Exploring Factors Affecting Foreign Students of Southern Taiwan University to Purchase Tea in Taiwan: An Application of TPB Model

• Main Authors: Aaron Carvy S. Guevarra, 林志聰
• Other Authors: Chang, Yung Chi
• Language: en_US
• Published: 104
• Online Access: http://ndltd.ncl.edu.tw/handle/24307405144130557928

碩士 === 南臺科技大學 === 商管專業學院 === 103 === In recent years, tea is considered to be an important beverage or drink to the new generations, with its health and other benefits that it may contribute, people are more aware and more willing to try the product itself, the researcher see the benefits in terms of studying the consumer perception of tea and its influence that may lead consumer to purchase such product. But the question lies where which kind of theory or model best fits the research. This broad question may to be explored more or not? Which factor influenced the most? Those are the question that may be help by the Theory of Reasoned Action (TRA) that is eventually modified into Theory of Planned Behavior (TPB). The framework for this research came to explain the elements that underlie this question, elements such as consumer attitude, subjective norm, perceived behavioral control for TRA model and TPB model as to understand more of the three predicting element, effect on consumer attitude towards tea product, subjective norm, perceived behavioral control and the intention to purchase tea. Data samples from 160 international students of STUST in Taiwan was collected. PLS-SEM was used to verify the relationship between, behavioral beliefs, normative beliefs, perceived behavioral control, attitude, subjective norm purchasing intention and regular tea consumption. The result of this research found out that all of this factors do affect the purchasing intention of the international student, but one factor has remained a bit low which is the subjective norm, for which the reason lies between the student knowledge about the tea and the culture of tea in Taiwan.