The Product Attributes‚ Perceived Risk and Consumers’ Behavior of Handmade Drinks:Evidences from the Junior High School Students of Taipei

• Main Authors: CHEN,WEN-WEN, 陳雯雯
• Other Authors: CHEN,YU-FEN
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/kntr65

碩士 === 大葉大學 === 管理學院碩士在職專班 === 106 === Looking around the streets of Taiwan, bubble tea shop brands are highly competitive, fully creative and offer instant enjoyment of layered vision of drinks. Under the stimulus of the popularity of Facebook,check-in, and word-of-mouth publicity, drinking beverages have become a trend, but they are also an invisible killer that affects health, especially for the junior high school students who are growing. This study takes Taipei City's junior high school students as the research samples, and investigates the relationship between product attributes and consumer behavior of beverages, and explores the moderating effects between perceived product risks and consumer behavior. It adopts convenience sampling questionnaire survey, and 383 questionnaires in total were distributed. 358 valid questionnaires were recieved, and the effective rate was 93.4%. Correlation and regression analysis are used to detect the relationship between product attributes and consumer behavior. The results are as follows: 1. Product attributes have a significantly positive effect on consumer behavior. 2. Perceived risk weakens the positive relationship between product attributes and consumer behavior. This study can predict the choices of junior high school students about the consumption behavior of bubble tea shop beverages. In practice, it can provide a strategic reference for bubble tea shop beverage manufacturers to make marketing strategies and for schools to promote healthy diets strategies. Keywords : Handmade Drinks , Product Attributes‚ Perceived Risk , Consumers’ Behavior