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品牌標誌、氣泡形狀和氣泡顏色對消費者評價的影響

為了解決power cup 2評價的問題，作者黃琬珺 這樣論述：

Bubble tea is becoming very popular these days, and as a result, the demand for bubbletea drinks is expected to increase. The objectives of this study are to determine the attributes that consumers consider important when they purchase bubble tea. The main purpose is to get a better understanding o

n how the shape of brand logo, the shape of bubble, and the colour of bubble can influence consumer evaluation. There are four hypotheses obtained from this study.Hypothesis 1 (H1) is that all 17 attributes have significant relationship with consumer purchase decision. Then, the author run factor an

alysis for data on Hypothesis 1 and found someattributes are more important than others. Consequently, Hypothesis 2 (H2) is that the shape of brand logo can affect consumer evaluation. Hypothesis 3 (H3) is that the norm of food shape can influence consumer evaluation. Hypothesis 4 (H4) is that the n

orm of food colour can influence consumer evaluation. Statistical analysis has shown that not all of the important attributes of bubble tea have an impact on consumer purchase decision. The shape of brand logo does not affect consumer evaluation, possibly because the participants could not identify

the difference between the two brand logos. In contrast to the shape of brand logo, the shape of bubble as well as the colour of bubble affect consumer evaluation. The results and findings of this study will be of interest to bubble tea businesses who want to target Indonesian consumers. There are s

ome limitations in this study, including the limited number of samples, the paucity of time, and participants in this study are limited to Indonesian respondents.

器具材質與茶種類對消費者之嗅味覺感官意象研究

為了解決power cup 2評價的問題，作者張亦馨 這樣論述：

臺灣茶產業可分為形塑臺灣茶文化形象的精品茶及開拓平價市場的商用茶兩大主軸。根據經濟部統計處資料顯示，在民國104-108年期間，食品飲料店營業額呈現穩定成長趨勢，臺灣茶葉出口值也逐年攀升。在消費力和健康認知下，茶飲對消費者的重要性日益增加。而臺灣茶歷史久遠，發展多種特色茶，茶飲市場中主要以綠茶、紅茶、烏龍茶作為基底茶。現代人在沖泡茶飲時選用的器具越來越多元，沖泡器具材質是影響消費者選擇的因素，且影響茶湯營養成份與香氣滋味。本研究以兩階段實驗來進行，第一階段進行兒茶素含量測測實驗，使用不同茶種類、器具材質找出使用矽膠沖泡的紅茶的兒茶素為含量最高的沖泡組合；第二階段透過實測問卷調查瞭解民眾對於茶

種類、器具材質與嗅味覺感官意象的認知狀況，並與前階段實驗結果進行分析，發現消費者認知具有顯著差異；並將感官意象評價實測問卷結果，經由因素分析將17個感官意象形容詞分為「嗅覺因素」、「味覺因素」、「感性因素」，並使用ANOVA分析、S-N-K多重比較分析找出不同茶種類、器具材質對兒茶素呈現顯著影響，且最影響的沖泡組合為紅茶與矽膠。在消費者認知的部份，兒茶素含量最高的茶種類是綠茶，實驗結果則是紅茶;消費者認為最影響兒茶素的器具材質為土製器具，而實驗結果則為矽膠與玻璃材質；在嗅味覺感官意象中，感性因素對綠茶最具影響、味覺因素對紅茶最具影響、嗅覺因素對高山烏龍茶最具影響，在情緒感官意象形容詞中「有精神

的」形容詞對高山烏龍茶最具有顯著效果，而消費者感官意象與茶種類及器具材質僅有茶種類呈現顯著影響，在不同職業以及是否有茶相關訓練背景消費者，個別歸納出較合適的茶種類及器具材質沖泡組合，對職業與茶相關消費者來說，使用矽膠沖泡高山烏龍茶為最有顯著影響的沖泡組合，且能呈現「有精神的」感性評價；對受過茶相關訓練消費者而言，使用矽膠沖泡綠茶則為最具顯著影響的沖泡組合，且能顯現「有精神的」感性評價。期以本研究成果提供消費者更有效的飲茶建議，進而有助於提升茶飲銷售市場。