| 摘要: | 本研究主要目的乃在探討嘉義阿里山茶區茶葉消費者的消費動機、消費者滿意度、消費者忠誠度以及研究結果之相互關係。本研究主要的研究對象是以嘉義縣阿里山茶區的消費者為研究對象，消費者中包含仙葉茶班的顧客，回收有效問卷137份，回收率為97.8%，並以敘述統計分析、t檢定、單因子變異數分析、相關性分析及迴歸分析等統計方法，探討阿里山茶區茶葉消費者的消費動機、消費者滿意度與消費者忠誠度的關係。根據資料分析結果，本研究獲致以下結論：1.茶葉消費者普遍重視茶葉商品的品質。2.消費動機受到職業及是否知道生產履歷和產地標章影響。3.消費滿意度受到婚姻、職業及是否知道生產履歷和產地標章影響。4.消費忠誠度受到性別、婚姻、年齡、職業、購買頻率及是否知道生產履歷和產地標章影響。5. 消費動機、消費滿意度與消費忠誠度，三者皆呈現顯著正相關。6.商品品質與環境設施對消費者再購意願呈現正向關係；人員服務與商品品質對向他人推薦呈現正向關係。
The purpose of this study is to explore the relationship among consumer motivation, consumer satisfaction, and consumer loyalty with an example of tea consumers in Chiayi Alishan tea area. The study investigated the consumer of Chiayi County Alishan tea area, the consumers include Xianye tea class customers. This study collected 137 effective questionnaires. The effective rate was 97.8%. The data was analyzed by different statistical analysis, such as descriptive analysis, the t-test, one-way ANOVA, Pearson's correlation coefficient analysis and regression analysis. The conclusions are as following: 1. The tea consumers generally pay attention to the quality of tea products. 2. Consumption motivation is affected by occupation, traceable agriculture product, and certification of origin. 3. Consumer satisfaction is affected by marriage, occupation, traceable agriculture product, and certification of origin. 4. Consumer loyalty is affected by gender, marriage, age, occupation, purchase frequency, traceable agriculture product, and certification of origin. 5. There are positive relationships among consumer motivation, satisfaction. 6. The commodity quality and environmental facilities are positive to repurchasing intention. |
