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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
出版社: 行銷學系所
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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.
其他識別: U0005-2208200812324300
Appears in Collections:行銷學系所

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