臺灣博碩士論文加值系統

茶是生活中的嗜好飲料，傳統上的消費習性是需當場試喝品茗－滿意了，才能安心選購；臺灣大小茶廠眾多，其經營者有茶商也有茶農，多以自有品牌銷售，優劣並存。若缺乏品牌經營的意識和經驗，容易造成品質及價格差異大，使得消費者無法就品質、價格上的對照，判定商品價值，干擾銷售秩序，影響購買意願。因此，優質茗茶品牌的建立應是現代消費的趨勢，亦是解決茶葉銷售與消費者購買瓶頸的途徑之一。本研究是選擇具有品牌的優質茗茶為受測產品，以有喝茶、購茶的消費者為研究對象，透過問卷調查的方式，並以軟體SPSS12.0進行各項統計分析，繼以結構方程模式的統計分析來驗證假說。主要目的為分析有品牌的優質茗茶如何透過顧客滿意度、茶葉品牌服務及購買決策來影響顧客的再購買意願，以獲得顯著性影響構面因素，做為顧客購買茶葉品牌意願的評估，提供茶農及經營者訂定相關的改善、經營策略。研究發現：ㄧ、顧客滿意度與茶葉品牌服務體驗對購買決策有顯著正向的影響效果；二、購買決策對再購買意願也有顯著正向的影響；三、顧客滿意度對再購買意願產生負向的影響，茶葉品牌服務體驗對再購買意願產生顯著負向的影響；然二者透過購買決策中介的角色對再購買意願有顯著正向影響，所以購買決策為影響再購買意願重要的因素。

Tea is the drink of life's habits, traditional consumer habits is required to test the spot to drink tea - satisfaction, peace of mind to buy; large size tea factory in Taiwan, the operators also have tea farmers, and many more own-brand sales, the pros and cons exist. If the lack of awareness and brand management experience, likely to cause large differences in quality and price, consumers can not be on quality, price controls, to determine the value of the goods, sales order, interference, influence purchase intention. Therefore, high-quality tea brand building should be modern consumer trends, sales of tea and also to solve the bottleneck of one of the ways consumers.This study is to choose a brand of high quality tea for the products tested, to have tea, buy tea for the study of consumers, through a questionnaire survey, and to carry out the statistical analysis software SPSS12.0, followed by statistical analysis of structural equation modeling to verify the hypothesis. The main purpose of the analysis is how the brand through customer satisfaction, quality tea, tea service and brand to influence purchasing decisions of customers to purchase will, in order to obtain significant factors affecting dimensions, as the willingness of customers to buy tea brand evaluation, to provide farmers and operators to set relevant improvement, business strategy. The study found: First, customer satisfaction and service experience of the tea brand purchasing decisions have a significant positive impact on results; Second, the purchase decision on the re-purchase intention is also a significant positive impact; Third, the customer satisfaction on willingness to buy the negative impact of experience on service brand of tea to buy will have a significant negative impact; However, both through the intermediary role of the purchasing decision to buy will have a significant positive impact, so to influence the purchase decision to buy will an important factor.

目 錄
頁次
中文摘要 ………………………………………………………………… I
英文摘要 ………………………………………………………………… II
目錄 ……………………………………………………………………… III
表目錄 …………………………………………………………………… IV
圖目錄 …………………………………………………………………… V
第一章 緒論……………………………………………………………… 1
第一節 研究背景…………………………………………………… 1
第二節 研究動機與目的…………………………………………… 3
第三節 研究流程…………………………………………………… 6
第二章 文獻探討………………………………………………………… 8
第一節 台灣茶葉產業背景概述…………………………………… 8
第二節 品牌知覺…………………………………………………… 18
第三節 顧客滿意度………………………………………………… 21
第四節 茶葉品牌服務體驗………………………………………… 30
第五節 購買決策…………………………………………………… 34
第六節 再購買意願………………………………………………… 38
第三章 研究方法 ……………………………………………………… 40
第一節 研究架構與假說 ………………………………………… 40
第二節 變數的定義與衡量………………………………………… 43
第三節 資料分析方法……………………………………………… 48
第四章 實證結果與分析 ……………………………………………… 56
第一節 樣本資料分析……………………………………………… 56
第二節 因素與信度分析…………………………………………… 62
第三節 人口統計變數與行為變數對再購意願之差異分析……… 74
第四節 結構方程式實證分析……………………………………… 78
第五節 研究假設檢定之結果……………………………………… 83
第五章 結論與建議 …………………………………………………… 87
第一節 研究結論…………………………………………………… 87
第二節 建議………………………………………………………… 92
第三節 未來研究方向……………………………………………… 95
第四節 研究限制…………………………………………………… 95
參考文獻 ㄧ、中文部分……………………………………………… 96
二、英文部分……………………………………………… 98
附錄一 問卷 …………………………………………………………… 105

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