茶席體驗對消費者茶相關商品購買意圖影響之研究

Abstract

近年來政府積極推動臺灣茶產業復興，隨著茶文化的興起與茶會、茶席體驗等茶藝活動盛行，讓消費者瞭解茶文化，帶動茶產業發展，現今研究多著重於茶葉品牌建立、瞭解消費者飲茶習慣之改變，亦有許多茶園體驗、品茗活動等體驗行銷活動符合消費者的期待，使消費者留下難忘的經驗與回憶，進而帶動茶產業經濟，但尚未探討茶席體驗活動對消費者購買茶業相關產品的影響，故本研究為瞭解透過茶席體驗是否驅使消費者對茶產業相關產品的購買意圖。 本研究經由文獻回顧瞭解影響消費者購買行為之因素，以有無茶席體驗探討對消費者對茶相關產品之購買意圖與行為。以滾雪球方式招募國內20歲以上的受訪者，將受訪者隨機分為戶外茶席、室內茶席、無茶席三組，其中有參與茶席組，在茶席結束後填寫問卷，瞭解喝茶經驗、環境感受、體驗行銷及購買意圖；無茶席參與組，以電子問卷進行喝茶經驗、購買意圖之調查。三組都於一個月後再以電子問卷調查茶相關產品的購買行為。 結果顯示，戶外茶席體驗與室內茶席體驗在環境感受、體驗行銷無顯著差異，但比較戶外茶席、室內茶席、無茶席三組的茶相關產品購買意圖程度都有顯著差異，戶外茶席組顯著高於室內茶席組與無茶席組。本研究冀望透過茶席體驗設置，可供茶商、茶農推廣茶產業，來強化消費者的購買決策，進而促進消費者之購買行為，亦藉由茶席體驗活動使臺灣茶產業發展活絡，使產業能永續發展。

In recent years, the government has actively promoted the instauration of the Taiwanese tea industry. With the rise of tea culture and the prevalence of tea art activities such as tea parties and tea banquet experiences, consumers can understand tea culture and drive the development of the tea industry. Nowadays, most research focuses on the institution of tea brands and understanding consumers. With the change in tea drinking habits, many experiential marketing activities such as tea garden experiences and tea tasting activities meet the consumers' expectations, leaving consumers with unforgettable experiences and memories and then driving the economic revival of the tea industry. However, the impact of tea banquet experience activities on consumption has not been discussed yet. Therefore, this study aims to understand whether the tea banquet experience drives consumers' purchase intentions for tea industry-related products. This study explores the factors that influence consumers' purchase behavior through a literature review and explores consumers' purchase intentions and behaviors of tea-related products with or without the tea banquet experience. Recruited domestic respondents over 20 years old in snowball sampling and randomly divided the respondents into three groups: outdoor tea ceremony, indoor tea ceremony, and no tea ceremony. Among them, those who participated in the tea seats group filled out questionnaires after the tea seats to learn about tea drinking experience and environment sensory, experiential marketing, and purchase intention; the group without tea seats participated in the investigation of tea drinking experience and purchasing intentions with electronic questionnaires. After one month, the three groups were surveyed about the purchasing behavior of tea-related products by electronic questionnaire. The results show that there is no significant difference between the outdoor tea ceremony and the indoor tea ceremony in terms of environmental sensory and experiential marketing, but comparing the purchasing intention of the outdoor tea ceremony, indoor tea ceremony, and no tea ceremony shows that the outdoor group is significantly higher than the indoor group and no tea ceremony group. This study hopes that tea merchants and tea farmers can promote the tea industry through the experience setting of tea ceremonies to strengthen consumers' purchasing decisions and then promote consumers' purchasing behaviors sustainable development.