臺灣博碩士論文加值系統

本論文主要探討葡萄酒消費者的購買傾向中受到消費者特性、產品涉入程度與感知價值對與最終的消費者行為之影響，其中消費者特性從性別、年齡區間及接觸葡萄酒頻率作為參考因數，並透過產品涉入程度的問卷選項，瞭解其消費者對於葡萄酒的認知及相關知識之研究，進而探討購買葡萄酒產生的感知價值，形成的消費形態及相關葡萄酒產業的市場需求。
市場區分為本研究的主軸，目的是找出消費者特性對於不同葡萄酒所做的選擇，透過問卷調查收集相關資訊，其中，第一部分及受試者每個月平均購買葡萄酒的多寡、每月平均飲用葡萄酒頻率之數據，上述所得的數據可以做為產品涉入程度高低的研究理論。透過問卷第二及三部分可以調查出受試者在感知價值對於購買行為的影響，經由李克特量表作為計分依據，在上述的資訊中整合出此份問卷所需資訊。
透過相關文獻搜集的研究探討，作爲問卷設計的根據，進行便利樣本發放予消費者自由填答，透過紙本及Google表單搜集問卷資料，總共發出120份問卷，其中有效回收樣本問卷為102份，有效問卷回收率為85%；且於資料搜集之後，進行單因子變異數分析、信度分析、 交叉表（Cross Table）卡方檢定（Chi-Square）與獨立樣本T檢定（T-test）分析。藉由本研究結果，可以提供給葡萄酒業者行銷宣傳及經營模式；同時也提供消費者葡萄酒消費教育及選擇建議。

This study aims to discuss how the wine consumer intention is affected by the following 3 factors, which are the consumer characteristics, wine product involvement, and perceived value. Consumer characteristics are analyzed based on consumer gender, age, and wine drinking frequency. By giving product involvement related questions, which helps to acquire a better understanding of consumer wine knowledge cognition. Afterward, probing the perceived value after wine purchase, the forming of wine consuming market, and wine relevant market demands.
Market segmentation is the core of this study. The purpose is to excavate the decision-making strategy based on how the consumer characteristics influence different wine purchasing intentions. The questionnaires are used to collect relevant information. The first part primarily related to the wine purchasing and drinking frequency monthly of the participants. The above data later applied as the research theory to determine the degree of product involvement. Part II and III of the questionnaires are mainly about the influence of the perceived value on the purchase intention. By adopting Likert's 5- point scale as the scoring basis, the information of the questionnaire is integrated.
By collecting relevant literature of this study as a foundation for the questionnaire design. Questionnaires were distributed and collected in paper form. A total of 120 questionnaires were issued, of which 102 were valid samples. The effective questionnaire recovery rate was 85%; after the data collection, one way ANOVA analysis, reliability test, Cross Table Chi-Square, and independent-sample T-test were performed. Through the results of this study, it can offer marketing suggestions for the wine retailers; it also provides consumers with wine consuming advice and related wine knowledge.

ABSTRACT ............................................................................................. i
Table of Content ..................................................................................... ii Figures................................................................................................... iv
Tables ...................................................................................................... v
1.Introduction ..................................................................................... 1
1.1 Research Background.........................................................................................1
1.2 Research Motives ................................................................................................3
1.3 Research Purposes ..............................................................................................7
1.4 Research Process..............................................................................................8
2. Literature Review ........................................................................... 12
2.1 Wine knowledge................................................................................................12
2.1.1 The Origins of Wine ................................................................................................ 12
2.1.2 Wine Related Knowledge ........................................................................................ 16
2.2 Product Involvement ........................................................................................19
2.2.1 The Definition of Product Involvement................................................................... 19
2.2.2 The Classification of Product Involvement............................................................. 21
2.2.3 Factors Affecting Product Involvement .................................................................. 24
3.Methodology................................................................................... 28
3.1 Research Framework........................................................................................28
3.2 Research Hypothesis.........................................................................................30
3.3 Research Subject...............................................................................................32
3.3.1 Management Measures for Alcohol Labeling ......................................................... 32
3.3.2 The Research subjects of Formal Questionnaire .................................................... 33
3.4 Research Instrument ........................................................................................35
3.4.1 The Operational Definition of Variables ................................................................. 35 3.4.2 The Questionnaire Design ....................................................................................... 45
3.5 Questionnaire Distributing...............................................................................46
3.6 Data Process and Analysis ................................................................................46
4. Analysis and Results ...................................................................... 50
4.1 Descriptive Statistical Analysis of The Questionnaire .....................................50
4.2 The Reliability Analysis of The Questionnaire.................................................59
4.3 The Cross Tabulation Analysis of Demographic Variables and Wine Purchase
Frequency ...................................................................................................................61
4.3.1 Cross Table and Chi-Square Analysis of “Gender” and “Purchase Frequency” ... 61
4.3.2 T Test of Gender and Purchase Frequency ............................................................. 63
4.3.3 T Test of Income and Purchase Frequency ............................................................. 64
4.3.4 T Test of Gender to The Degree of Involvement ..................................................... 64
4.3.5 T Test of Gender to Perceived Value ....................................................................... 67
4.3.6 T Test of Gender to Purchase Intention .................................................................. 69
4.3.7 One Way Anova Analysis in Terms of Each Question Item on Income ................... 72
5. Conclusions.................................................................................... 74
5.1 Research Conclusions .......................................................................................75
5.2 Product involvement is affected by the consumer characteristics ...................75
5.3 The perceived value is affected by the consumer characteristics ....................77
5.4 Consumer purchase intention is affected by the product involvement............79
References ............................................................................................ 83
Appendix I Questionnaire of English Version ................................. 86
Appendix II Questionnaire of Mandarin Version ............................. 89

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