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    Please use this identifier to cite or link to this item: http://ir.lib.ksu.edu.tw/handle/987654321/14821

    Title: 茶飲消費與居民生活型態之關係─以高雄市為例
    The Relationship between Tea-drinks Consumption and Urban Lifestyles:A Case of Kaohsiung City
    Authors: 楊承儒
    Contributors: 中山大學中國與亞太區域研究所
    Keywords: 茶飲商品
    Consumer Behavior
    E.B.M. Model
    A.I.O. Model
    Date: 2010-06
    Issue Date: 2011-10-27 00:05:42 (UTC+8)
    Publisher: 崑山科技大學通識教育中心
    Abstract: 茶飲已是國人最主要的飲品之一,在旺盛的消費需求之下,各種茶飲商品不斷地推陳出新,連鎖茶飲店更如雨後春筍般到處林立,可見市場競爭之激烈。本文主要探討茶飲消費行為與生活型態之關係,由於不同生活型態之消費者會因其所接收資訊的差異,而影響其購買行為,因此,本文利用E.B.M.模式及A.I.O.模式,分別作為消費者行為及生活型態之架構,並加入人口統計變數,對高雄市茶飲消費者進行立意抽樣,再將所得資料進行實證分析。
    Tea-drinks is one of the main drinks in Taiwan, various kinds of tea-drinks weeding out the old and bringing forth the new constantly was built on growing demand, competing closely can be observed obviously by multiple shop of tea-drinks have been sprung up like mushrooms. This paper mainly discusses the relation between consumer behavior of tea-drinks and lifestyle. As the difference information received by consumers of different lifestyle will cause different consuming behavior. Therefore, this paper builds a framework of consumer behavior and lifestyle by E.M.B. model and A.I.O. model, and demographic statistic was acceded, then, we use purposive sampling for tea-drinks consumers in Kaohsiung City, and operate statistic analysis according to the data we obtained.
    According to this result, the taste, aroma, and flavors of tea-drinks are major considered factors when consumers chose tea-drinks and evaluated this consuming behavior. Most consumers’ need recognition is built on the enjoyment of tea-drinks, and their information of tea-drinks is usually come from their kith and kin, only few consumers would get the information from the internet and printed media, the internet advertisement and marketing are not popular. We also find that most consumers used to go to the same shop and ponder before consuming. This is obvious that the consuming style of Kaohsiung City is conservative. Furthermore, the lifestyle factors of tea-drinks consumer can be divided into four groups, each group exists substantial differences to the consumer behavior, also, some demographic variables exists substantial differences in lifestyle and consumer behavior.
    Relation: 崑山科技大學人文暨社會科學學報 第二期 p.126-149
    Appears in Collections:[崑山科技大學人文暨社會科學學報] 第2期

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