茶葉消費者購買台灣茶葉再購意願因素之研究

The Antecedents of Consumers' Repurchase Intention of Taiwan Tea

葉子明(Tsu-Ming Yeh) ； 紀采靜(Tsai-Ching Chi)

《行銷評論》 15卷2期 (2018/06) Pp. 259-290

摘要

喝茶是台灣的一種文化，是生活方式的象徵。台灣的茶葉需求量很大，但台灣銷售的茶葉中，近90％是從越南，中國等地進口的，台灣當地茶農只提供少量茶葉。為探討影響消費者再購買意願的因素及其意圖效應，本研究探討消費動機、知覺價值和知覺風險對購買台灣茶葉再購買意願的影響，並分析了不同個人背景變項的差異。研究採用問卷調查法，以便利取樣方式，共取得有效問卷304份。從結果得知，不同個人背景變項在消費動機、知覺價值、知覺風險及再購意願上有部分顯著差異；消費動機、知覺價值與再購意願有顯著正相關；知覺價值與再購意願有顯著負相關；知覺價值對購買意願影響最大。

關鍵字

茶葉 ； 消費動機 ； 知覺價值 ； 知覺風險 ； 再購意願

並列摘要

Drinking tea is a kind of culture of Taiwan and a symbol of life style. There is a huge demand for tea in Taiwan. Nearly 90% of tea leaves sold in Taiwan are imported from Vietnam, China and so on. There is only few tea leaves provided from local tea farmers. To explore the factors to influence consumers repurchase intention and their effects of the intention, this study aims to investigating the effects of consuming motivation, perceived value and perceived risk on repurchase intention to buy Taiwan tea leaves. Also, the effects of characteristics are analyzed. From the results, different personal background variables have some significant differences in consumer motivation, perceived value, perceived risk and repurchase intention; consumption motivation, perceived value and repurchase intention are significantly positively correlated; perceived value has a significant negative correlation with repurchase intention; perception value has the highest impact on purchasing intention.

並列關鍵字

tea ； consumer motivations ； perceived value ； perceived risks ； repurchases intention

參考文獻

陳英玲(2005)。茶葉的保健功效。科學發展月刊。319，66-73。

蕭水銀、林仁混(2011)。茶及茶多酚防癌消脂的分子作用機制。當代醫學。452，477-486。

Lin, C. L.,Chen, T. F.,Chiu, M. J.,Way, T. D.,Lin, J. K.(2009).Epigallocatechin gallate (EGCG) suppresses β-amyloid-induced neurotoxicity through inhibiting c-Abl/FE65 nuclear translocation and GSK3β activation.Neurobiology of Aging.30(1),81-92.

李娟、活潑、楊海燕(2005)。茶葉功效成分研究進展。浙江科技學院學報。17(4)，285-289。

行政院農業委員會統計室(2018)。存取日期：2018 年3 月20 日。取自：https://www.afa.gov.tw/cht/index.php?code=list&ids=324。