並列摘要
The research and development of tea production and sales technology is more focused on production technology.There are very few reports on marketing in Taiwan. The study have shown that the commercial opportunity for the development and sale of online tea in Taiwan. It is a pity that it has not been noticed and valued. In recent years due to the economic downturn. Most tea farmers feel that tea marketing needs to be strengthened. The tea improvement field and the Tea Merchants Association also actively assisted in opening the Taiwanese tea export market. In view of this, the study will explore consumer trust in online tea merchants will increase the willingness to purchase because of the quality of website services, website interaction and positive word of mouth of the website.
延伸閱讀
- 洪健文、林耀三（2011）。茶飲料市場與消費者忠誠度的探討。商業現代化學刊，6(1)，191-208。https://doi.org/10.6132/JCM.2011.6.1.10
- Wu, J. I. (2018). 消費者食安風險認知、製茶廠安全驗證意願：兩篇臺灣實證研究論文集 [master's thesis, National Taiwan University]. Airiti Library. https://doi.org/10.6342/NTU201803531
- 李幸芳、黃炳文（2017）。茶消費者對茶業產地證明標章認知、知覺價值及購買意願之研究－以中南部茶產區為例。台灣農學會報，18(2)，144-160。https://doi.org/10.6730/JAAT.201706_18(2).0004
- 陳宏斌、胡俊傑、林世能（2007）。茶園觀光客之旅遊體驗品質、旅遊體驗價值、滿意度與忠誠度之研究。管理實務與理論研究，1(4)，107-123。https://doi.org/10.29916/JMPP.200712.0006
- 吳瑞華、謝建正、傅安弘（2017）。The Consumer Risk Awareness and Consumer Behavior of Hand-Shaking Tea。輔仁民生學誌，23(1)，47-62。https://www.airitilibrary.com/Article/Detail?DocID=10276149-201706-201805090013-201805090013-47-62