| 摘要： | The purpose of this study was to explore the impacts of brand awareness, price promotion, and
impulsive buying traits on Taiwanese high mountain tea purchase intentions. A quota sampling design
was employed to collect information. A total of 700 questionnaires were distributed to 10 tourist
areas in Alishan Township, Chiayi, Taiwan (70 questionnaires in each tourist area) with an effective
response rate of 98.3%. Structural equation modeling was employed to verify the relationships among
the proposed models. The results showed that brand awareness and price promotion had positive
influences on purchase intention. Impulsive buying traits did not moderate the relationship between
brand awareness and purchase intention but moderated the relationship between price promotion and
purchase intention. Based on the results and discussion, suggestions are given for tourists, business
operators, and future researchers. |
