| Summary: | 碩士 === 南臺科技大學 === 商管專業學院 === 103 === In recent years, tea is considered to be an important beverage or drink to the new
generations, with its health and other benefits that it may contribute, people are more aware
and more willing to try the product itself, the researcher see the benefits in terms of studying
the consumer perception of tea and its influence that may lead consumer to purchase such
product. But the question lies where which kind of theory or model best fits the research. This
broad question may to be explored more or not? Which factor influenced the most? Those are
the question that may be help by the Theory of Reasoned Action (TRA) that is eventually
modified into Theory of Planned Behavior (TPB). The framework for this research came to
explain the elements that underlie this question, elements such as consumer attitude, subjective
norm, perceived behavioral control for TRA model and TPB model as to understand more of
the three predicting element, effect on consumer attitude towards tea product, subjective norm,
perceived behavioral control and the intention to purchase tea.
Data samples from 160 international students of STUST in Taiwan was collected.
PLS-SEM was used to verify the relationship between, behavioral beliefs, normative beliefs,
perceived behavioral control, attitude, subjective norm purchasing intention and regular tea
consumption.
The result of this research found out that all of this factors do affect the purchasing
intention of the international student, but one factor has remained a bit low which is the
subjective norm, for which the reason lies between the student knowledge about the tea and
the culture of tea in Taiwan.
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