天仁手搖茶飲品牌之顧客購買意願研究

手搖茶飲是臺灣揚名國際的觀光美食代表之一，更以珍珠奶茶和各式口味冷泡茶最具臺灣特色及知名度；在產業鏈、銷售及客製化服務發展成熟的情形下，企業間的競爭也越來越激烈；以開放加盟的方式拓展客源及市佔率是多數企業的作法，而本研究的對象－喫茶趣是知名製茶企業天仁茗茶的直營體系，是市場上極少數未開放加盟的經營模式，維護長久以來的良好商譽，也展現在對產品品質的堅持。本研究欲探討品牌形象、知覺價值與購買意願之間的相關性，以及各人口統計樣本對於上述三個變數是否有顯著影響；檢定結果呈現變數間均有顯著正相關，符合研究假說，人口統計樣本中的教育程度碩士及以上對於品牌形象較重視，而年齡低的組別則看重知覺價值。依分析結論消費者對研究對象的品牌形象是予以肯定的，而開發產品的多樣化，符合年輕族群需求，則是可建議方向。期望具代表性的美食，除能迎合市場需求，吸引國內外消費人潮，亦能創造企業永續的根基。

關鍵字

品牌形象；知覺價值；購買意願

並列摘要

This study is to understand the correlation between brand image, perceived value, and purchase intention by taking the brands developed by famous tea companies in Taiwan as the target, and the consumer market of cold brewing tea with high reputation as the theme. The questionnaire received 181 valid replies and was used to assess customers with respect to these three factors. The statistic software SPSS is employed to perform data analysis to confirm hypotheses. Data analysis includes descriptive statistics, independent sample t-test, one-way ANOVA, correlation analysis, and regression analysis. Results of this study indicated that consumers' perceived value and brand image are significantly positively correlated with purchase intention. The study looks at ideas on how concepts of marketing could be used by TenRen's Tea, also providing a basis for market segmentation, product development, and consumer attraction for related companies.

並列關鍵字

Brand Image ； Perceived Value ； Purchase Intention

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