ASIA unversity:Item 310904400/101858
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    题名: The Purchasing Behavior and Cognition of Consumers for Tea Certificated Geographic Indicators in Taiwan
    作者: LIAN, WEI LING
    贡献者: 經營管理學系
    关键词: Consumer Conception;TPB;Geographic Indicators;Purchasing Intention
    日期: 2016
    上传时间: 2017-02-20 08:53:00 (UTC+0)
    出版者: 亞洲大學
    摘要: 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)
    显示于类别:[經營管理學系 ] 博碩士論文

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