消費者對茶葉消費動機、消費生活型態與顧客忠誠度關係之研究— 以謝江林茶莊為例

The Relationship among Consumer Motivation, Consumer Lifestyle and Customer Loyalty with Tea Consumers --A case study of Hsieh Jiang Lin Formosa Tea

鄭瑞葉(Jui-Yeh Cheng)

指導教授 ： 黃有傑

朝陽科技大學/管理學院/休閒事業管理系/碩士(2015年)

摘要

二十世紀的科學證實，茶具有保健功效，因此「茶」再度受到人們的重視與青睞。本研究探討消費者對茶葉消費動機、消費生活型態與顧客忠誠度之關係，以謝江林茶莊消費者為研究對象，採系統抽樣方式，得有效問卷393 份。所得資料經描述性統計、獨立樣本t檢定、單因子變異數、相關及迴歸分析，結果如下：受訪消費者以已婚並居住於中部地區、服務業及軍公教人員居多、且男性稍多於女性。顧客主要消費動機為喝茶可以怡情養性，最不認同為交際應酬；消費生活型態以我認為吃健康的食物是重要的為最高，最弱的為我會到距離較遠，但產品種類眾多的商店購買。在顧客忠誠度方面，以未來一年內，我會願意再來此茶莊消費為最高。另外消費者背景及活動特性中的性別、年齡、教育程度、婚姻狀況、職業、個人月收入及消費次數對消費動機、消費生活型態與顧客忠誠度部分呈現顯著差異;而居住地及如何得知商品資訊等2項對消費動機、消費生活型態與顧客忠誠度則無顯著差異。最後依研究結果提出建議，作為業者經營策略及後續研究者之參考。

關鍵字

顧客忠誠度 ； 消費生活型態 ； 消費動機

並列摘要

Science has proved that tea has healthy benefits in the 20th century and has therefore gained people’s attention and focus. This study’s objective was to explore the relationship among consumer movitation, consumer lifestyle and customer loyalty in relation to Hsieh Jiang Lin Formosa Tea. The study adopted a systematic samples approach with 393 valid questionnaires. Data obtained were analyzed using independent-samples t test, one-way ANOVA, correlation and regression analysis. The results of the survey showed that consumers were married and consisted of more males than females who lived in Central Taiwan serving as military or official personnel. Customer's main motivation for tea was its ability to build character. Tea consumption for entertainment was regarded as the least motivation. In terms of consumer lifestyle, it was considered as one of the most important healthy eating habits though a long walk could be undertaken in order to purchase it. Customer’s loyalty was satisfactory and they were willing to keep consuming the tea within the same year. Consumer’s background, gender, age, education, marital status, occupation and personal income had significant differences with customer loyalty, consumer motivation and lifestyle. Nonetheless, residence location and how to find product had no significant difference with customer loyalty, consumer’s motivation and lifestyle.It is recommended that the results from this research would serve as a reference and strategy for the business industry and future researchers.

並列關鍵字

consumer lifestyle ； consumer motivations ； customer loyalty

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