The Research on Purchase Intention of Internet-famous Handmade Drinks

• Main Authors: JOU, ROU-JIUN, 周柔均
• Other Authors: KUO, TE-PING
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/56n6cy

碩士 === 國立高雄餐旅大學 === 餐旅研究所 === 106 === Taiwan’s handmade drinks is internationally recognized. Nowadays, the drinks need not only to be tasty, but also to be eye-catching. With dozens of competitors, how exactly does the drinks shop which is so popular on social media stand out from all the others has become one of the greatest challenges to the business operators. The main objective of this research is to understand the influencing factors on purchasing behavior of internet-famous handmade drinks; and to find out if there is any difference in purchase intention with two indicators: consumers from different supplier and consumers from different personal backgrounds. In this empirical study, the method of this study adopts the questionnaire, and three internet-famous handmade drinks shops including “Good Day Good Time,” “Tea Industry” and “10 DRAW” were served as observing objects. It was found that: （1） The main factors affecting the purchase intention can be summed up in the six dimensions: “service,” “popularity,” “environment,” “price,” “image” and “product”. Except for “image,” the rest of the dimensions have significant effect on the “Repurchase intention. For the “Willingness to Recommend,” all dimensions have significant effect. “Popularity” is the most significant factor affecting purchase intention. The second are “service,”“product” and “price.” “Environment”and “image” are less significant. （2） Except “purchase price”, no significant differences were found in purchase intention of consumers of different “gender,” “age,” ”vocation” and “income.” （3） No significant differences were found in purchase intention of consumers from the three suppliers.（4）The characteristics of individual customer is significant correlated with the supplier.