| Summary: | 碩士 === 大葉大學 === 休閒事業管理學系碩士在職專班 === 105 === Taiwan has a large population of drinking tea in recent years, with the rise of tea drinks, tea for many people to become a consumer trend . Year by years with people's tea consumption for tea increased, tea consumption pipeline flow, tea traffickers competition, coupled with food security storm. The purpose of this thesis is to comprehensively analyze the characteristics and circumstances of what tea consumers, also analysis the correlation of consumers’ distinct practice for consumer motivation, perceived value, perceived risks, and repurchases intention.
With the questionnaire, this investigation was conducting by convenience sampling, obtained valid questionnaires 304 copies.The instruments included demographics, consumer motivation inventory, perceived value inventory, perceived risks inventory,and repurchases intention inventory. Based on the descriptive statistical analysis, t-test, oneway ANOVA, correlation analysis, and multiple linear regression analysis. The research result shows that different background variable has partial spectacular difference on the consumer motivation, perceived value,perceived risks,and repurchases intention. Most of the source of tea information is word of mouth. Referring to consumer motivation,perceived value achieve significant negative correlation with repurchases intention. Referring to perceived risks achieve significant negative correlation with repurchases intention. Regarding the three factors of consumer motivation, perceived value and perceived risk, perceived value affects repurchases intention the most.
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