Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/23536
標題: 消費者生活型態與認知對公平貿易咖啡產品購買意願影響之研究
A Study of Consumers’ Cognition and Lifestyle toward Purchase Intention in Fair Trade Coffee Products
作者: 許嘉玲
Hsu, Chia-Ling
關鍵字: 公平貿易咖啡;Fair Trade Coffee;生活型態;認知;購買意願;Lifestyle;Cognition;Purchase Intention
出版社: 行銷學系所
引用: 一、中文部分 力永強 (2008)。台灣民眾對於公平貿易咖啡產品之購買意願。中興大學行銷學系 所碩士論文,未出版,台中市。 方世榮譯 (1995)。(Philip Kotle著)。行銷管理學。台北:東華書局。 白湘銀 (2009)。探討公平貿易發展與實踐:以咖啡產業為例。東吳大學政治學碩 士論文,未出版,台北市。 向春玲 (2009)。消費者對公平貿易認知及態度之研究。中原大學國際貿易研究所 碩士論文,未出版,桃園縣。 呂正成 (1994)。綠色消費者之消費行為硏究: 以主婦聯盟會員為例。台灣大學企業管理所碩士論文,未出版,台北市。 別蓮蒂 (2000)。生活型態白皮書: 2000 年台灣消費習慣調查報告。台北:商周。 吳明隆 (2008)。SPSS操作與應用-多變量分析實務。台北:五南。 東方線上E-ICP研究中心、別蓮蒂 (2011)。2011 E-ICP台灣成年生活型態聖經。台北:東方線上。 洪蘇翠娟 (2003)。高雄市居民對年節習俗的飲食認知、態度與行為之相關研究。 中國文化大學生活應用科學研究所碩士論文,未出版,台北市。 許丞宏、蔡秉羲、陳柏州 (2003)。書寫系統與認知結構:認知心理學與神經語言 學的發現。網路社會學通訊期刊,34,34–37。 張春興 (2004)。心理學概要。台北: 東華書局。 陳淑君 (2004)。居民對文化資產保存認知與願付價格之研究。朝陽科技大學休閒 事業管理研究所碩士論文,未出版,台中縣。 張惠蓮 (2007)。非營利組織整合行銷傳播績效評估之研究以-社團法人青年創業 協會為例。非政府組織學刊,3,69–102。 許家祥、孔方正、張倩華、王翊安 (2010)。有機食品消費者認知-商店印象與購 買意願之關聯性研究。運動健康與休閒學刊,17,59–70。 劉天麟 (2003)。青少年生活型態與運動產品購買決策之研究-以撞球運動與運動鞋 為例。國立體育大學體育研究所碩士論文,未出版,桃園縣。 鍾聖校 (1990)。認知心理學。台北:心理出版社。 二、英文部分 Bacon, C. (2005). Confronting the coffee crisis: can fair trade, organic, and specialty coffees reduce small-scale farmer vulnerability in northern Nicaragua? World Development, 33(3), 497–511. Bok, D. C. (1984). Beyond the ivory tower: Social responsibilities of the modern university. Cambridge, UK: Harvard University Press. De Pelsmacker, P., Driesen, L., & Rayp, G. (2005). Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee. Journal of Consumer Affairs, 39(2), 363–385. De Pelsmacker, P., & Janssens, W. (2007). A model for fair trade buying behaviour: The role of perceived quantity and quality of information and of product-specific attitudes. Journal of Business Ethics, 75(4), 361–380. Demby, E. (1974). Psychographics and form where it comes, Lifestyle and Psychographics. William D. Wells Edition, American Marketing Assocation Conference Proceedings, 22,11-30. Chicago, IL: American Marketing Assocation Publications DeVellis, R. F. (2011). Scale development: Theory and applications. Thousand Oaks, CA: Sage Publications. Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307– 319. Engel, J.F., Blackwell, R.D.,& Kollat,D.T. (1978). Consumer Behavior, 3rd ed. New York, NY: Holt, Rinehart &Winston Company. Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer Behavior, 8th ed. New York, NY: Dryder Press. Fridell, G. (2007). Fair trade coffee: The prospects and pitfalls of market-driven social justice. Toronto, CA: University of Toronto Press. Galbraith, S., & Stephenson, H. B. (1993). Decision rules used by male and female business students in making ethical value judgments: Another look. Journal of Business Ethics, 12(3), 227–233. Golding, K., & Peattie, K. (2005). In search of a golden blend: perspectives on the marketing of fair trade coffee. Sustainable Development, 13(3), 154–165. Gresser, C., & Tickell, S. (2002). Mugged: Poverty in your coffee cup. London, UK: Oxfam International. Hawkins, D., Best, R., & Coney, K. (1992). Consumer Behavior: Implications for Marketing Strategy. Chicago, IL : Richard D. Irwin. Jaffee, D. (2007). Brewing justice: Fair trade coffee, sustainability, and survival. Berkeley and Los Angeles, CA: University of California Press. Kotler, P., & Keller, K. (2012). A Framework for Marketing Management, 5th ed. England, UK : Pearson. Kelly, G. A.(1995). The Psychology of Personal Constructs, 5th ed. New York, NY: N.W. North and Co. Kotler, P. (1991). Marketing Management: Analysis, Planning, Implementation, and Control, 7th ed. Upper Saddle River, NJ : Prentice-Hall. Kotler, P. (2000). Marketing Management: Millennium Edition,10th ed. Upper Saddle River, NJ: Prentice Hall. Lazer, W. (1963). Lifestyle concepts and marketing. Toward Scientific Marketing, 18(3), 140–151. Linton, A., Liou, C. C., & Shaw, K. A. (2004). A Taste of Trade Justice: Marketing Global Social Responsibility via Fair Trade Coffee. Globalizations, 1(2), 223–246. Littrell, M. A., & Dickson, M. A. (1999). Social responsibility in the global market: Fair trade of cultural products. Thousand Oaks, CA: Sage Publications. Loureiro, M. L., & McCluskey, J. J. (2003). Consumer preferences and willingness to pay for food labeling: a discussion of empirical studies. Journal of Food Distribution Research, 34(3), 95–102. Maietta, O.W. (2003, June). The hedonic price of fair-trade coffee for the Italian consumer, paper presented at the International Conference on Agricultural Policy Reform and the WTO: Where Are We Heading?, Capri, IT. Morrell, K., & Jayawardhena, C. (2010). Fair trade, ethical decision making and the narrative of gender difference. Business Ethics: A European Review, 19(4), 393–407. Nicholls, A., & Lee, N. (2006). Purchase decision-making in fair trade and the ethical purchase “gap”:“is there a fair trade twix?” Journal of Strategic Marketing, 14(4), 369– 386. Obermiller, C., Burke, C., Talbott, E., & Green, G. P. (2009). “Taste Great or More Fulfilling”: The Effect of Brand Reputation on Consumer Social Responsibility Advertising for Fair Trade Coffee. Corporate Reputation Review, 12(2), 159–176. Ottman, J. (1998). Green marketing: opportunity for innovation, 2nd ed. New York, NY: Basic Books Press. Plummer, J. T. (1974). The concept and application of life style segmentation. Journal of Marketing, 38(1), 33–37. Powell, G. (2002)‘TransFair USA’, Stanford Graduate School of Business, SI-39. Pratt, J. T.(1974). Measuring purchase behavior: Handbook of marketing, 3rd ed. New York, NY: McGraw-Hill. Ransom, D. (2001). The no-nonsense guide to fair trade.London, UK: W W Norton & Co Inc. Raynolds, L. T. (2002). Consumer/producer links in fair trade coffee networks. Sociologia Ruralis, 42(4), 404–424. Robbins, S. P. (2000). Fundamentals of Management. Upper Saddle River, NJ : Prentice-Hall. Schiffman, L. G., & Kanuk, L.L. (1994). Consumer Behavior, 5th ed. Upper Saddle River, NJ: Prentice-Hall. Schiffman, L. G. & Kanuk, L. L.(2000).Consumer Behavior, 7th ed. Upper Saddle River, NJ: Prentice-Hall . Sharma, S. (1996). Applied multivariate techniques. New York, NY: John Wiley & Sons, Inc. Swinyard, W. R. (1993). The effects of mood, involvement, and quality of store experience on shopping intentions. Journal of Consumer Research,20(2), 271–280. Talbot, J. M. (2004). Grounds for agreement: The political economy of the coffee commodity chain. London, UK: Rowman & Littlefield Pub Incorporated. Tsalikis, J., & Ortiz-Buonafina, M. (1990). Ethical beliefs’ differences of males and females. Journal of Business Ethics, 9(6), 509–517. Wells, W. D., & Tigert, D. J. (1971). Activities, interests and opinions. Journal of Advertising Research, 11(4),27-35. Wright, L. T., & Heaton, S. (2006). Fair Trade Marketing: An exploration through qualitative research. Journal of Strategic Marketing, 14(4), 411–426. Zaltman, G., & Wallendorf, M. (1979). Consumer behavior: Basic findings and management implications. New York, NY: Wiley. Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3),2–22. 三、網路資源 台灣公平貿易推廣協會(2012)。什麼是公平貿易茶水間。2013年3月12日查詢, 取自http://goodgreen.tw 台灣咖啡協會(2008)。台灣咖啡消費量。2012年8月15日查詢,取自http://www.taiwancoffee.org 生態綠官方網站(2008)。2013年1月3日查詢,取自http://www.okogreen.com.tw 吳子鈺(2007)。全台首創 公平貿易咖啡第一線經營。【環境資訊中心電子報】。2012年12月25日查詢,取自http://e-info.org.tw 社企流(2012)。用消費改變社會。2013年1月3日查詢,取自http://www.seinsights.asia 東方線上市調公司(2011)。公平貿易,尚需推廣的綠色消費。2012年11月3日查詢,取自http://www.eolembrain.com 東方線上市調公司(2012)。喝咖啡就是要純粹。2013年5月1日查詢,取自http://www.isurvey.com.tw 農委會農產貿易統計查詢系統(2012)。台灣咖啡豆進口統計資料。2012年7月12日查詢,取自http://agrstat.coa.gov.tw Dean Cycon (2011)。《來自咖啡產地的急件》作者Dean Cycon專訪。2013年2月22日查詢,取自http://pots.tw EFTA(2012)。2013年5 月15日查詢,取自http://www.eftafairtrade.org FLO(2011)。2013年5月15日查詢,取自www.fairtrade.net NEWS(2012)。2013年5月15日查詢,取自http://www.crossing-borders-fair-trade.com WFTO(2013)。2013年5月15日查詢,取自www.wfto.com TransFair USA(2010)。2013年5月15日查詢,取自http://www.transfairusa.org
摘要: 
自由經濟體系之下,看似「公平」的貿易,卻剝削著弱勢生產者,生產者努力辛勤賺取的報酬無法維持自己與家庭的基本生活水平,更別論是否有受教育、醫療照護的機會,而既得利益者卻隱藏著這背後醜陋的情形,在地球的另一端賺進超額的利潤,為改善如此失衡的狀況,世界各地興起了公平貿易運動,提倡生產流程的透明化,讓生產者得到應有的利潤以維持基本生活水平,讓土地不再受農藥及濫墾的破壞並利用生產所得投資社區發展與生產技術,以期改善生產者、環境及社區狀況。

在這股公平貿易運動的浪潮之下,台灣於2007年正式引進了公平貿易咖啡,經過5年的推廣,2011年9月東方快線線上調查,僅有11%的台灣受訪者非常清楚公平貿易的意思及內容,但對廣大的台灣咖啡市場消費者而言,仍處於低認知的狀況,而銷售量雖每年成長但卻不具市場規模,因此本研究針對此現象做進一步的探討與了解。

本研究以公平貿易咖啡產品為例,探討消費者的公平貿易理念認知程度與生活型態,是否影響消費者對公平貿易咖啡的購買意願。本研究於咖啡專賣店、公平貿易產品專賣店及有機商店等通路採便利抽樣的方式發放問卷,並以了解拓展通路的可能性,有效問卷為408份,經驗證後,其結果如下:

1. 不同生活型態對於公平貿易咖啡購買意願具顯著差異:「價值導向族」的受測
者在購買意願上比「品味生活族」高。

2. 受測者的公平貿易認知程度與公平貿易咖啡購買意願呈正相關。

3. 受測者之公平貿易認知程度與生活型態不具相關性。

4. 三種不同通路的受測者(咖啡專賣店、公平貿易產品專賣店及有機商店)對於公平貿易咖啡的購買意願具顯著差異,其中以有機商店的受測者購買意願最高。

In recent years, the rise of Fair Trade movement is around the world , it advocates the farmer are paid fair price that covers the cost of production and facilitates social development, and protection and conservation of the environment.

In the 2007, the member of Labeling Organizations International (FLO) formally introduced fair trade coffee in Taiwan, after five years, according to an online survey in Taiwan, only 11% of respondents were clearly understand Fair Trade meaning and content. The majority of the Taiwanese consumer is still in the low cognitive status of Fair Trade knowledge. Although the sales growth annually, however, it does not have any market scale.

Took fair trade coffee products as an example, this study analyzed consumers’ cognition and lifestyle toward purchase intention. Questionnaires were sent out through coffee shops, fair trade and organic stores. There were 408 completed questionnaires returned. The results were as following:

1.Respondents with diverse lifestyles had significantly different purchase intention toward fair trade coffee.

2.Respondents’ cognition had positive effect on purchase intention towards fair trade coffee.

3.There were no relationships between respondents’ cognition and lifestyle toward fair trade coffee.

4.Respondents from coffee shops, fair trade and organic stores had significantly different purchase intention toward fair trade coffee. Respondents from organic stores had the highest purchase intention toward fair trade coffee.
URI: http://hdl.handle.net/11455/23536
其他識別: U0005-1608201320192500
Appears in Collections:行銷學系所

Show full item record
 
TAIR Related Article

Google ScholarTM

Check


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.