茶消費者對茶業產地證明標章認知、知覺價值及購買意願之研究 | 就愛喝咖啡
由李幸芳著作·2017·被引用2次—因食品安全風暴連環爆,在2015年毒茶風暴後,茶葉產地來源備受重視。本研究主要探討茶消費者對茶葉產地證明標章認知、知覺價值及購買意願及其間之關係。
Following the 2015 "poison tea" crisis and to ensure food safety events, the origin of tea products is a matter of increasing public concern. This study focuses on tea consumers awareness of the certification of origin for tea, perceived value, purchasing willingness and their correlations. Data was collected by internet survey and convenience sampling in the tea production region of central and southern Taiwan, including 385 effective respondents out of 480 total. The SPSS software is used for statistical analysis. The results show among the tea consumers awareness level for the certification of origin of tea is higher in relation to safety and lower in the orientation of label. The tea consumers cognition for the certification of origin for tea will affect the perceived value with a positive correlation. The perceived value in terms of label is intermediary to affect the purcha...