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

• Main Authors: Tseng,Ssu-Hua, 曾思樺
• Other Authors: Liang,Zeng-Chin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/97818332362991996984

碩士 === 大葉大學 === 生物科技碩士在職學位學程 === 103 === Many studies pointed out that green tea catechins could effectively improve the aging and the obesity problems. The aim 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 product cognition, demographic characteristics, brand image, consumer motivation and consumer behavior of green tea catechins. The participants of this study were recruited by convenience sampling method from the residences of Taiwan area. There were 421 questionnaires collected and 400 questionnaires valid, the effective questionnaires ratio was 95.01%. The SPSS statistics method was applied through the use of descriptive statistics, reliability analysis, validity analysis, chi-square test and Pearson correlation analysis. The following is a list of four major findings of this study. 1.In terms of green tea catechins cognition, the results indicated that those consumers pay more attention to learn and had the knowledge of green tea catechins. 2.The part of demography characteristics variable questions were valid, i.e. " educational level ", "age", "personal average monthly income" , " average frequency of drinking tea ", " whether taken catechin ". 3.All aspects of brand image and consumer motivation variables were valid. These results suggest that the awareness of consumers to expect purchase behavior was influenced by green tea catechins cognition. 4.The part of purchase behavior variable questions were valid, i.e. "If I know such a great product, I will buy it. ", " If the price is acceptable, I will buy it. ", " People around me recommended. ". The results showed the consumer motivation and consumer behavior would be raised by consumers when they understood more about the catechins and the brand. Key Words : Catechins, Brand Image, Consumer Motivation, Consumer Behavior