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題名:消費者對臺灣茶葉產地證明標章認知與購買行為之研究
作者:連偉齡
作者(外文):LIAN, WEI LING
校院名稱:亞洲大學
系所名稱:經營管理學系
指導教授:黃萬傳
學位類別:博士
出版日期:2016
主題關鍵詞:消費者認知計畫行為理論產地認證購買意圖Consumer ConceptionTPBGeographic IndicatorsPurchasing Intention
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 在臺灣,茶葉不只是重要經濟作物,且為人們主要飲品之一。近來,由於茶葉市場混亂,加上人們對健康以及環境議題的重視,致使茶葉的產地認證成為一主流趨勢。本研究即是針對消費者對於茶葉產地認證之認知做一深入探討;以期為茶葉經營者之行銷策略與政府對於茶葉產地認證政策推展提出建議,並確保消費者的消費需求。
  本研究根據「計畫行為理論」設計研究架構,藉由問卷調查,來探討消費者對於臺灣茶葉產地認證的「行為態度」、「主觀規範」、「認知行為控制」、「購買意圖」與「實際購買行為」之相關性。本研究採用偏最小平方法(PLS),對樣本進行模型內、外在因素整體建構及因素關係之分析。實證研究結論如下:
1. 消費者對於茶產地認證茶葉的態度,對購買意圖有顯著的影響。
2. 消費者對於茶產地認證茶葉的主觀規範,對購買意圖未有顯著的影響。
3. 消費者對於茶產地認證茶葉的認知行為控制,對購買意圖有顯著的影響。
4. 消費者對於茶產地認證茶葉的認知行為控制,對實際購買行為有顯著的
影響。
5. 消費者對於茶產地認證茶葉的購買意圖,對實際購買行為有顯著的影響。
In Taiwan, tea is one of the most popular beverages and is also an important economy agriculture product. Due to the complicated competition in the tea market and people’s increasing awareness of the healthy and environment, the geographic indicators of tea has gained main stream attentions in the tea market. This study is to explore consumers’ awareness of the geographic indicators of tea and to provide suggestions to help the marketing strategies of the tea producers and the promoting of government’s policies in the geographic indicator of tea.
  The research frame structure in this study is based on “the Theory of Planned Behavior (TPB)”. We collected data from the questionnaire survey to study the interrelationships among Taiwanese consumers’ Attitude Toward (AT), Subjective Norm (SN), Perceived Behavior Control (PBC), Purchasing Intention (PI), and Actual Purchasing Behavior (APB) of tea with geographic indicators.
  The method of Partial Least Squares (PLS) was used for data analysis in this research and our findings are:
1. Consumers’ attitude toward (AT) of tea with geographic indicators will affect their purchasing intention (PI) significantly.
2. Consumers’ subjective norm (SN) of tea with geographic indicators will not affect their purchasing intention (PI) significantly.
3. Consumers’ Perceived Behavior Control (PBC) of tea with geographic indicators will affect their purchasing intention (PI) significantly.
4. Consumers’ Perceived Behavior Control (PBC) of tea with geographic indicators will affect their actual purchasing behavior (APB)
5. Consumers’ purchasing intention (PI) of tea with geographic indicators will affect their actual purchasing behavior (APB)
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三、網路資料
行政院農業委員會農業改良場網頁:
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臺灣茶葉產地及安全追溯雲端服務系統:  
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臺灣優質茶葉產銷資訊網頁:
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經濟部智慧財產局網站:
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經濟部智慧財產局網站商標資料檢索系統:  
  http://tmsearch.tipo.gov.tw/TIPO_DR/index.jsp。


 
 
 
 
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