A Study on story Marketing and Purchasing Intension of Tea-Taking Oriental Beauty Tea as an Example
碩士 === 佛光大學 === 傳播學系 === 106 === The diversified beverage market now makes the tea industry increasingly competitive. As a new marketing concept, "Story Marketing" has received attention in the marketing field. This study usesd Oriental Beauty Tea as an example to explore the related influ...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2018
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| Online Access: | http://ndltd.ncl.edu.tw/handle/pc8aq5 |
| Summary: | 碩士 === 佛光大學 === 傳播學系 === 106 === The diversified beverage market now makes the tea industry increasingly competitive. As a new marketing concept, "Story Marketing" has received attention in the marketing field. This study usesd Oriental Beauty Tea as an example to explore the related influence of story marketing on consumers' purchase intention. And use questionnaires to collect data. This study used SPSS 22.0 to conduct descriptive statistics, t-test, single factor analysis of variance, Pearson correlation analysis and regression analysis. This study revealed that: I. There were some differences between consumers of different backgrounds in story marketing and tea purchase intentions. II. There was a significant positive correlation between the content of the story and the purchase intention of tea. There was a significant positive correlation between the transmission route and the purchase intention of tea. III. The story marketing had a significant positive influence on the purchase intention of tea; the story content had a significant positive influence on the purchase intention and recommended repurchase; the route of transmission had a significant positive influence on recommended repurchase. Conclusion and suggestions can be used as a reference for tea industry and future research.
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