白領上班族知覺價值、網路購物信任與購買意願關係之研究-以凍頂烏龍茶為例

ASIA unversity > 管理學院 > 財務金融學系 > 博碩士論文 > Item 310904400/110965

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题名:	白領上班族知覺價值、網路購物信任與購買意願關係之研究-以凍頂烏龍茶為例
作者:	曾允澤
贡献者:	財務金融學系碩士在職專班
关键词:	凍頂烏龍茶、網路購物、知覺價值、信任、購買意願、Dong-Ding oolong tea、online shopping、perceived value、trust、purchase intestion
日期:	2018
上传时间:	2018-06-14 06:47:13 (UTC+0)
出版者:	亞洲大學
摘要:	本文以白領上班族為主要調查對象，探討白領上班族在網路購物信任與知覺價值對購買凍頂烏龍茶意願的影響；本文以因素分析、線性迴歸、獨立樣本t檢定及單因子變異數ANOVA針對知覺價值是否影響信任、購買意願、信任是否影響購買意願及每個構面對不同背景的白領上班族是否有顯著差異進行分析。　　實證結果顯示，知覺價值對信任有顯著的正向影響、知覺價值對購買意願有顯著的正向影響、信任對購買意願有顯著的正向影響，不同背景的白領上班族對知覺價值、信任及購買意願部分有顯著的差異；根據上述的實證結果，本文建議茶農、茶商製做及銷售物超所值的凍頂烏龍茶，相關政府單位建立並維護優良茶評鑑制度，提昇消費大眾對凍頂烏龍茶的知覺價值，茶農、茶商研發便利的沖泡包裝及器具，慎選網路銷售通路以提昇消費大眾對網路購物的知覺價值及信任，進而提昇購買意願。 This study takes white-collar workers as samples to explore the influence of on online shopping trust and perceived value on purchase intention of Dong-Ding oolong tea. Factor analysis, OLS regression analysis, t test and ANOVA analysis are utilized to explore. Empirical findings are as follows. Perceived value has significantly positive impacts on trust. Perceived value has significantly positive impacts on purchase intention. Trust significantly positively impacts on purchase intention. Perceived value, trust and purchase intention are partially significantly different among white-collar workers groups. Based on the above empirical results, this study suggests that the farmers and merchants of tea should produce and sell much valuable Dong-Ding oolong tea. Government should establish and maintain a good tea evaluation mechanism to improve the perceived value of Dong-Ding oolong tea to the public. Farmers and merchants of tea should develop the convient tea set to brew and drink. In addition, selecting the internet sales channel carefully to enhance the perceived value and trust of consumers in online shopping to further promote the purchase intention is important.
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