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品牌標誌、氣泡形狀和氣泡顏色對消費者評價的影響

為了解決l logo brand的問題，作者黃琬珺 這樣論述：

Bubble tea is becoming very popular these days, and as a result, the demand for bubbletea drinks is expected to increase. The objectives of this study are to determine the attributes that consumers consider important when they purchase bubble tea. The main purpose is to get a better understanding o

n how the shape of brand logo, the shape of bubble, and the colour of bubble can influence consumer evaluation. There are four hypotheses obtained from this study.Hypothesis 1 (H1) is that all 17 attributes have significant relationship with consumer purchase decision. Then, the author run factor an

alysis for data on Hypothesis 1 and found someattributes are more important than others. Consequently, Hypothesis 2 (H2) is that the shape of brand logo can affect consumer evaluation. Hypothesis 3 (H3) is that the norm of food shape can influence consumer evaluation. Hypothesis 4 (H4) is that the n

orm of food colour can influence consumer evaluation. Statistical analysis has shown that not all of the important attributes of bubble tea have an impact on consumer purchase decision. The shape of brand logo does not affect consumer evaluation, possibly because the participants could not identify

the difference between the two brand logos. In contrast to the shape of brand logo, the shape of bubble as well as the colour of bubble affect consumer evaluation. The results and findings of this study will be of interest to bubble tea businesses who want to target Indonesian consumers. There are s

ome limitations in this study, including the limited number of samples, the paucity of time, and participants in this study are limited to Indonesian respondents.