消費者對於茶葉購買行為的決策因素之研究－以永康商圈為例

A Study of Consumer's Purchasing Decisionsfor Tea Purchasing Behavior of Yongkang Business Circle

王麗卿(Li-Ching Wang) ； 林廷亞(Ting-Ya Lin)

《全球管理與經濟》 13卷2期 (2017/12) Pp. 79-102

https://doi.org/10.6565/JGME.2017.12(2).5

摘要

當今文化創意產業的發展乃是一個國家或地區文化消費的象徵與代表，而台灣茶被稱為「福爾摩沙茶」（Formosa Tea），揚名國際深受歐美市場歡迎，然而，許多人對茶的印象就是成熟、老派而泡茶的繁複手續，對生活步調越來越快的現代人來說，著實是一件麻煩事。如何將傳統茶的產業轉型為文創商品後，能否獲得消費者的青睞進而購買是一個值得探討的議題。本研究目的為分析永康商圈消費者購買茶葉的行為現況與影響購買決策因素。採用參與觀察法及問卷調查法。參與觀察法對象為永康商圈文創品牌不二堂，有購買茶葉經驗的消費者為主，共180份有效問卷。本研究經由參與式觀察法所得四個時段的總人數為89人，有購買商品的性別以女性居多為72%；消費者屬性以朋友屬性55%為最高，遊客以台灣人65%最高，其次是日本人佔22%、大陸人佔5%、韓國人佔2%、新加坡人佔4%、外國人佔2%；而經店員介紹商品後，有43%的消費者會購買；又購買茶葉所佔的比例為69%；有購買商品的消費者台灣人佔67%，日本人佔8%，大陸人佔17%，新加坡人佔8%；停留時間與購買行為呈正向關係，停留愈久購買機率愈高，有購買行為的顧客平均停留時間為22分鐘。且根據問卷調查法經統計軟體（SPSS 20.0 中文版）因素分析獲得六大構面，研究發現消費者會依照自己的經驗進行購買的比例佔94%，因親朋好友的推薦而購買的比例佔80%，會以價格高低作為購買標準的約佔69%，會因為折扣促銷活動與養生潮流而購買的約佔4成，只選擇有門市據點服務而購買的佔52%，而消費者過去的購買經驗與店員的服務高達9成會影響購買意願，而最後做購買決策時，採信家人或朋友意見的約佔51%。以上結果，期許能提供茶文創產業及相關領域研究者參考。

關鍵字

消費者 ； 購買行為 ； 決策因素

並列摘要

How the contemporary cultural and creative industries develop symbolizes and represents cultural consumption in one country or one region. Taiwan's tea used to be called Formosan Tea. It is not only loved by the western markets but also known to the globe. However, tea is thought to be mature and old-school. Furthermore, the complicated procedures trouble the modern busy people used to the fast pace in life. How to convert the conventional tea industry to a product in the cultural and creative industries able to please the customers and make them buy it becomes a question worthwhile investigation. The author attempts to investigate the current state of the customers' behaviors towards tea purchase in the Yongkang Business Circle and the analysis of the factors influential to decision making for purchase. The methodology consists of the observational method and the questionnaires survey. The subject of the observational method is Arteliea-Tea the cultural and creative brand in the Yongkang Business Circle. The subject of the questionnaires survey is the population comprised of the customers having bought tea in the Yongkang Business Circle.The author received the total of 180 valid questionnaires. The aggregate of the persons as the subject of the participant observation method in four time sessions is 89 persons. Regarding the gender of the customers actually buying products, women exceed men by 72%. Regarding the attribute of the customers, friends rank the top by 55%. Regarding the ratio and nationality of the visitors, Taiwan ranks the top by 65% while the other places in sequence go to Japan, China, Singapore, South Korea and others by 22%, 5%, 4%, 2% and 2%, respectively. Regarding the purchase behavior of the customer with the staff introducing the product at the shop, 43% of the visitors become the customers where 69% of the customers are tea buyers. Regarding the ratio and nationality of the customers actually buying products, Taiwan ranks the top by 67% while the others in sequence go to China, Japan and Singapore 17%, 8% and 8%, respectively. A positive relationship is observed between the duration at the shop and the purchase behavior. The probability of purchase hikes under long duration at one shop. The average duration of the customers actually buying products at one shop is 22 minutes. The author obtains 6 factors through the questionnaires survey processed by the factor analysis of the SPSS statistics 20.0 Chinese version. The findings are as follows. The ratio of the customer's purchase behavior affected by personal experience is 94%. The ratio of the customer's purchase behavior affected by recommendations from friends and relatives is 80%. The ratio of the customer's purchase behavior affected by the price is 69%. The ratio of the customer's purchase behavior affected by discount and promotional campaigns and the health-keeping trend is 40%. The ratio of the customer's purchase behavior only at the branches of certain brands is 52%. The ratio of the customer's purchase aspiration affected by the past personal purchase experiences and the services provided by the shop staff is 90%. The ratio of the customer's final purchase decision making depending on the opinions given by family members or friends is 51%. The author expects the preceding findings to serve as the references to the future studies on the tea-related cultural and creative industries and relevant domains.

並列關鍵字

Consumer ； PurchasingBehavior ； Decision Factor