Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23210
標題: 台灣民眾對於公平貿易咖啡產品之購買意願
Fair Trade Coffee Consumer purchase intention in Taiwan
作者: 力永強
Li, Yung-chiang
關鍵字: http://etds.lib.nchu.edu.tw/etdservice/view_metadata?etdun=U0005-2208200812324300;公平貿易咖啡;享樂主義;購買意願;行銷策略
出版社: 行銷學系所
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摘要: 
公平貿易咖啡認證制度已成為全球咖啡市場之主流。近十年來、台灣的咖啡市場成長快速,各式各樣的咖啡產品在台灣都可以消費得到。而在全球化的浪潮下,公平貿易之咖啡產品也已在台灣開始擴展,銷售量日益增加,對台灣咖啡市場將產生一定程度。但縱觀國內外之研究,尚未對台灣公平貿易咖啡產品進行相關之研究。面對日益增加的市場與需求、公平貿易之咖啡產品在台灣的發展有其研究的必要性。因此、本研究針對台灣公平貿易咖啡的消費者進行研究與探討,讓公平貿易咖啡市場能更加健全。
本研究以探索性方式對公平貿易咖啡產品屬性、個人價值觀及人口統計變數對於公平貿易咖啡產品購買意願之影響進行研究。於販賣公平貿易咖啡產品之商店進行問卷發放,共發放400份問卷,回收有效問卷225份,問卷回收後,統計軟體作為研究分析之工具軟體,進行驗證本研究之假設。
本研究在影響公平貿易咖啡產品之因素探討結果證實,本研究所設立之個人價值觀之享樂主義變數及人口統計變數之性別變數確定會影響消費者對於公平貿易咖啡產品之購買意願。研究結果顯示,享樂主義將有助於消費者對於公平貿易咖啡產品之購買意願,且女性較男性願意購買公平貿易咖啡產。
本研究進一步利用個人價值觀變數對願意購買者進行分群,研究之分群結果就其個人價值觀排行而言,該二群體之個人價值觀並未有明顯之差異,故本研究未能將願意購買者有效地分群。最後,本研究針對影響消費者購買公平貿易咖啡產品之因素,擬定行銷策略及管理意涵。

Fair Trade coffee certification system has became the mainstream in the global coffee market. Fair trade coffee product has been introduced in Taiwan's market for many years. However, the market has not been fully study yet. The main purpose of this study was to understand purchase intention of Fair trade coffee product in Taiwan' market.
We used an exploratory study to discuss the relationship among the Fair Trade coffee product attribution, personal value- hedonic and demographic characteristics to the Fair Trade coffee product purchase intention. There were 225 usable questionnaires collected.
This study found that the hypothesis that the personal value- hedonic and demographic characteristics affect the consumer's purchase intention about Fair Trade coffee product. The more to show the hedonic attribution the more consumers would buy it. And female respondents would much interested in the Fair Trade coffee product than the male respondents.
Moreover, this study used the personal value factors to run Clusters analysis, however, there were no differences between two clusters members. We concluded that the Clusters analysis in the study was no meaning. Finally, the marketing strategies and managerial implications were suggested.
URI: http://hdl.handle.net/11455/23210
其他識別: U0005-2208200812324300
Appears in Collections:行銷學系所

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