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dc.contributorChien-Teh Chenen_US
dc.contributor.authorTeerawat Chaiwooten_US
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dc.description.abstract茶是台灣非常具有經濟價值的農業作物,並且已經成功地在台灣本土培育120餘年。雖然台灣的茶葉總產量正在逐年遞減,茶葉的人均消費量卻穩定上升。這樣的現象暗示著台灣正大量的進口茶葉以滿足本地需求。在過去的15年裡,所有進口的茶葉品項中,綠茶的需求量有最顯著的攀升。而這樣的趨勢為日本綠茶在台灣行銷帶來一個難能可貴的機會。由於年輕族群是未來的潛在消費群,本篇研究將會著重於調查台灣年輕人對日本綠茶的消費偏好。此篇研究針對國立中興大學的學生們進行味覺測試,並使用問卷形式記錄。問卷發放於2015年12月16日至25日,共有237位受試者。在味覺測試中,我們採用日本靜岡大學所提供的四種茶,分別為茶包、南觀茶、紅富茶以及茶粉。經過此次問卷調查,我們發現茶的確是受試者最為喜愛的飲品,因為其口感與味道相比其他飲品更佳。在測試的四種茶之中,受試者對南觀茶最為滿意,由於南觀茶的口感、香氣、茶色等因素,以及它的味道為受試者所熟悉。並且,受試者對於南觀茶的支付意願為最高。此外,我們也觀察到來自南部地區的受試者對於茶粉的支付意願遠高於其他地區的受試者。此篇研究發現受試者的支付意願(Willingness to Pay, WTP)和茶葉的香氣、甜度以及滑順度有著相當的關係。總結,日本的綠茶樣品,尤其是茶葉在台灣茶市場相當具備競爭力。zh_TW
dc.description.abstractTea is a valuable drink in Taiwan which has been cultivated successfully for more than 120 years until now. However, tea production in Taiwan is actually decreasing while tea consumption per capita in Taiwan is stably increasing. This means that Taiwan imports a high volume of tea to meet high domestic demand. In addition, the imported quantities of teas including green tea have been increasing significantly for the last fifteen years. This increasing trend for green tea consumption provides a great opportunity for Japanese green tea to be marketed in Taiwan. Since younger people are potential customers in the future, this study investigated Japanese green tea consumption preference among young people in Taiwan. The research was conducted using taste tests on the NCHU students, aged between 18-30 years as well as using questionnaire based surveys which were collected 237 answered questionnaires from December 16th to 25th, 2015. Four Japanese green tea samples including tea bag, Minami-sayaka, Beni-fuuki and powder tea were used in this study supported by University of Shizuoka, Japan. The findings show that tea was the most preferred beverage for respondents and taste was the main reason for choosing tea as their beverage. They preferred Minami-sayaka the most because they were satisfied with all of its attributes and also because it tasted similar to tea that they were familiar with. Also, it had the highest willingness to pay for among the four tea samples. Respondents from the southern part willingness to pay for tea powder are significantly different from participants from the central part of Taiwan. Respondents attach importance to aroma, sweetness and smoothness attributes for their willingness to pay. In conclusion, Japanese green tea samples especially tea leaf samples have the potential in the Taiwan tea market.en_US
dc.description.tableofcontentsACKNOWLEDGEMENT i ABSTRACT ii 摘要 iii TABLE OF CONTENTS iv LIST OF TABLES vi LIST OF FIGURES vii CHAPTER 1: INTRODUCTION 1 1.1 Introduction 1 1.2 Problem Statement 2 1.3 Research Objectives 3 1.4 Significance of the study 3 1.5 Definition of terms 4 CHAPTER 2: LITERATURE REVIEWS 6 2.1 Tea 6 2.2 Green Tea 7 2.3 Japanese green tea 8 2.3 Taiwanese green tea 9 2.4 Differences between Japanese green tea and Taiwanese green tea 9 2.5 Health Benefits of green tea 10 2.6 Consumer preferences 11 2.7 Consumer preferences/acceptance towards green tea 12 2.8 Tea taste test 15 2.9 Willingness to pay and hedonic price model 15 2.10 A history of tea in Taiwan 19 2.11 Taiwan tea production, import and export 20 2.12 Taiwan's tea consumption behavior change 23 2.13 Japanese export policy change towards Japanese green tea and its exporting strategy for Taiwan 24 CHAPTER 3: MATERIALS AND METHODS 27 3.1 Research Design 27 3.2 Research place 27 3.3 Population Target and sample size 27 3.4 Tea samples for taste test 27 3.4 Questionnaire development 29 3.5 Validity 30 3.6 Reliability 30 3.7 Data collection procedures 30 3.8 Tea preparation procedure 32 3.9 Tea serving 33 3.10 Hedonic price model 35 3.11 Data Analysis 37 CHAPTER 4: RESULTS AND DISCUSSIONS 38 4.1 Demographic characteristics of the respondents 38 4.2 Beverage habits and preferences 40 4.3 Consumption of Japanese green tea 47 4.4 Respondents' evaluation of four type of Japanese green teas after tea tasting 49 4.5 Possible tea market opportunity of Japanese green tea in Taiwan among young people 54 4.6 Hedonic Price analysis results for four Japanese green tea samples 60 4.7 Discussions 64 CHAPTER 5: CONCLUSIONS IMPLICATIONS AND LIMITATIONS 67 5.1 Conclusions 67 5.2 Implications 68 5.3 Limitations and further study 68 REFERENCES 70 APPENDICES 77 Appendix A. The questionnaire in English version 78 Appendix B. The questionnaire in Chinese version 87zh_TW
dc.subjectJapanese Green Teaen_US
dc.subjectTea Taste Testen_US
dc.subjectTea Consumption Preferenceen_US
dc.subjectTaiwan Marketen_US
dc.subjectExporting Strategyen_US
dc.subjectWillingness to Payen_US
dc.titleConsumer preferences towards Japanese green teas among Taiwanese young peopleen_US
dc.typethesis and dissertationen_US
item.openairetypethesis and dissertation-
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