Please use this identifier to cite or link to this item:
標題: 台灣青年對日本茶消費偏好之研究
Consumer preferences towards Japanese green teas among Taiwanese young people
作者: 蔡天宇
Teerawat Chaiwoot
關鍵字: 日本綠茶;茶味覺測試;茶消費偏好;台灣銷售市場;出口策略;支付意願;Japanese Green Tea;Tea Taste Test;Tea Consumption Preference;Taiwan Market;Exporting Strategy;Willingness to Pay
引用: Accent. (2010). Review of Stated Preference and Willingness to Pay Methods. Adhami, V. M., Ahmad, N., & Mukhtar, H. (2003). Molecular targets for green tea in prostate cancer prevention. The Journal of nutrition, 133(7), 2417S-2424S. Ali, H. H., & Nauges, C. (2007). The pricing of experience goods: the example of en primeur wine. american Journal of agricultural Economics, 89(1), 91-103. Anderson, S. E. (2011). Polyphenol and Caffeine Concentrations Found in Lipton®. Month. Arab, L., Liu, W., & Elashoff, D. (2009). Green and black tea consumption and risk of stroke a meta-analysis. Stroke, 40(5), 1786-1792. Binns, C. W., Lee, A. H., & Fraser, M. L. (2008). Tea or coffee? A case study on evidence for dietary advice. Public health nutrition, 11(11), 1132-1141. Boland, M., & Schroeder, T. (2002). Marginal value of quality attributes for natural and organic beef. Journal of Agricultural and Applied Economics, 34(01), 39-49. Breidert, C., Hahsler, M., & Reutterer, T. (2006). A review of methods for measuring willingness-to-pay. Innovative Marketing, 2(4), 8-32. Buss, D. (2006). Tea time: Falling prices and rising consumer interest drives US demand. New Nutr. Bus, 11(7), 27. Cabrera, C., Artacho, R., & Giménez, R. (2006). Beneficial effects of green tea—a review. Journal of the American College of Nutrition, 25(2), 79-99. CERC. (2000). Tea–How good is your brand. Insight: The Consumer Magazine, 17(6), 5-9. Cho, H. Y., Chung, S. J., Kim, H. S., & Kim, K. O. (2005). Effect of Sensory Characteristics and Non‐sensory Factors on Consumer Liking of Various Canned Tea Products. Journal of food science, 70(8), s532-s538. Choi, S. (2002). Korean tea, world tea: get to know and drink. JungAng Publisher, Seoul, Korea. Chu, K.-Y. (2006). Survey of the drinking and consumption behavior of consumers in Taiwan. (Master), National Chung Hsing University. (59343012) Chua, M. (2012). A Matcha Highlight Part One: Harvesting Grade A Matcha. Retrieved February 28, 2016, from Chun, S., Chambers, E., & Chambers, D. (2005). Perception of pork patties with shiitake (Lentinus edode P.) mushroom powder and sodium tripolyphosphate as measured by Korean and United States consumers. Journal of Sensory Studies, 20(2), 156-166. Costanigro, M., McCluskey, J. J., & Lusk, J. (2011). Hedonic price analysis in food markets. The Oxford Handbook of the Economics of Food Consumption and Policy, 153-161. Council of Agriculture. (2016). Agricultural trade statistics handbook 2016. Retrieved July 05, 2016, from da Silva Pinto, M. (2013). Tea: A new perspective on health benefits. Food Research International, 53(2), 558-567. Deodhar, S. Y., & Intodia, V. (2004). What's in a Drink You Call a Chai? Quality Attributes and Hedonic Price Analysis of Tea. Journal of International Food & Agribusiness Marketing, 16(1), 43-57. Erba, D., Riso, P., Bordoni, A., Foti, P., Biagi, P. L., & Testolin, G. (2005). Effectiveness of moderate green tea consumption on antioxidative status and plasma lipid profile in humans. The Journal of nutritional biochemistry, 16(3), 144-149. FAO. (2016). FAOSTAT. Retrieved July, 18, 2016, from Friedman, M., Mackey, B. E., Kim, H.-J., Lee, I.-S., Lee, K.-R., Lee, S.-U., . . . Kozukue, N. (2007). Structure-activity relationships of tea compounds against human cancer cells. Journal of agricultural and food chemistry, 55(2), 243-253. Golub, A., & Binkley, J. J. (2005). Consumer Choice of Breakfast Cereals. JEL: consumer demand, healthy food, Breakfast Cereals, Departement of Agricultural Economics, Purdue University. Grunert, K. G. (2005). Food quality and safety: consumer perception and demand. European Review of Agricultural Economics, 32(3), 369-391. Hakim, I. A., Chow, H.-H. S., & Harris, R. B. (2008). Green tea consumption is associated with decreased DNA damage among GSTM1-positive smokers regardless of their hOGG1 genotype. The Journal of nutrition, 138(8), 1567S-1571S. Hara, Y. (2001). Green tea: health benefits and applications: CRC press. Heiss, M. L., & Heiss, R. J. (2007). The story of tea: a cultural history and drinking guide: Random House Digital, Inc. Henseleit, M., Kubitzki, S., & Teuber, R. (2007). Determinants of consumer preferences for regional food. International Marketing and International Trade of Quality Food Products, 55. Hidano, N. (2002). The economic valuation of the environment and public policy: a hedonic approach: Edward Elgar Publishing. Hodgson, J. (2006). Effects of tea and tea flavonoids on endothelial function and blood pressure: a brief review. Clinical and experimental pharmacology and physiology, 33(9), 838-841. Hu, G., Bidel, S., Jousilahti, P., Antikainen, R., & Tuomilehto, J. (2007). Coffee and tea consumption and the risk of Parkinson's disease. Movement Disorders, 22(15), 2242-2248. Huang, T. Y. (1991). Chinese Tea- Making. Taipei, Taiwan: Chang Wen Publishers. i Furnols, M. F., San Julián, R., Guerrero, L., Sañudo, C., Campo, M., Olleta, J., . . . Díaz, M. (2006). Acceptability of lamb meat from different producing systems and ageing time to German, Spanish and British consumers. Meat science, 72(3), 545-554. Iso, H., Date, C., Wakai, K., Fukui, M., & Tamakoshi, A. (2006). The relationship between green tea and total caffeine intake and risk for self-reported type 2 diabetes among Japanese adults. Annals of Internal Medicine, 144(8), 554-562. Jain, A., & Sharma, M. (2012). Brand awareness and customer preferences for FMCG products in rural market: an empirical study on the rural market of Garhwal region. VSRD International Journal of Business & Management Research, 2(8), 434-443. Jung, D. (2004). Components and Effects of Tea. Hongikjae, Seoul, Korea. Kaburi, F., Ng'ang'a, S., & Muraguri, E. (2015). Consumer preference of the mix of purple and ordinary green tea in Kenya. Karen. (n.d.). Assessing the Fit of Regression Models. Retrieved 01/29, 2017, from Khan, N., Afaq, F., & Mukhtar, H. (2008). Cancer chemoprevention through dietary antioxidants: progress and promise. Antioxidants & redox signaling, 10(3), 475-510. Khan, N., Afaq, F., Saleem, M., Ahmad, N., & Mukhtar, H. (2006). Targeting multiple signaling pathways by green tea polyphenol (−)-epigallocatechin-3-gallate. Cancer research, 66(5), 2500-2505. Khan, N., & Mukhtar, H. (2013). Tea and health: studies in humans. Current pharmaceutical design, 19(34), 6141. Kim, J. (1996). Science and culture of tea: BoRim-sa Publisher. Kjær, T. (2005). A review of the discrete choice experiment-with emphasis on its application in health care: Syddansk Universitet Denmark. Kovacs, E. M., Lejeune, M. P., Nijs, I., & Westerterp-Plantenga, M. S. (2004). Effects of green tea on weight maintenance after body-weight loss. British Journal of Nutrition, 91(03), 431-437. Kumar, N., Titus-Ernstoff, L., Newcomb, P. A., Trentham-Dietz, A., Anic, G., & Egan, K. M. (2009). Tea consumption and risk of breast cancer. Cancer Epidemiology Biomarkers & Prevention, 18(1), 341-345. Kuriyama, S. (2008). The relation between green tea consumption and cardiovascular disease as evidenced by epidemiological studies. The Journal of nutrition, 138(8), 1548S-1553S. Kuriyama, S., Shimazu, T., Ohmori, K., Kikuchi, N., Nakaya, N., Nishino, Y., . . . Tsuji, I. (2006). Green tea consumption and mortality due to cardiovascular disease, cancer, and all causes in Japan: the Ohsaki study. Jama, 296(10), 1255-1265. Ladd, G. W., & Zober, M. (1977). Model of consumer reaction to product characteristics. Journal of Consumer Research, 4(2), 89-101. Lancaster, K. J. (1966). A new approach to consumer theory. Journal of political economy, 74(2), 132-157. Lee, J. (2009). Green tea: Flavor characteristics of a wide range of teas including brewing, processing, and storage variations and consumer acceptance of teas in three countries. Kansas State University. Lee, J., & Chambers, D. H. (2010). Descriptive analysis and US consumer acceptability of 6 green tea samples from China, Japan, and Korea. Journal of food science, 75(2), S141-S147. Lee, J., Chambers, D. H., & Chambers, E. (2014). A comparison of the flavor of green teas from around the world. Journal of the science of food and agriculture, 94(7), 1315-1324. Lee, J., CHAMBERS IV, E., Chambers, D., Chun, S., Oupadissakoon, C., & Johnson, D. (2010). Consumer acceptance for green tea by consumers in the United States, Korea and Thailand. Journal of Sensory Studies, 25(s1), 109-132. Lee, O.-H., Lee, H. S., Sung, Y. E., Lee, S. M., & Kim, K.-O. (2008). Sensory characteristics and consumer acceptability of various green teas. Food Science and Biotechnology, 17(2), 349-356. Lee, S.-C., Kim, S.-Y., Jeong, S.-M., & Park, J.-H. (2006). Effect of far-infrared irradiation on catechins and nitrite scavenging activity of green tea. Journal of agricultural and food chemistry, 54(2), 399-403. Leeben, Y., & Limsombunchai, V. (2008). Factors Determining the Prices of Orange Juice Products: A Hedonic Price Analysis. Applied Economics Journal, 15(2), 79-94. Lin, M.-L. (2014). Technical Development of Production and Products in Organic Tea. Paper presented at the Thailand International Conference on Tea 2014, Thailand. Lin, S. D., Yang, J. H., Hsieh, Y. J., Liu, E. H., & Mau, J. L. (2014). Effect of different brewing methods on quality of green tea. Journal of Food Processing and Preservation, 38(3), 1234-1243. Liu, K., Zhou, R., Wang, B., Chen, K., Shi, L.-Y., Zhu, J.-D., & Mi, M.-T. (2013). Effect of green tea on glucose control and insulin sensitivity: a meta-analysis of 17 randomized controlled trials. The American journal of clinical nutrition, 98(2), 340-348. Lung, S.-C. C., Hsiao, P.-K., & Chiang, K.-M. (2003). Fluoride concentrations in three types of commercially packed tea drinks in Taiwan. Journal of Exposure Science and Environmental Epidemiology, 13(1), 66-73. Macrae, R., Robinson, R. K., & Sadler, M. J. (1993). Encyclopaedia of food science, food technology, and nutrition: Academic Press. Maguire, K. B., Owens, N., & Simon, N. B. (2004). The price premium for organic babyfood: a hedonic analysis. Journal of Agricultural and Resource Economics, 132-149. Maheswari, S., & Vishnuvarthani, S. (2014). A study on consumers' preference towards green tea in erode. Intercontinental journal of marketing research review, 2(7). Maietta, O. W. (2003). The hedonic price of fair trade coffee for the Italian consumer. Paper presented at the Proceedings of the International Conference on Agricultural Policy Reform and the WTO: where are we heading. Mankiw, N. G. (2012). Essentials of economics (International Edition 6th ed.): South-Western Cengage learning. María Angulo, A., María Gil, J., Gracia, A., & Sánchez, M. (2000). Hedonic prices for Spanish red quality wine. British Food Journal, 102(7), 481-493. Martin, L. C. (2007). Tea: The Drink that Changed the World: Tuttle Publishing. McKay, D. L., & Blumberg, J. B. (2002). The role of tea in human health: an update. Journal of the American College of Nutrition, 21(1), 1-13. Mikuls, T. R., Cerhan, J. R., Criswell, L. A., Merlino, L., Mudano, A. S., Burma, M., . . . Saag, K. G. (2002). Coffee, tea, and caffeine consumption and risk of rheumatoid arthritis: results from the Iowa Women's Health Study. Arthritis & Rheumatism, 46(1), 83-91. Miller, K. M., Hofstetter, R., Krohmer, H., & Zhang, Z. J. (2012). Measuring Consumers' Willingness to Pay. Which Method Fits Best? GfK Marketing Intelligence Review, 4(1), 42-49. Ministry of Agriculture, Forestry and Fisheries of Japan. (2013). Export strategy for agriculture, forestry and fishery products by country. Retrieved February 17, 2016, from Ministry of Agriculture, Forestry and Fisheries of Japan. (2014). Export strategy for tea products: verification sheet. Retrieved February 17, 2016, from Ministry of Economic Affair. (2015). The survey for customers' preference on tea in Taiwan (Chinese version). Retrieved July, 11, 2016, from Ministry of Foreign Affairs. (2010). About Taiwan Agriculture: Tea. Retrieved March 01, 2016, from Mukhtar, H., & Ahmad, N. (1999). Cancer chemoprevention: future holds in multiple agents. Toxicology and applied pharmacology, 158(3), 207-210. Mukhtar, H., & Ahmad, N. (2000). Tea polyphenols: prevention of cancer and optimizing health. The American journal of clinical nutrition, 71(6), 1698s-1702s. Naganuma, T., Kuriyama, S., Kakizaki, M., Sone, T., Nakaya, N., Ohmori-Matsuda, K., . . . Tsuji, I. (2009). Green Tea Consumption and Hematologic Malignancies in Japan The Ohsaki Study. American journal of epidemiology, 170(6), 730-738. Nagao, T., Meguro, S., Hase, T., Otsuka, K., Komikado, M., Tokimitsu, I., . . . Yamamoto, K. (2009). A Catechin‐rich Beverage Improves Obesity and Blood Glucose Control in Patients With Type 2 Diabetes. Obesity, 17(2), 310-317. Naseem, A., Qaiser, I., & Ali, S. (2015). Determinants of Consumer preferences of Branded Goods: A Case Study of Selected Districts of Punjab Pakistan. Journal of Marketing and Consumer Research, 14. Negishi, H., Xu, J.-W., Ikeda, K., Njelekela, M., Nara, Y., & Yamori, Y. (2004). Black and green tea polyphenols attenuate blood pressure increases in stroke-prone spontaneously hypertensive rats. The Journal of nutrition, 134(1), 38-42. Neshi, A. (2009). Market Trend of 'Japanese Tea' in Taiwan and Problems of Export of Green Tea Produced in Japan. Agricultural Marketing Journal of Japan, 18(2), 88-94. Neyestani, T. R., Shariatzade, N., Kalayi, A., Gharavi, A. a., Khalaji, N., Dadkhah, M., . . . Shab-bidar, S. (2010). Regular daily intake of black tea improves oxidative stress biomarkers and decreases serum C-reactive protein levels in type 2 diabetic patients. Annals of Nutrition and Metabolism, 57(1), 40-49. Norland, E. V. T. (1990). Controlling error in evaluation instruments. Journal of extension, 28(2), 1-35. Owuor, P., & Benjamin, C. (2003). TEA analysis and Tasting. Encyclopedia of Food Sciences and Nutrition, Benjamin, C.(Ed.). Academic Press, Oxford, 5757-5762. Park, H.-W., Kim, Y.-H., Kim, S.-H., Cha, H.-S., & Kim, D.-M. (2004). Preference test of green tea drinks in the selected region al area of America. Korean Journal of Food Preservation, 11(4), 569-573. Persistence Market Research. (2015). Green Tea Market: Global Industry Analysis and Forecast to 2020. Retrieved February 28, 2016, from Pirina, J. (2004). The Regulation of Tea and Its Health-Related Claims in the Wake of Developing Scientific Evidence: Food, Drug, or Dietary Supplement? Rabino, S., Moskowitz, H., Katz, R., Maier, A., Paulus, K., Aarts, P., . . . Ashman, H. (2007). Creating databases from cross‐national comparisons of food mind‐sets. Journal of Sensory Studies, 22(5), 550-586. Rinzler, C. A. (2001). The new complete book of herbs, spices, and condiments: Checkmark Books. Rosen, S. (1974). Hedonic prices and implicit markets: product differentiation in pure competition. Journal of political economy, 82(1), 34-55. Saffari, Y., & Sadrzadeh, S. H. (2004). Green tea metabolite EGCG protects membranes against oxidative damage in vitro. Life sciences, 74(12), 1513-1518. Schamel, G., & Anderson, K. (2003). Wine quality and varietal, regional and winery reputations: hedonic prices for Australia and New Zealand. Economic Record, 79(246), 357-369. Segal, M. (1996). Tea: a story of serendipity. FDA Consumer, 30(2), 22-26. Shendge. (2012). A Comparative Study of Consumer Preference towards Cadbury and Nestle Chocolates with Special Reference to Navi Peth Area in Solapur City. 1(2231-5063), 1-4. Song, Y., Manson, J. E., Buring, J. E., Sesso, H. D., & Liu, S. (2005). Associations of dietary flavonoids with risk of type 2 diabetes, and markers of insulin resistance and systemic inflammation in women: a prospective study and cross-sectional analysis. Journal of the American College of Nutrition, 24(5), 376-384. Stangl, V., Dreger, H., Stangl, K., & Lorenz, M. (2007). Molecular targets of tea polyphenols in the cardiovascular system. Cardiovascular research, 73(2), 348-358. Steiner, B. E. (2004). Australian wines in the British wine market: a hedonic price analysis. Agribusiness, 20(3), 287-307. Su, S.-W. (2007). Tea or coffee: a study of the beverage choice pattern and its affecting factors at teatime in Kaohsiung, Taiwan. Asia Pacific Management Review, 12(4). Sugita, N. (2006). Japanese green tea export and international marketing. Japanese Journal of Farm Management (Japan). Tan, L. C., Koh, W.-P., Yuan, J.-M., Wang, R., Au, W.-L., Tan, J. H., . . . Mimi, C. Y. (2008). Differential effects of black versus green tea on risk of Parkinson's disease in the Singapore Chinese Health Study. American journal of epidemiology, 167(5), 553-560. Taylor, S., & McDowell, I. (2003). TEA: Types, production, and trade. Encyclopedia of Food Sciences and Nutrition, 5737-5743. Tea Leaf Journal. (2015). Japanese Green Tea. Retrieved February 28, 2016, from Tea Research and Extension Station. (2016). Taiwan Tea Industry. Retrieved May 07, 2016 Teatulia. (n.d.). What is Green Tea? Retrieved March 01, 2016, from Thilagavathi, P., Saranya, S., & Suriya prabha, P. (2015). A study on consumer preference towards green tea with special reference to Tirupur city. JOURNAL OF INTERNATIONAL ACADEMIC RESEARCH FOR MULTIDISCIPLINARY, 3(5). Thompson, J., Polkinghorne, R., Hwang, I., Gee, A., Cho, S., Park, B., & Lee, J. (2008). Beef quality grades as determined by Korean and Australian consumers. Animal Production Science, 48(11), 1380-1386. Ubeja, S.-K., & Jain, D. (2013). A Study of Consumers' Preference towards Branded & Loose Tea: With Reference to Indore City. Pacific Business Review International, 6(5). Vittayaporn, V., Chompreeda, P., Haruthaithanasan, V., & Rimkeeree, H. (2010). Preference mapping of Thai consumers for commercial green tea with roasted brown rice. Natural Sciences, 44, 652-663. Wang, A. (2011). Bubbling Up Around the World. Retrieved 01/05, 2016, from Wang, Q.-M., Gong, Q.-Y., Yan, J.-J., Zhu, J.-., Tang, J.-J., Wang, M.-W., . . . Wang, L.-S. (2010). Association between green tea intake and coronary artery disease in a Chinese population. Circulation Journal, 74(2), 294-300. Wu, A. H., Yu, M. C., Tseng, C. C., Hankin, J., & Pike, M. C. (2003). Green tea and risk of breast cancer in Asian Americans. International journal of cancer, 106(4), 574-579. Wu, C. D., & Wei, G.-X. (2002). Tea as a functional food for oral health. Nutrition, 18(5), 443-444. Xu, N., & Chen, Z. (2002). Green tea, black tea and semi-fermented tea. Tea: Bioactivity and therapeutic potential, 35-55. Yamanishi, T. (1995). Flavor of tea. Food reviews international (USA), 11, 477–525. Yang, W., Kim, G., & Choi, J. (2004). Characteristics for tea estimation by Korean tea consumers and improving the standard grade for estimating Korean tea quality by sensory test. J. Korean Tea Soc, 10(3), 37-51. Zhang, M., Luypaert, J., Pierna, J. F., Xu, Q., & Massart, D. (2004). Determination of total antioxidant capacity in green tea by near-infrared spectroscopy and multivariate calibration. Talanta, 62(1), 25-35. Zhen, Y., Chen, Z., & Cheng, S. (2002). Tea: bioactivity and therapeutic potential. Zuo, Y., Chen, H., & Deng, Y. (2002). Simultaneous determination of catechins, caffeine and gallic acids in green, Oolong, black and pu-erh teas using HPLC with a photodiode array detector. Talanta, 57(2), 307-316.
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。

Tea 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.
Rights: 同意授權瀏覽/列印電子全文服務,2017-02-08起公開。
Appears in Collections:國際農學碩士學位學程

Files in This Item:
File SizeFormat Existing users please Login
nchu-106-7103030510-1.pdf2.62 MBAdobe PDFThis file is only available in the university internal network   
Show full item record

Google ScholarTM


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