產品屬性與知覺價值對購買意願之影響：以精緻手搖飲料為例

The Influence of Product Attributes and Perceived Value on Purchase Intention: A Case Study of Gourmet Hand Shake Beverages

在日漸飽和的飲料市場中，國民生活水準不斷得提升，開始有一群新興飲料店業者為求突破現狀，致力於將飲料打造成精緻、高價化商品。現今手搖飲料品質必須要好之外，還必須有能吸引目光的造型、搭配等，市面上有不計其數的手搖飲料店品牌，各品牌之間常有創意、精緻飲品吸引消費者，手搖飲料之產品屬性開始受到重視。綜上所述，本研究採用量化研究方式進行，研究工具採用李克特氏量表設計問卷，以網路問卷調查的方式蒐集受測者對於這些新興手搖飲料店的精緻飲料其「產品屬性」、「消費者知覺價值」是否影響精緻手搖飲料的「購買意願」。研究結果：(1)產品屬性對於消費者之購買意願具有顯著正向影響。(2)消費者知覺價值對於消費者之購買意願具有顯著正向影響。

In the increasingly saturated beverage market, people's living standards continue to improve. In order to break through the status quo, a group of emerging beverage store operators began to devote themselves to making beverages into exquisite and high-priced products. Nowadays, the quality of hand-cranked beverages must be good, and they must also have eye-catching shapes and collocations. There are countless hand-cranked beverage store brands on the market, and there are often creative and exquisite drinks among brands that attract consumers. The product attributes of shake drinks began to be valued. To sum up, this study adopts the method of quantitative research. The research tool adopts the Likert scale to design the questionnaire, and collects the“product attributes”of the refined beverages in these emerging hand-cranked beverage stores by means of online questionnaire survey”to test whether ''consumer perceived value'' affects the ''purchase intention'' for exquisite hand-shake drinks. Research result：(1) Product attributes have a significant positive impact on consumers' purchase intentions, and (2) consumers' perceived value has a significant positive impact on consumers' purchase intention.