台北市民茶葉消費行為之研究

Abstract

近年來由於我國國民對於身體健康的相關議題開始重視，因而茶類飲料漸漸的在市面上流行。再者，茶葉對於我國來說，是屬於國飲，而這項文化，自唐代發展之後，便漸漸的成為我國固有的傳統之ㄧ。 本研究以哈佛模式修訂版為主要的研究架構，探討不同的人口統計變數的消費者，在經過認知層面後，產生的實際消費行為是否有顯著差異；在認知方面，探討消費者在茶葉在樣品試用的訊息瞭解程度，及訊息內容，其產生的實際消費行為是否會有顯著差異。並且探討產品屬性對於消費者行為的影響。而經過問卷的調查之後，我們發現皆會有顯著的影響。 最後本文根據研究結論，提出幾項針對茶葉產品業者的行銷建議，以供相關 業者擬定行銷策略之參考。

Recently, because we’ve started talking about healthy topic, so the tea drink gradually became a good-selling product. After the Tang Dynasty, tea became the major drink of Chinese people which connected lives, leisure time, and alsomanners. The research uses the Howard Model as the main conceptual framework to process the cognition and learning to realize purchasing behavior. About cognition, the research has studied empirical promotions of tea products relative information, information content and the cognition about the effect of empirical promotions on tea products. We also studied the effect of motivation and product attributes. evaluation criteria on purchasing behavior. After the survey and analysis, we found that demographic variables and the process through cognition and learning are significant to purchasing behavior.