高雄地區網紅手搖茶飲店爆紅因素與購買意願之研究

台灣手搖茶飲店已經非常普及，幾乎街頭巷尾到處可見，大型連鎖茶飲店挾著品牌優勢店到處林立，新加入的競爭者很難在市場上找到立足之處。但是卻有些原本默默無名的小型手搖茶飲店，受到某些特殊事件的影響，透過網路的大肆宣傳，引起眾人的關注與討論而暴紅。本研究以高雄地區最具特色的良辰吉時、茶工業與加做食艷室三家手搖茶飲店為對象進行實證研究，探討網紅手搖茶飲店爆紅因素與購買意願之關係，經由質性與量化研究發現，導致手搖茶飲店爆紅的主要因素，可歸納為形象、環境、產品、服務、價格與流行六個構面，其中以流行對購買意願的影響效果最大，然後依序是服務、產品、價格、環境，形象的影響效果不顯著。由此可見，在網路盛行手機主導消費行為的時代，傳統的4P行銷組合，已經無法滿足消費者的需求，想要在競爭激烈的市場異軍突起，廠商必須出奇制勝，才能引起消費者的目光，滿足消費者的好奇心，透過網路媒體的大肆宣傳，引起眾人的關注與討論而爆紅，進而提升消費者的購買意願。

關鍵字

網紅；手搖茶飲店；爆紅因素；購買意願

並列摘要

Bubble tea shops have been very popular in Taiwan, and it is almost everywhere on the streets. Those big chain tea shops are well expanded with the advantages of its branding. However, some small independent tea shops can become viral because of some incidents or due to internet promotion which catches consumers' attention and discussions. The purpose of this study is to investigate how independent tea shops in Kaohsiung area can become viral from the analyses of going viral factors and purchase intention of customers. Three viral bubble tea shops, named ＂Good Day Good Time,＂＂Tea Industry＂ and ＂10 DRAW＂ were selected as the objects of this empirical study. By integrating qualitative and qualitative data analyses, the results show that the main factors leading to going viral of these bubble tea shops can be summarized into six aspects: image, environment, product, service, price and popularity. Among them, popularity has the greatest impact on purchase intention, and then services, products, prices and environment in order. The effect of image is not significant. It can be seen that in the era of cell phone dominated consumer behavior, the traditional 4P marketing strategies has been unable to meet the needs of consumers. As a result, to become unique in the competitive market, retailers must generate some innovative marketing strategies to attract online followers' attention and curiosity. Through the promotion on the Internet media, attention and discussions can be attracted by public and then go viral. Eventually, customers' intention to purchase will be increased.