茶葉品牌與顧客滿意度對再購買意願─以優質茗茶為例

Tea Brand and Customer Satisfaction on Repurchase Intention─ Quality Tea Case

黃秋芬(Chin-fen Huang)

指導教授 ： 王俊賢

亞洲大學/管理學院/國際企業學系碩士在職專班/碩士(2011年)

摘要

茶是生活中的嗜好飲料，傳統上的消費習性是需當場試喝品茗－滿意了，才能安心選購；臺灣大小茶廠眾多，其經營者有茶商也有茶農，多以自有品牌銷售，優劣並存。若缺乏品牌經營的意識和經驗，容易造成品質及價格差異大，使得消費者無法就品質、價格上的對照，判定商品價值，干擾銷售秩序，影響購買意願。因此，優質茗茶品牌的建立應是現代消費的趨勢，亦是解決茶葉銷售與消費者購買瓶頸的途徑之一。本研究是選擇具有品牌的優質茗茶為受測產品，以有喝茶、購茶的消費者為研究對象，透過問卷調查的方式，並以軟體SPSS12.0進行各項統計分析，繼以結構方程模式的統計分析來驗證假說。主要目的為分析有品牌的優質茗茶如何透過顧客滿意度、茶葉品牌服務及購買決策來影響顧客的再購買意願，以獲得顯著性影響構面因素，做為顧客購買茶葉品牌意願的評估，提供茶農及經營者訂定相關的改善、經營策略。研究發現：ㄧ、顧客滿意度與茶葉品牌服務體驗對購買決策有顯著正向的影響效果；二、購買決策對再購買意願也有顯著正向的影響；三、顧客滿意度對再購買意願產生負向的影響，茶葉品牌服務體驗對再購買意願產生顯著負向的影響；然二者透過購買決策中介的角色對再購買意願有顯著正向影響，所以購買決策為影響再購買意願重要的因素。

關鍵字

品牌+顧客滿意度 ； 再購買意願 ； 結構方程模式

並列摘要

Tea is the drink of life's habits, traditional consumer habits is required to test the spot to drink tea - satisfaction, peace of mind to buy; large size tea factory in Taiwan, the operators also have tea farmers, and many more own-brand sales, the pros and cons exist. If the lack of awareness and brand management experience, likely to cause large differences in quality and price, consumers can not be on quality, price controls, to determine the value of the goods, sales order, interference, influence purchase intention. Therefore, high-quality tea brand building should be modern consumer trends, sales of tea and also to solve the bottleneck of one of the ways consumers.This study is to choose a brand of high quality tea for the products tested, to have tea, buy tea for the study of consumers, through a questionnaire survey, and to carry out the statistical analysis software SPSS12.0, followed by statistical analysis of structural equation modeling to verify the hypothesis. The main purpose of the analysis is how the brand through customer satisfaction, quality tea, tea service and brand to influence purchasing decisions of customers to purchase will, in order to obtain significant factors affecting dimensions, as the willingness of customers to buy tea brand evaluation, to provide farmers and operators to set relevant improvement, business strategy. The study found: First, customer satisfaction and service experience of the tea brand purchasing decisions have a significant positive impact on results; Second, the purchase decision on the re-purchase intention is also a significant positive impact; Third, the customer satisfaction on willingness to buy the negative impact of experience on service brand of tea to buy will have a significant negative impact; However, both through the intermediary role of the purchasing decision to buy will have a significant positive impact, so to influence the purchase decision to buy will an important factor.

並列關鍵字

Brand+Customer Satisfaction ； Repurchase Intention ； Structural Equation Modeling

參考文獻

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