大專學生茶類飲料消費行為之研究

本研究之對象為台灣地區18歲以上之大專學生，並以烏龍茶、綠茶、紅茶、奶茶、花茶、麥茶、水果茶為研究範圍，運用信效度考驗、卡方檢定、次數分配等統計方法，探討大專學生購買茶類飲料之購買特性、喜好程度、消費行為及情境因素間的關係，從中萃取出相關的市場資訊，以供茶類飲料廠商作為行銷決策的參考。研究結論如下：一、大專生飲用茶類飲料的消費群中，有75.6%的消費者每星期喝二包(罐)以上的茶類飲料，其中以男生飲用頻率較女生高；在地區別方面，又以南部地區的大專生飲用茶類飲料的頻率為高。二、在各種茶類飲料中，以綠茶最受到大專生的喜愛，且絕大部份的大專生消費者偏好正常甜味的茶類飲料。三、在各項產品屬性中，以「包裝密封」、「使用方便」、「適合自己」、「可退貨」、「購買方便」等屬性為大專生消費者重視的因素。四、大專生消費者最常飲用茶類飲料的時機是「天氣熱時」，其次是「運動後」，其資訊來源主要為「電視廣告」，其次是「從貨架上看到」，而且最常選擇在「便利商店」購買。五、在大專生消費者的心中以「統一」為最佳品牌，其次為「雀巢」、「光泉」，當消費者在其所在的商店買不到心中理想品牌的茶類飲料時，消費者會採取的行動為「選擇每次固定購買的其他幾種品牌」。

關鍵字

茶類飲料；消費者行為；產品屬性；情境因素；市場區隔

並列摘要

This research is based on the advanced students and students of the over 18-year-old junior college student in Taiwan, and uses oolong tea, green tea, black tea, milk tea, flower tea, wheat tea, and fruit tea as the research scope, using Statistical methods such as the reliability and validity test, the chi-square test and frequency distribution, to explore the relationship between purchase characteristics, preferences, consumer behavior and situational factors of college students purchasing tea beverages, and extract relevant market information for tea beverage manufacturers as a reference for marketing decisions. The conclusions of this study are as follows: 1. Among the consumers who consume tea beverages in junior college student, 75.6% of consumers drink two packs (cans) of tea beverages per week, among which boys drink more frequently than girls; and the frequency of drinking tea drinks is higher in junior colleges student in the southern region. 2. Among the various tea drinks, green tea is most popular among junior college students, and most of the junior college students prefer normal sweet tea drinks. 3. Among the product attributes, such as “package seal”, “easy to use”, “fit for yourself”, “returnable” and “purchasing convenience” are the factors that are important for junior college students. 4. The most common time for junior college students to drink tea beverages is "hot weather", followed by "after sports". The main source of information is "TV commercials", followed by "seeing from the shelves", and the most common choice is to buy at the "Convenience Store" 5. In the minds of junior college students, "unification" is the best brand, followed by "Nestlé" and " Kuang Chuan ". When consumers can't buy the ideal brand of tea beverages in their stores, The action consumers will be taken is "Choose several other brands that are fixed each time."