A Study on Consumer Behavior of Functional Teas / Health Food permit tea beverage
| Autor: | Wu, Chia-Yin, 吳佳音 |
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| Rok vydání: | 2019 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 商管專業學院碩士學位學程(AMBA) 107 With the improvement of the living standards and the rising awareness of people's health, consumers' emphasis on healthy eating is increasing day by day. Consumers pay more attention to the life style of natural and healthy consumption. While functional teas have been proven to improve and regulate the body's functions, the market share of the beverage market of functional tea is growing. The huge business opportunities have attracted companies to invest in the development and production of functional teas. This study integrates and corrects previous research on purchase motivation, perceived quality, product innovation, and purchasing behavior to help companies in the industry understand how current Taiwanese consumers' health intentions affect consumers' perceived quality. This study also finds out the key factors of affecting consumers' purchasing behaviors by analyzing the consumption habits of consumers. It provides companies with an understanding of what influences consumers when they purchase functional teas, which improves and formulate relevant marketing strategies to increase product sales and profits. Convenience sampling was adopted in data collected through internet from LINE groups and Bulletin Board System (BBS). A total of 605 questionnaires were collected, and 41 of them were invalid were deleted (including missed answers, logical inconsistencies, and those who have not consumed functional teas in the past year). The number of valid samples was 564. This study investigated functional tea purchase behavior and cognitive attitudes from the current consumers by frequency distribution. We investigated the differences between different groups by conducting a chi-square check on different demographic data, functional tea purchase behavior, and functional tea cognition scale. Finally, multiple regression analysis was conducted to explore the impact of purchasing motivation, perceived quality and product innovation on consumer behavior. The study found that perceived quality is the most important factor of affecting consumer behavior, followed by purchase motivation. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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