An Empirical Study of Brand Image, Product Quality, Business Social Responsibility, Perceived Value and Loyalty - A Case Study of Tea in Songboling, Mingjian Township, Nantou

• Main Author: 陳清偉
• Other Authors: 許世宏
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/w5rkcs

碩士 === 真理大學 === 休閒遊憩事業學系碩士班 === 105 === Tea is a worldwide universal drink aside from water. Taiwan has a long history of drinking tea, and different tea producing areas have their own characteristics. Among them, the tea producing area in Mingjian Township, Nantou County has been producing tea for over a century and is the best professional area of exporting tea in Taiwan. But affected by food safety issues recently, the image of domestic tea is seriously tarnished in sales in domestic and foreign market. Additionally, consumers impose stricter requirements for the safety and hygiene of agricultural products, so safe use of pesticides and tea garden health management have become a procurement specification of consumers to buy tea. Under such circumstance, how to fight for consumer recognition is a grim task facing every tea producing area. From the perspectives of consumers, this study probes into five aspects of tea manufacturers' brand image, Product quality, business social responsibility, perceived value and loyalty. Based on the research results, this study provides the recommendations about sustainable management offered by tea manufacturers in Sung Po Ling, Mingjian Township as a reference for future research into relevant topics. For the purpose of research, SPSS17.0 and AMOS20.0 were employed for reliability and validity analysis, descriptive statistics, one-way ANOVA, t test, and structural equation model（SEM）analysis. The results of this study find that men attach greater importance to brand image than women. In respect of age group, customers aged 31-40 and 41-50 think more highly of brand image than those aged over 60. Regarding social responsibility, customers aged 41-50 pay significantly more attention to brand image than those aged over 60. After the SEM analysis, it is found that product quality and business social responsibility positively affect perceived value which positively affects loyalty.