Predictions/ Hypothesis:
From our pre-research it can be seen that two out of the three research papers we focused
on were about college students and factors that influence their behavior the most
Seeing that we have the resources to further and more fully test student’s emphasis on
different aspects that might influence their consumption behavior, our research question
ended up to be do NTU students with different bubble tea purchase frequency have different
factor emphasis:
With this research question, the independent variable is NTU students while the dependent
variable is factor emphasis.
Going more into detail, we divided NTU students into two groups, those that purchase drinks
frequently, group 1, and those that don’t, group 2.
Extending this division, our main hypothesis consists of the null being group 1 and 2 have
the same significance level in factors while the alternative being group 1 and two do not
have the same significance level in factors
So why and how were we able to divide NTU students this way, in one of our survey
questions, “How often have you purchased bubble-tea store drinks in the past year?”
We had respondents pick between less than 1, 1-5, 6-10, 10-15, and >15.
Summing up the respondents that picked each category, we ended up making those
who chose less than 1 and 1-5 group 1 the low purchase frequency group and 6-10,
10-15, and more than 15 group 2 the high purchase frequency group.
Group 1 ended up consisting of 164 respondents while group 2 ended with 195,
pretty evenly divided.
Methodology- Measurement and Scaling
Moving onto our methodology, the construct we chose to study was purchase
motivation which means constitutively factors that influence consumers to buy or not
a product or service.
Operationally, we broke purchase motivation into 11 factors and asked respondents
to rate from 1-5 how significant they thought each factor is when they purchase
drinks, one meaning very insignificant and 5 meaning very significant .
Here are our 11 dependent variables, some of these were inspired by the
pre-research papers.
The first one brand image means the overall energy the drink store gave off such as
elegant, fancy, cute, etc,
Recommendation from others means if the reviews that others have posted on social
media or google maps is significant.
Staff service and attitude and price and promotion means as the name suggests.
Drink and topping choices more specifically means if choice variety is significant.
Quality consistency is drink flavor and texture of ingredient tastes the same every
time. Additional products is the brand selling additional complementary products like
desserts.
By healthiness we mean ingredients used are higher quality. Flavor fits likeness
means liking the drink taste and lastly menu design meant if information such as top
chosen flavors is marked on the menu to provide more information. The 11th
dependent variable was not measured by asking respondent to rank 1-5 but rather
they were asked How many different bubble-tea store brands have you tried and
bought in the past year? and chose a range.
Methodology- Sampling
The population of our survey were NTU students and we utilized convenience sampling
through asking followers of NTU 交流版 to fill out our google forms and their incentive was
being able to participate in a lucky draw where we drew 3 lucky winners that received 150
NTD each to buy their own drink.
The advantages of this technique was that we were able to receive multiple responses in a
short amount of time and cost. Additionally, there were less bias in terms of influencer
respondents answers because we couldn’t be there to sway them in any way and they
completed it in their own free time without anyone watching. On the other hand, the
disadvantage was that not all NTU students are in the club so that might have caused our
sample to not be 100% representative of the NTU population. Regardless we still chose this
method since we emphasized getting a large amount of responses under a short amount of
time.
Survey Sampling:
Moving onto our survey design, it is split into three sections, basic information, brand image
and drinks. The basic information section gave us information about our respondents that
would help with the study and gave us an overall summary about our respondents emphasis
on different factors. As you can see here the question in red is the question that we used as
our iv and the two questions beneath it ended up being our dependent variable. Seeing that
our IV and DV came from the first part 1 you might ask well then why make two more
sections. This is because even though we might already have a good idea about how to
answer our research question from part 1, we designed parts 2 and 3 to have questions that
would further prove or give us more idea about what strategies to give stores after our
results.
Descriptive Analysis
Using two of our questions from basic information, college and current year or student we
here is our descriptive analysis you can see that there were more students studying in a
department related to science with the most being bio resources and agriculture which
ended up to being 55. Management was second highest being 49 respondents.
我沒打完但就是用數字大概講一下