The Relationship of Brand Image, Perceived Value and Purchase Intention－A Case Study of Cross－Strait Consumers Buying Alishan High Mountain Tea

• Main Authors: Hsueh, Chien-Hung, 薛健宏
• Other Authors: Chen, Cheng-Che
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/7sz487

碩士 === 遠東科技大學 === 行銷與供應鏈管理研究所 === 101 === The tea culture is very popular in Taiwan and tea sets can be seen in families and companies. Making tea and drinking tea can be a leisure and can also be used to connect friendship. Many good quality tea has been produced in Taiwan, particularly the high mountains tea is widely praise and internationally renowned. Alishan High Mountains Tea is one of the hottest high mountains tea due to the driven from pomp of Mainland tourists to come to Taiwan and demands for tea are on the growing. Tea is an incomplete-information product for consumers and consumers cannot clearly distinguish the quality of tea. Therefore, brands from tea region is one of the important indicators for consumers to buy tea. Consumers go to tea store at tea region and directly drink tea, so perceived value is one of the indicators for deciding to tea after consumers drink tea. Therefore, this study explores if there is a significant influence on brand image, perceived value and purchase intention about Alishan High Mountains Tea of consumers in Cross-strait. In addition, Alishan High Mountains Tea is well received by Mainland tourists and it is worthy of further exploration on whether Alishan High Mountains Tea of Taiwan is the only choice of Taiwanese consumers and whether it has significant differences in three aspects of brand image, perceived value and purchase intention about Alishan High Mountains Tea of consumers in Cross-strait respectively. This study uses consumers in Cross-strait from tea stores alongside the Alishan Highway as subjects. The obtained sample data were analyzed through relevant statistical methods such as P1－P2 Test for two individual population proportion and analyzed through Statistical Package for the Social Science (SPSS). The findings of this study are (1) brand image of Alishan High Mountains Tea has a significant influence on perceived value for consumers in Cross-strait, (2) perceived value for consumers in Cross-strait has a significant influence on purchase intention of Alishan High Mountains Tea, (3) Alishan High Mountains Tea has a significant influence on purchase intention for consumers in Cross-strait, (4) there is a significant difference on brand image of Alishan High Mountains Tea for consumers in Cross-strait, (5) there is a significant difference on perceived value of Alishan High Mountains Tea for consumers in Cross-strait, and (6) there is a significant difference on purchase intention of Alishan High Mountains Tea for consumers in Cross-strait. The results of this study will be provided as a reference when tea farmers and tea stores make relevant decisions.