| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 104 === With long history of planting tea leaves and drinking tea culture, tea in Chinese culture has been a popular drink. Thanks to consumers’ habits of drinking tea and trend of regime, tea leaves have been essential industry. However, many cases of food safety are exposed. Unethical businessmen and some tea shops with high reputation import tea leaves to pretend Taiwan’s. Owing to this, consumers have doubted the traditional tea shops and become distrusted the product.
The purpose of this study discusses the relations towards consumers’ brand awareness, perceived risk, customer satisfaction and purchase intention. Participants are collected from customers of tea shops of Farmers’ Association in Yilan area. The questionnaire is adopted convenience sampling method, which is collected and analyzed by reliability, validity, item, related, and regression analysis. Based on those results, related suggestions are dressed. Also, the results can support business of tea shops how to run business better.
Based on data analysis, consumers approve of brand awareness highly, the customer satisfaction becomes higher. Consumers have higher agreement on perceived risks, such as performance risk, psychological risk, society risk and time risk, the customers satisfaction gets higher. Consumers’ brand awareness raises up perceived risk; customer satisfaction raises up purchase intention. As a result, the purchase intention is raised. Also, this study finds the degree of consumers’ brand awareness and perceived risk will affect customer intention by customers’ satisfaction. Then, the degree of brand awareness will affect customer satisfaction by perceived risk.
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