臺灣品牌「Chatime」在英國倫敦之顧客購買意願研究

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Title:	臺灣品牌「Chatime」在英國倫敦之顧客購買意願研究 Research on the Customer Purchase Intention of Taiwanese Brand “Chatime” in London, U.K.
Authors:	黃斐瑜
Contributors:	企業實務管理數位碩士在職專班
Keywords:	品牌形象知覺價值體驗行銷購買意願
Date:	2023
Issue Date:	2023-08-02 09:38:01 (UTC+8)
Abstract:	臺灣手搖茶飲商機蓬勃，產業發展成熟，企業除運用國際化經營策略，積極拓展海外市場，也應從當地消費市場了解顧客的喜好與需求，創造銷售，藉以延續產品的生命週期與維繫企業永續經營的要件。英國倫敦具歐洲消費市場的代表性，加上臺灣與英國經貿活動日趨熱絡，本研究以在英國倫敦的消費者為研究對象，探究當地消費者對手搖茶飲的品牌形象、產品的知覺價值、企業的體驗行銷是否認同，足以提昇其購買意願，這也能促使產品在國際市場具有一定的競爭力！以倫敦消費者為主要研究對象，採用線上問卷進行，共計發放265份問卷，回收有效問卷258份，經SPSS 22版數據分析，檢定各假說結果均呈現顯著影響，確立假說。本研究結論可做為實務意涵之參據，建議：以不定期的優惠活動，提高消費者的價格知覺、環保耗材提升消費者自我價值與社會認同、運用臺灣文創元素與異業合作，引起消費者共鳴，也形塑企業形象與臺灣品牌；以學術結論提供實務策略，提供相關產業進入英國市場參考。 Understanding the local consumers’ preferences and needs, as well as increasing the customers’ willingness to purchase through appropriate marketing operations are the basis for a sustainable business. London, the UK, is representative of an European consumer market which is experiencing increasing economic and trade activities with Taiwan. Hence, this market is a prime case study to explore whether the brand image, perception, and the operational management style of traditional Taiwanese drink brand is able to cater to the preferences of Londoners through evaluating the consumers’ willingness to purchase, as well as the competitiveness of the product within the market, develop a new business model to create innovative and diversified services, further to expand from domestic to international markets. This study was conducted using an online questionnaire with London consumers. The resulting trend of the data collected was scientifically significant, which affirms the hypotheses made in the study. The results of this study can be applied to analysis practical consumer behaviors. In conclusion, the results drawn from this study can be used to provide practical strategies that consumers are often socially conscious and that environmental-friendly products can be used resonate with consumers’ self-identity which is influenced by social norms. Taiwanese cultural industries can be capitalized to spur cross-industry collaborative opportunities, which often positively resonate with consumers. This also cultivates a positive corporate image and further enhances the exposure of Taiwanese brands within the foreign market.
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