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    ASIA unversity > 管理學院 > 經營管理學系  > 博碩士論文 >  Item 310904400/101858


    Please use this identifier to cite or link to this item: http://asiair.asia.edu.tw/ir/handle/310904400/101858


    Title: The Purchasing Behavior and Cognition of Consumers for Tea Certificated Geographic Indicators in Taiwan
    Authors: LIAN, WEI LING
    Contributors: 經營管理學系
    Keywords: Consumer Conception;TPB;Geographic Indicators;Purchasing Intention
    Date: 2016
    Issue Date: 2017-02-20 16:53:00 (UTC+8)
    Publisher: 亞洲大學
    Abstract: 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)
    Appears in Collections:[經營管理學系 ] 博碩士論文

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