The Influences of TRA Theory and Tea Beverage Channels Trust on Customers’ Purchasing Intention in Southern Taiwan

• Main Authors: Yu-TingShih, 施育廷
• Other Authors: Mi-Chia Ma
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/yrdq8h

碩士 === 國立成功大學 === 高階管理碩士在職專班(EMBA) === 107 === The purpose of this study is to explore the influences among trust, purchasing attitude, subjective norm, and purchasing intention. We expect to promote the business opportunities of tea beverage channels by the research result. In this study, we distributed web-based questionnaire to customers in southern Taiwan who were selected by snowball sampling. This study analyze data by SPSS 20.0, including descriptive statistics analysis, factor analysis, reliability analysis, reliability analysis, regression analysis, independent-sample t test, and one-way ANOVA. The findings of this study are as follows: 1.Trust has significant positive impacts on purchasing attitude. 2.Trust has significant positive impacts on purchasing subjective norm. 3.Purchasing attitude has significant positive impacts on purchasing intention. 4.Purchasing subjective norm has significant positive impacts on purchasing intention. 5.Trust has obvious difference on tea beverage channels. 6.Trust, purchasing attitude, purchasing subjective norm, and purchasing intention have obvious difference on demographic variables such as marriage status, education level, age, and tea price.