| Summary: | 碩士 === 高苑科技大學 === 經營管理研究所 === 104 === Taiwan is known as "fruit kingdom", a wide variety of all kinds of fruit all year round,.Drink fruit juice has become a fashion of modern life, while on the juice market is dazzling. Taiwan's hot climate, summer is very long, so cold juice for many people choose one refreshing thirst-quenching. With economic development in recent years, Taiwan gradually led into the forest developed countries, Eating out population increased, the importance of healthy eating, food safety and the impact of the storm, so that the people's consumption habits towards more diverse development. Drinking "fresh fruit juice " is from the original refreshing thirst needs, extends to the demand for health nutrients. That tens of dollars of parity consumption, so that man in the street can easily enjoy the benefits of juice. Now, "fresh juice "has become a very popular drink. The purpose of this study is to examine the factors that affect consumers’ spending on drinking.
The theory of planned behavior (TPB), linear structural relationships (LISREL), and analysis of moment structure (Amos) are used in the study to analyzed consumers’ behavior intention. The study investigates the effects of “attitude”, “subjective norm”, and “perceived behavioral control” variables on behavior intention. It employs system theories to understand, analyze, and predict the correlated factors in consumers’ behavior intentions. The findings identify significant positive correlation between attitude and behavior intention, , and significant positive correlation between perceived behavioral control and behavior intention. In conclusion, this study, based on the findings, provides suggestions to juice shop managers and future researchers, in hope to contribute its constructive information to the business and academic communities.
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