| Summary: | 碩士 === 南華大學 === 文化創意事業管理學系休閒產業碩士班 === 105 === The purpose of this study is to explore the relationship among consumer motivation, consumer satisfaction, and consumer loyalty with an example of tea consumers in Chiayi Alishan tea area. The study investigated the consumer of Chiayi County Alishan tea area, the consumers include Xianye tea class customers. This study collected 137 effective questionnaires. The effective rate was 97.8%. The data was analyzed by different statistical analysis, such as descriptive analysis, the t-test, one-way ANOVA, Pearson's correlation coefficient analysis and regression analysis. The conclusions are as following: 1. The tea consumers generally pay attention to the quality of tea products. 2. Consumption motivation is affected by occupation, traceable agriculture product, and certification of origin. 3. Consumer satisfaction is affected by marriage, occupation, traceable agriculture product, and certification of origin. 4. Consumer loyalty is affected by gender, marriage, age, occupation, purchase frequency, traceable agriculture product, and certification of origin. 5. There are positive relationships among consumer motivation, satisfaction. 6. The commodity quality and environmental facilities are positive to repurchasing intention.
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