognition,preference,purchase intention, |
Publication Year : | 2020 |
Degree: | 碩士 |
Abstract: | 紅茶為世界產量最多且消費量最大的茶類,臺灣茶葉的出口更以紅茶為最大宗,為與國外紅茶有所區隔,行政院農委會茶業改良場,除積極選育適製紅茶之品種外,並嘗試將原烏龍茶之品種轉製紅茶,以提供消費者更多選擇,本研究以南投縣紅茶為例,探討消費者對臺灣紅茶的偏好、認知與購買意願的關聯性。 本研究係透過問卷調查方法收集資料,回收的有效問卷523份,利用SPSS軟體進行統計分析。經因素分析,萃取三個構面,分別為「偏好構面」、「認知構面」與「購買意願構面」,並以各構面的中位數為分界點分成高、低兩群,其組合總共有忠誠型(HHH)、被動型(HHL),情感型(HLH)、保守型(HLL)、衝動型(LHH)、理智型(LHL),主動型(LLH)、消極型(LLL)等八種不同類型的消費群,LLL佔24.47%為最高,其次是HHH佔19.89%,係呈現M型的分布。檢視各構面的關聯性,發現三者間的簡單相關均呈現高度的正向關聯性。但在控制「偏好構面」的情況下,「認知構面」與「購買意願構面」之間的偏相關係數僅為0.068,並不顯著,經多元迴歸分析發現,「認知構面」不具影響力,但「偏好構面」卻呈現極顯著,再採Baron and Kenny (1986)檢定,發現「偏好構面」呈現顯著的仲介效果,符合Holmbeck (2002)的完全中介效果。 建議未來推廣臺灣紅茶時,在消費端應針對不同的人口特質選擇不同的行銷模式。基於「偏好構面」在紅茶消費上的仲介效果,推廣臺灣紅茶時,可依消費者的屬性偏好,強調各茶種相關特色,透過舉辦茶品試飲等方式,讓消費者直接體驗,以提升對臺灣紅茶的購買意願。 The production and consumption of black tea is the highest among the various tea species. In Taiwan, black tea is also the greatest amount of tea exports. To distinguish it from foreign black tea, the Tea Research and Extension Station of the Council of Agriculture of the Executive Yuan, tries to select varieties suitable for black tea and also to transform the original varieties of oolong tea into black tea, as well as to provide consumers with more options. This study takes black tea in Nantou County as a case to explore the relationships among preference, cognition, purchasing intention of consumer in Taiwan. This study is to collect data by means of questionnaire survey. The effective questionnaire is 523 and using SPSS software to process data and analysis. With the factor analysis, three dimensions are extracted, the 'preference dimension', the 'cognitive dimension' and the 'purchase intention dimension'. By the median of each dimension as a dividing point, partition it into high and low two groups. The combination of it has a total of eight different types of consumer groups, including HHH, HHL, HLH, HLL, LHH, LHL, LLH, and LLL. LLL accounted for 24.47% of the total, followed by HHH with 19.89%. It shows an M-type distribution. Examining the relevance of each dimension, found that the simple correlations among the three are highly positive. However, under the control of the “preference dimension”, the partial correlation coefficient between the “cognitive dimension” and the “purchase intention dimension” is only 0.068, shown non-significant. By multiple regression analysis, found that the 'cognitive dimension' is not influential, but the 'preference dimension' indicates extremely significant. Using the Baron and Kenny (1986) test, found that the 'preference dimension' shows a significant intermediary effect, which is consistent with Holmbeck's (2002) complete intermediary effect. When promoting Taiwanese black tea in the future. It is recommended that different marketing models should be selected for different demographic characteristics on the consumer side. Based on the intermediary effect of the 'preference dimension' on black tea consumption, when promoting Taiwanese black tea, it is necessary to emphasize the characteristics of each tea species in accordance with the attributes and preferences of consumers. By holding tea tastings and other methods, consumers can experience directly to increase their willingness to buy Taiwanese black tea. |
URI: | http://tdr.lib.ntu.edu.tw/jspui/handle/123456789/52365 |
DOI: | 10.6342/NTU202002585 |
Fulltext Rights: | 有償授權 |
Appears in Collections: | 生物產業傳播暨發展學系 |
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