消費者對兒茶素活性認知與消費行為的評估

Evaluation of the Consumer Perceptions on Bioactivities of Catechins and the Consumer Behavior

10.6495/CIMBM.2015.005

曾思樺(Ssu-Hua Tseng)；梁志欽(Zeng-Chin Liang)；李世傑(Shih-Chieh Lee)

兒茶素 ； 品牌形象 ； 消費動機 ； 購買行為 ； Catechins ； Brand Image ； Consumer Motivation ； Consumer Behavior

科際整合管理研討會

2015第18屆（2015 / 06 / 07）

64 - 78

繁體中文

本研究為瞭解消費者對兒茶素的認知，主要探討消費者對綠茶兒茶素的認知與個人背景、預期選購品牌、預期消費動機、預期購買行為的關聯。本研究採用問卷調查法，以便利取樣方式，以台灣地區，有消費能力者為研究母群體。研究工具包括基本資料表、綠茶兒茶素認知、品牌形象、消費動機、購買行為量表。回收問卷數為421份，有效樣本數為400份，有效回收率95.01%。所得資料以SPSS進行分析，統計項目包括描述性統計、信度分析、效度分析、卡方檢定及皮爾森相關分析等統計方法加以分析。研究結果顯示得知消費者會因為對綠茶兒茶素認識和選購品牌的認識，才會引發其消費動機與購買行為。

The aimed of this study was to explore which variable affects the expected purchase intentions of green tea catechins. The study method included the related of the demographic characteristics, product cognition, brand image, consumer motivation and consumer behavior of green tea catechins. The participants of this study were recruited by convenience sampling method from the citizens of Taiwan area. There were 421 questionnaires collected and 400 questionnaires valid, the effective questionnaires ratio was 95.01%. Through SPSS software, the results showed the consumer motivation and behavior would be raised by consumers after they understood the green tea catechins and the brand.