The Impact of Print Media’s Health Risks Information on Consumer Behavior of Bubble TeaAn Interpretation from the Perspective of Female Consumer
碩士 === 康寧大學 === 餐飲管理研究所 === 104 === Today, various bubble teas have become a unique part of beverage culture in Taiwan. However, all kinds of potential health risks behind the bubble teas seem not to hinder the purchasing motivations of customers, especially for the young and middle-aged female. In...
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| Other Authors: | |
| Format: | Others |
| Language: | zh-TW |
| Published: |
2016
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| Online Access: | http://ndltd.ncl.edu.tw/handle/2bfxnd |
| Summary: | 碩士 === 康寧大學 === 餐飲管理研究所 === 104 === Today, various bubble teas have become a unique part of beverage culture in Taiwan. However, all kinds of potential health risks behind the bubble teas seem not to hinder the purchasing motivations of customers, especially for the young and middle-aged female. In order to understand this paradoxical phenomenon, this thesis makes an effort to explore the inner rationale behind the young and middle-aged female customer of bubble teas by focus group interview. And, it is also our goal to explore the relationship between health risks related media information and customer’s purchasing motivation.
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