| 摘要: | 手搖杯茶飲的市場是發展自1990年代開始的，隨著茶品的種類多樣，調配出來的茶飲更是花樣繁多，隨著消費者的飲食型態習慣改變，心感愉悅是喝手搖杯茶飲的心境，也讓手搖杯茶飲成為臺灣人日常生活中人手一杯的代表性飲品。
臺灣的飲料市場近幾年逐漸向國外擴展，而政府也在2016年復提出「新南向政策計劃」，此政策提出主要是希望能帶動手搖杯茶飲店的微型創業市場，深耕東南亞推廣臺灣的茶飲文化。
本研究以印尼籍移工消費者為例，整理出「臺灣外帶手搖杯茶飲的知識量表」、「臺灣外帶手搖杯茶飲的態度量表」、「臺灣外帶手搖杯茶飲的行為意圖量表」做為研究調查，以問卷隨機抽樣在臺引進之印尼籍移工為消費者群體，並以人口統計變數作為獨立變數，藉此探討不同背景之印尼籍移工，分別對手搖杯茶飲的知識、態度、行為意圖間的關聯性。
本研究受測者問卷發出450份，有效問卷回收為350份，所得資料以敘述性統計分析、獨立樣本t檢定、單因子變異數分析、信度分析、多元廻歸分析、皮爾森相關分析等研究方法，進行資料處理。其得知結果如下：
一、 印尼籍移工對手搖杯茶飲的知識、態度與行為意圖皆為「非常滿意」、「滿意」及「普通」之範圍，顯示手搖杯茶飲在臺受歡迎之程度。
二、 「知識」對「態度」有正向影響。「態度」對「行為意圖」有正向影響。
三、 探討「人口統計變數」對「知識」、「態度」、「行為意圖」的差異。最後，本研究結果可對在臺手搖杯茶飲業者之參考依據並提出後續研究建議。
The beverage market for hand-shaken teas has been developed since the 1990s. Due to the variety of teas, the tea drinks products are more varied. As consumers' drinking habit change, the joyful mood of enjoying shaking cups of tea also makes handshake cups of tea a representative drink for Taiwanese people in their daily lives.
The beverage market in Taiwan has gradually expanded to foreign countries in recent years, and the government has also proposed a “new southward policy plan” in 2016. This policy is mainly intended to promote the micro-entrepreneurship market of hand-shaken teashops in Southeast Asia to promote Taiwan's tea culture.
This study uses Indonesian labor consumers as an example to explore knowledge of take-out hand-shaken cups of tea in Taiwan, attitude of take-out hand-shaken cups of tea in Taiwan, and iIntended behaviors of take-out hand-shaken cups of tea in Taiwan. Through the research survey, the questionnaire was randomly sampled to the Indonesian labor consumers working in Taiwan as the target group, and the demographic variables were used as independent variables to explore the difference and the correlation between them.
In this study, 450 questionnaires were sent out and 350 valid questionnaires were collected. The data were analyzed by narrative statistical analysis, independent sample t-test, single-factor analytic analysis, reliability analysis, multivariate analysis, Pearson correlation analysis, etc. The results are as follows:
1. The knowledge, attitude and behavioral intentions of Indonesian labor consumers about take-out hand-shaken cups of tea are expressed within "very satisfied", "satisfied" and "ordinary", indicating the popularity of hand-shaken cup of tea in Taiwan.
2. "Knowledge" has a positive impact on "Attitude". "Attitude" has a positive impact on "Behavioral intentions".
3. By exploring the differences between "demographic variables" and "knowledge", "attitude" and "behavioral intentions". Hopefully, the results of this study can be used as a reference for the hand-shaken cup of tea drinkers and suggest follow-up studies. |
