青少年對手搖茶飲的知覺風險與忠誠度關係之研究-以南投縣某高職學生為例

The Research of the Relationship between Perceived Risk and Loyalty on Buying Hand-Shaking Beverages- Using Nantou Junior High School Students as an Example

賴鈺菁(Yu-Ching Lai)

指導教授 ： 陳宗玄

朝陽科技大學/管理學院/休閒事業管理系/碩士(2018年)

摘要

隨著生活水準提高，知覺風險也逐年昇高，這幾年爆發的「塑化劑危機」、「毒澱粉事件」、「毒茶葉事件」等食品安全事件，使得消費者更留意手搖茶飲的品質，並進而影響其對手搖茶飲店的忠誠度。本研究旨在探討青少年對手搖茶飲的知覺風險及忠誠度，目的為：一、探討青少年知覺風險與忠誠度之間的相關性。二、探討青少年對於知覺風險與忠誠度是否因不同背景變項而有顯著差異情形。本研究採問卷調查法進行資料蒐集，以便利取樣之方式，針對年滿15-18歲以上使用手搖茶飲之青少年為調查對象，共計回收有效問卷394份。問卷以SPSS 20.0 進行描述性統計分析、獨立樣本t 檢定、單因子變異數分析、及迴歸分析等分析法加以分析。結果發現多數青少年認知到手搖茶飲的原料知覺風險（如人工糖漿、反式脂肪酸)，但對手搖茶飲造成如焦慮、失眠、上癮等精神知覺風險的看法較分歧。由單因子變異數分析也可得知青少年個人背景對知覺風險有顯著影響，尤其是科系。經由迴歸分析顯示，知覺風險與忠誠度之間有顯著相關性。

關鍵字

知覺風險 ； 手搖茶飲 ； 忠誠度

並列摘要

As living standards improve, the consumer perceived risk has increased year by year. Recent years, “Plasticizer crisis”, “Poisonous starch crisis”, “Poisonous Tea crisis” and other food safety incidents, make consumers pay more attention to the quality of hand-shaking beverages, and to effect their loyalty. This study was designed to investigate the teenagers perceived risk and loyalty of hand-shaking beverages. The purposes are: 1. To explore the differences of perceived risk and loyalty owing to different teenagers socioeconomical background. 2. To investigate the correlation between perceived risk and loyalty.
This study collected questionnaires by using convenience sampling method for hand-shaking beverages teenagers betwen 15 to 18 years old (394 valid questionnaires). Results were analyzed by using SPSS 20.0 including descriptive statistics, independent t-test, ANOVA, and regression analysis. The results showed that the majority of teenagers perceived risk on hand-shaking beverages (for example: artificial syrup、trans fatty acids, ), but have different thoughts about mental perceived risk such as anxiety, insomnia, addiction caused by hand-shaking beverages. The ANOVA results show significant impacts from teenagers socialecnomical background to perceived risk, especially department. The regression analysis results show there is a significant correlation between perceived risk and loyalty.

並列關鍵字

Perceived Risk ； Hand-shaking Beverages ； Loyalty

參考文獻

參考文獻

英文參考文獻

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