本篇論文旨在探討消費者對於台灣青草茶的看法，透過歷史背景的敘述，從起源、成長市場、應用，到商業模式和創新的潛在機會，研究的目的在於了解嬉皮世代及Z世代最看重台灣青草茶的哪一項特質，本篇研究方法為量化分析，使用XLSTAT軟體，我們發現大家最在乎的一項特色是台灣青草茶的健康療效，除此之外，在受試者的日常飲品習慣中，我們發現大眾相對地喜歡有複雜風味的飲品，飲品的包裝及販售的通路則是與正向青草茶態度及接受度最無相關的兩項，因此我們建議青草茶業者可以在飲品的口味及口感上做投資。

This paper aims to dive in consumer’s perspective in Taiwanese herbal tea. By illustrating the historical contribution from the origin, growing market, the utilization, to business model and potential innovation, the goal of the researching process is to figure out the elements that millennials and generation Z prefer the most within Taiwanese herbal tea. Through quantitative methods and conducting the analysis with XLSTAT, we find out that people are more appreciate the health function in Taiwanese herbal tea. In addition, from the general preference of the respondents, they relatively tend to like more complex flavors when it comes to beverage. While the quality of packaging and the shop's options are the least things that correspond to the positive attitude and acceptance, we suggest the owners of herbal tea invest more in the different texture and flavors.

Table of Contents
Validation Letter i
Thesis Authorization Letter ii
Chinese Abstract iii
English Abstract iv
Table of Content v
Table of Tables vi

1.Introduction 1
2.Literature Review 2
2-1 The origin of Taiwanese Herbal tea 2
2-2 Growing Market of Taiwanese Herbal tea 3
2-3 The Use of Taiwanese Herbal tea 4
2-4 Business Model and the Potential Innovation 6
2-5 Research Gaps and Aim/Purpose of the Study 7
3.Methods 8
4.Result 10
5.Discussion 17
6.Conclusion 19
7.Reference 20
8.Appendix 23

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