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大學生對茶類飲料消費動機與消費決策型態之研究 = The Study o...

國立高雄大學高階經營管理碩士在職專班(EMBA)

大學生對茶類飲料消費動機與消費決策型態之研究 = The Study of Consumption Motivation and Decision-Making on The Drink for College Students

紀錄類型:	書目-語言資料,印刷品 : 單行本
並列題名:	The Study of Consumption Motivation and Decision-Making on The Drink for College Students
作者:	楊人義,
其他團體作者:	國立高雄大學
出版地:	[高雄市]
出版者:	撰者;
出版年:	民99[2010]
面頁冊數:	113面圖，表 : 30公分;
標題:	大學生
標題:	college students
電子資源:	http://handle.ncl.edu.tw/11296/ndltd/83508082950704805463
摘要註:	台灣茶類飲料銷售量在各類包裝飲料中，不但為市場大宗，近來在健康意識帶動，與業者不斷翻新產品口味下，茶類飲料儼然已成為各年齡層所喜愛的飲料之一。不論是在公共場合或學校裡，青少年人手一瓶飲料早已是相當普遍的現象。因此，本研究針對台灣地區大學生對茶飲料的消費行為，透過問卷調查方式共計取得438 位樣本，並以迴歸分析探討其消費動機及消費決策型態之關聯性。研究結果顯示：多數大學生最常購買的茶類飲料種類以「綠茶」居多，最常購買地點為「便利商店」，並在「口渴時」、「用餐後」及「外出遊玩時」三種情況下最常飲用，且常購買「600CC 寶特瓶裝的茶飲料價格約在20~30 元」。其主要的消費動機為「內在驅力」、「外在拉力」與「產品功能」。大學生購買茶類飲料的消費動機與決策型態間具正向關聯性。大學生之性別、就讀學校區域以及可支配所得的不同，其消費動機對消費決策型態會有顯著的關聯性與影響力。根據研究結果與發現，本研究最後以行銷4P 為構面，擬定出相關且具體的行銷策略之建議，作為茶類飲料業者進行市場行銷之參考。 Among all of the beverages in Taiwan, tea beverages account for a large shareof the market. Led by the trend of being healthy and by different new flavours created by business, tea has become one of the favourite beverages among different age groups. In public life or in school, it is very common to see teenagers holding beverage bottles. In regard to the consumption behaviour of tea beverages among college students in Taiwan, this study used a questionnaire survey and obtained 438 samples. Through regression analysis, this study explored the relationship between consumption motivation and decision-making.The analysis showed that the most often purchased tea beverage by collegestudents is “green tea,” and “convenience store” is the place where they most often buy the beverage. They usually drink beverages in three situations: when they thirsty, after meals, and when travelling. The type of beverage which is most often purchased is a tea beverage in a 600 c.c. bottle with the price ranging from NTD 20 to 30. The main consumption motivations are: inner drive, outer attraction, and product function. The relation between consumption motivation and decision-making is positive. Gender, school area and income of the college students all have a significant relationship with, and influence on, their consumption motivation and decision-making.The results of this study will provide concrete marketing strategy through a 4Pdimension and serve as reference to the tea beverage business.

大學生對茶類飲料消費動機與消費決策型態之研究 = The Study of Consumption Motivation and Decision-Making on The Drink for College Students
楊, 人義

大學生對茶類飲料消費動機與消費決策型態之研究 = The Study of Consumption Motivation and Decision-Making on The Drink for College Students / 楊人義撰 - [高雄市] : 撰者, 民99[2010]. - 113面 ; 圖，表 ; 30公分.
參考書目：面.
大學生college students

大學生對茶類飲料消費動機與消費決策型態之研究 = The Study of Consumption Motivation and Decision-Making on The Drink for College Students
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