Using the Theory of Planned Behavior to Investigate the Consumer Behavior and Consumers’ Willingness to Purchase of Cold-Drip Coffee Consumers

• Main Authors: HUANG,CHANG-YU, 黃湞淯
• Other Authors: YEH,LONG-TAI
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/g3eszu

碩士 === 稻江科技暨管理學院 === 餐飲管理研究所 === 107 === Coffee is one of the top three beverages in the world(Coffee, tea, cocoa). Not only does it play a decisive role in commercial trade, but also is full of our lives. The main purposes of this study are as follows: 1.to understand the consumer behavior of cold-drip coffee. 2.to use the Theory of Planned Behavior to explore the influence of consumers' attitudes on buying cold-drip coffee and the influence of subjective norms on consumers' willingness to buy. 3.to provide advice for the management and marketing for coffee industry operators. The study conducted the questionnaire survey. The questionnaire were distributed based on convenience collected sampling and a total of 423 valid questionnaires were collected. Relevant verifications were performed using descriptive statistics and structural equation models. The statistical analyses included percentage allocation, t-test, single-score variation analysis, and correlation analysis. The results of the study have the following findings. 1.In terms of age groups and marital status, consumers of "41-50 years" men had the highest acceptance in "taste", "concentration", "temperature" and "sale price". 2.Consumer with higher educations, including "packaging", "equipment", "service", "brand" and "consistency of the products" of cold-drip coffee. Based on the research finding, relevant recommendations to coffee industry were provide. result of consumers buying iced coffee; the subjective norm of iced coffee is established for the purchase intention. The perceptual behavioral control of iced coffee is established for the willingness to purchase. The attitude of iced coffee has a significant difference in the willingness to purchase.