顧客心目中最佳茶飲店屬性組合之研究

謝惠珺

doi:10.6844/NCKU.2014.01051

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顧客心目中最佳茶飲店屬性組合之研究

The Optimal Combination of Attributes of Hand-Prepared Tea Stores

謝惠珺 , Masters　　Advisor：蔡燿全　　

繁體中文 DOI： 10.6844/NCKU.2014.01051

聯合分析；茶飲店；波霸奶茶；市場區隔； Conjoint Analysis ； Hand-prepared Tea Store ； Bubble Milk Tea ； Market Segmentation

Abstract │ Reference (49) │ Times Cited (3) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

Hand-prepared beverage market has become mature in Taiwan because huge proportion of Taiwanese customers have a habit of consuming beverage. As a result of its popularity, the research aims to develop a top-down business strategy for hand-prepared tea stores in Taiwan to investigate that which attributes should be taken into consideration about operating tea stores and its most selling products. According to these objectives, this study adopt the traditional model of conjoint analysis to discuss the preferences and combinations of the attributes of hand-prepared tea stores and its products, as well as different market segments. And the research results can be references and suggestions for hand-prepared tea stores operation.

The results showed that the most important attributes for hand-prepared tea stores sequentially are the hygiene of personnel and environment, waiting time, drinks safety, relative price. As for tea beverage, the most important attributes for bubble milk tea sequentially are components of milk tea, components of black tea, price, waiting time, drinks size. According to the results, the most important attribute for operating a beverage store is its hygiene standard, as well as the taste and health of hand-prepared tea products. Conversely, the prices is not a decisive attribute.

Reference ( 49 ) 〈TOP〉

2. 王聖博 (2004)，影響消費者購買決策因素之探討-以茶飲料消費者為例，國立成功大學碩士論文。
連結：
3. 王世彣 (2013)，以聯合分析法探討平板電腦產品屬性之最佳化組合，國立成功大學碩士論文。
連結：
9. 吳昕育 (2006)，品牌形象與消費者需求關聯性之研究-以國內茶飲料市場為例，國立成功大學碩士論文。
連結：
11. 卓繼寬 (2011)，以聯合分析法探討消費者對便利商店屬性偏好之研究-以新北市與台南市為例，國立成功大學碩士論文。
連結：
12. 林隆儀 (2008)，〈現代化中仍保有傳統特色的我國飲料產業〉，中華飲食文化基金會會訊，第14卷2期，頁24-30。
連結：

Times Cited (3) 〈TOP〉

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