台灣自18世紀開始進行大規模的茶樹種植，目前已成為亞洲重要的茶葉產區。隨著現今社會的變遷，喝茶方式與消費行為改變，手搖飲品的調配方式帶起了一股符合現代人求新、求變的新式喝茶文化，讓茶飲再度受到大家的喜愛。近年來手搖飲料市場異軍突起，吸引許多人投入，然而由於市場競爭力高，及人事成本逐年增長因素下，導致退出者亦多，故業者需要更多的研究來提供提高獲利及減少成本的方法，以利風險的降低。
手搖飲料店從傳統單店的經營進化至現今連鎖加盟經營模式，迅速展店擴點，讓此市場已趨於飽和並引發劇烈競爭，該如何在大街小巷四處林立的手搖飲料店，並在雷同度高且競爭的環境中生存下去，及現代消費者是如何選擇購買的手搖飲品牌與飲品，一直是許多業者想探討的方向。
但截至目前為止，可供參考之文獻極少，再加上近年來數位化、社群媒體、自媒體興起，讓原本的行銷管道不再只限於傳統方式。因此，本研究欲探討社群媒體、自媒體的興起是否會影響顧客購買手搖飲的選擇，以及社群媒體、自媒體是否對手搖飲店有加分的效果，甚至可以提升顧客滿意度。
本研究是採用問卷調查法，並彙整200位受測者之有效問卷的調查結果及整體滿意度進行相關性分析，本研究之研究成果將有助於業者提供更佳的手搖飲滿意度給消費者。

Taiwan has been growing tea trees on a large scale since the 18th century and is now an important tea producing region in Asia. 
With the changes of today's society, tea drinking mode and consumption behavior, the blending method of hand-made drinks has brought up a new tea-drinking culture that is in line with modern people's seeking for innovation and change mentality, and thereby brings the tea drinks once again loved by everyone.
In recent years, the market for hand-made beverages has sprung up, attracting many people to invest, however, the high competitiveness of the market and the year by year increase of the personnel costs are resulting many withdrawals as well, therefore, the industry needs more researches to provide ways to increase profits and reduce costs, so as to reduce risks.
Hand-maded beverage shops have evolved from a traditional single-store operation to the current franchise business model. The rapid expansion of stores has made this market saturated and triggered fierce competition. 
How to survive in a highly similar and competitive environment and how the modern consumers choose brands and types of hand-maded beverage to buy have always been the topics that many shop owners want to discuss.
However up to now, there are very few references available, in addition, the rise of digitization, social media and self-media in recent years allows the original marketing channels no longer limited to traditional methods. Therefore, this study intends to explore whether the rise of social media and self-media will affect customers' decisions on buying which hand-made beverages, and whether the social media and self-media have positive effect on the beverage shops or even improve the customer satisfaction.
This research uses a questionnaire survey method, and aggregates the survey results of the valid questionnaires from 200 subjects then do the correlation analysis with the overall satisfaction. The results of this research will help the industry to provide consumers with better satisfaction with hand-cranked beverages.

目錄	iv
表目錄	v
圖目錄	vi
第壹章  緒論	1
第一節   研究背景與動機	1
第二節   研究目的	4
第三節   研究流程	5
第貳章  文獻探討	6
第一節 手搖飲料的介紹	6
一、台灣手搖飲的歷史起源與定義	6
第二節 品牌形象	8
一、品牌	8
二、品牌形象	8
三、品牌形象之衡量構面	9
四、品牌信任	11
第三節 社群媒體	13
一、社群媒體與傳統媒體的差異	16
二、社群網站	16
三、社群媒體行銷	18
四、網路聲量	19
第四節 產品品質與價格	21
一、 產品品質定義	21
二、 產品價格	22
第五節 服務品質	23
一、服務品質	23
二、服務便利性	23
第六節  顧客滿意度	26
一、顧客滿意度	26
二、顧客滿意度之衡量	27
第七節  研究假設	28
第參章  研究方法與架構	29
第一節 研究對象	29
第二節 研究範圍	29
第三節 研究方法	29
第四節 研究架構	33
一、研究架構	33
二、問卷發放	34
第肆章 研究結果	35
第一節 人口統計變項分析	35
第二節 購買手搖飲的差異分析	37
第三節 顧客購買手搖飲後之滿意度分析	48
第四節 信度分析	50
第五節 因素分析	51
第六節 迴歸分析	53
第伍章 結論與建議	54
第一節　研究結論	54
第二節　研究建議	56
參考文獻	58
附錄	65

表目錄
表2-3-1 社群媒體與傳統媒體差異	16
表4-1-1 樣本人口屬性資料表	35
表4-2-1 不同性別每週購買手搖飲次數	37
表4-2-2 不同性別購買手搖飲的平均單價	37
表4-2-3 不同性別看到社群媒體後購買手搖飲的主要因素	38
表4-2-4 不同性別選擇手搖飲料店的主要因素為何？	38
表4-2-5 不同年齡層每週購買手搖飲次數	39
表4-2-6 不同年齡層購買手搖飲的金額	40
表4-2-7 不同年齡層看到社群媒體(FB、IG…)報導或推薦而購買的主要因素？	40
表4-2-8 不同年齡層在購買手搖飲時，選擇手搖飲料店的主要因素為何？	41
表4-2-9 不同收入每週購買手搖飲次數	42
表4-2-10 不同收入於手搖飲店購物平均金額	43
表4-2-11 不同收入的族群透過社群媒體報導或推薦而購買的主要因素？	43
表4-2-12 不同收入的族群購買手搖飲時，選擇手搖飲料店的主要因素為何？	44
表4-2-13 不同居住地區每週購買手搖飲次數	45
表4-2-14 不同居住地區購買手搖飲的平均單價	46
表4-2-15 不同居住地區透過社群媒體影響而購買的主要因素	46
表4-2-16 不同居住地區購買手搖飲時，選擇手搖飲料店的主要因素為何？	47
表4-3-1 各題項之平均數	48
表4-4-1 Cronbach’s α 係數表	50
表4-5-1 KMO及Bartlett’s球型檢定	51
表4-5-2 各構面因素分析表	52
表4-6-1顧客滿意度之迴歸分析	53

圖目錄
圖1-1-1 飲料店業成長圖	3
圖1-3-1 研究流程圖	5
圖2-3-1 台灣社群媒體使用統計	15
圖3-4-1 研究架構	33

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