| 摘要: | 目前我國對於紫砂壺的學術研究較為闕如，均以探討名壺作家風格、壺具造型等藝術觀點為主題的論文，其餘皆是坊間書籍、期刊介紹茶具之典故、分類、製作、材質、釉彩、朝代、鑑賞、壺藝、挑選、開壺、養壺等特質或與茶文化之淵源。甚少以消費者角度深度探析購買意圖，本研究欲從品牌形象、知覺價值、認知風險、再購意願等消費者層面探討。
本研究採用抽樣問卷進行資料收集，探討紫砂壺之品牌形象、知覺價值、認知風險與再購意願，以SPSS進行敘述性統計分析、信度分析、效度分析、迴歸分析、單因子變異數分析、獨立樣本T檢定之實證研究結果分析。本研究品牌形象、知覺價值、認知風險作為自變數，探討各研究變項是否會影響再購意願，結果顯示出品牌形象對於知覺價值、再購意願、認知風險有顯著性影響。而知覺價值對於再購意願有顯著性影響，認知風險對於再購意願有顯著性影響。本研究發現紫砂壺的百年品牌形象能提升藏家(消費者)的好感度，進而影響藏家(消費者)的再購意願。
At present, there is a lack of academic research in our country. The papers focus on discussing the artistic views of famous teapot writers, such as the style of teapots, and the shape of teapots. The dynasties, appreciation, pot art, selection, pot opening, pot maintenance and other characteristics or the origin of tea culture. There are few in-depth analyzes of purchase intentions from the perspective of consumers. This study intends to explore from the perspective of consumers such as brand image, perceived value, per-ceived risk, and repurchase intention.
This study uses sampling questionnaires to collect data, discusses the brand image, perceived value, cognitive risk and repurchase intention of Zisha teapot, and uses SPSS to conduct descriptive statistical analysis, reliability analysis, validity analysis, regression analysis, and single-factor variance analysis. Analysis of empirical research results of in-dependent sample T-test. In this study, brand image, perceived value, and cognitive risk were used as independent variables to explore whether each research variable would af-fect repurchase intention, and the results showed that brand image had a significant im-pact on perceived value, repurchase intention, and cognitive risk. Perceived value has a significant impact on repurchase intention, and cognitive risk has a significant impact on repurchase intention. This study found that the century-old brand image of the purple clay pot can increase consumers' favorability, and then reflect consumers' repurchase in-tention. |
