台灣大學生手搖飲料消費行為因素探討

THUIR > Outstanding Academic Papers by Students > Research report > Item 310901/31941

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Title:	台灣大學生手搖飲料消費行為因素探討 Factors affecting the purchase behavior of Taiwanese college students in hand-shaken beverages shop
Authors:	曾宜婕賴靜琦廖苡婷吳曉薇
Contributors:	陳玫樺 Chen, Mei-Hua 外國語文學系
Keywords:	手搖飲台灣大學生流行偏好 hand-shaken beverages Taiwanese college students trendy preference
Date:	2022-06-19
Issue Date:	2022-06-21T03:10:52Z (UTC)
Abstract:	手搖飲佔據了台灣人民生活中很重要的一部分，身為大學生的我們經常飲用手搖飲，因此我們認為大學生對於手搖飲店有相當重要的影響力，此份研究報告的目的是為了解何種行銷手法能夠成功吸引台灣大學生，以及台灣大學生之手搖飲口味偏好，為了能夠更加了解此課題，我們設計了一份網路問卷，以探討台灣大學生對於手搖飲的消費行為，此問卷可以被分為四個部分，基本資料、消費行為、行銷手法和品牌。藉由分析收集到的 366 份問卷之數據，我們得到四個主要的發現，首先，每個月平均生活費較高的學生，相對花費較多錢在手搖飲上，二、個人偏好、店家乾淨整潔、交通方便、商品多樣還有價格合宜，是一間手搖飲品牌成為受大學生喜愛的關鍵因素，三、流行品牌和大學生之手搖飲品牌偏好並沒有直接關係，四、店家折扣、季節性商品和聯名品牌為三個最能夠吸引大學生的行銷手法。我們認爲此問卷可以幫助手搖飲店更加了解台灣大學生對於手搖飲之口味偏好，並且吸引更多學生族群 Hand-shaken beverages take a huge part of Taiwanese life. As college students, we often drink hand-shaken beverages, and we believe that college students have an important influence on the hand-shaken beverage shops. The purpose of this report is to understand what kind of marketing strategies for hand-shaken beverages can successfully attract Taiwanese college students and the preferred flavor of Taiwanese college students. To know the answer, we designed an online questionnaire to investigate the shopping behaviors of Taiwanese college students on hand-shaken beverages. Our questionnaire can be divided into four parts: basic information, shopping behavior, marketing strategies, and the brands. By analyzing the data of the 366 questionnaires we have received. We found four major findings related to the shopping behaviors of Taiwanese college students on hand-shaken beverages. First of all, students who have more monthly allowance spend higher monthly expenses on hand-shaken beverages than other students. Second, the preferred flavor of customers, cleanliness of the shop, the shop is easily accessible, various products, and reasonable prices are five key points to make a hand-shaken beverage shop being loved by Taiwanese college students. Third, trendy brands are highly possible to not match with personal preferences of hand-shaken beverage shops. Lastly, the appealing marketing strategies for Taiwanese college students are discounts, seasonal products, and co-branding products. As a result, we think this report can make the hand-shaken beverage shops understand Taiwanese college students’ preferred flavors, and thus attract more college students.
Appears in Collections:	[Outstanding Academic Papers by Students] Research report

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