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研究生:力永強
研究生(外文):Yung-chiang Li
論文名稱:台灣民眾對於公平貿易咖啡產品之購買意願
論文名稱(外文):Fair Trade Coffee Consumer purchase intention in Taiwan
指導教授:蕭仁傑蕭仁傑引用關係
學位類別:碩士
校院名稱:國立中興大學
系所名稱:行銷學系所
學門:商業及管理學門
學類:行銷與流通學類
論文種類:學術論文
論文出版年:2008
畢業學年度:96
語文別:中文
論文頁數:62
中文關鍵詞:公平貿易咖啡享樂主義購買意願行銷策略
外文關鍵詞:Fair Trade CoffeeHedonicPurchase intentionmarketing strategies
相關次數:
  • 被引用被引用:17
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  • 收藏至我的研究室書目清單書目收藏:3
公平貿易咖啡認證制度已成為全球咖啡市場之主流。近十年來、台灣的咖啡市場成長快速,各式各樣的咖啡產品在台灣都可以消費得到。而在全球化的浪潮下,公平貿易之咖啡產品也已在台灣開始擴展,銷售量日益增加,對台灣咖啡市場將產生一定程度。但縱觀國內外之研究,尚未對台灣公平貿易咖啡產品進行相關之研究。面對日益增加的市場與需求、公平貿易之咖啡產品在台灣的發展有其研究的必要性。因此、本研究針對台灣公平貿易咖啡的消費者進行研究與探討,讓公平貿易咖啡市場能更加健全。
本研究以探索性方式對公平貿易咖啡產品屬性、個人價值觀及人口統計變數對於公平貿易咖啡產品購買意願之影響進行研究。於販賣公平貿易咖啡產品之商店進行問卷發放,共發放400份問卷,回收有效問卷225份,問卷回收後,統計軟體作為研究分析之工具軟體,進行驗證本研究之假設。
本研究在影響公平貿易咖啡產品之因素探討結果證實,本研究所設立之個人價值觀之享樂主義變數及人口統計變數之性別變數確定會影響消費者對於公平貿易咖啡產品之購買意願。研究結果顯示,享樂主義將有助於消費者對於公平貿易咖啡產品之購買意願,且女性較男性願意購買公平貿易咖啡產。
本研究進一步利用個人價值觀變數對願意購買者進行分群,研究之分群結果就其個人價值觀排行而言,該二群體之個人價值觀並未有明顯之差異,故本研究未能將願意購買者有效地分群。最後,本研究針對影響消費者購買公平貿易咖啡產品之因素,擬定行銷策略及管理意涵。
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.
第一章 緖論..........................................................1
第一節 研究背景與動機............................................2
第二節 研究目.........................................3
第三節 研究範圍 .................................................3
第四節 研究流程 .................................................4
第五節 公平貿易名詞簡介..........................................5
第二章 文獻回顧......................................................7
第一節 公平貿易的精神............................................7
第二節 公平貿易咖啡產品..........................................8
第三節 公平貿易咖啡市場現況......................................9
第四節 公平貿易消費者行為模式...................................11
第五節 公平貿易與社會行銷.......................................13
第六節 公平貿易與關係行銷.......................................14
第七節 公平貿易經濟發展.........................................15
第八節 公平貿易研究概況.........................................16
第九節 公平貿易未來挑戰.........................................18
第十節 小結.....................................................19
第三章 研究方法.....................................................19
第一節 研究架構.................................................19
第二節 研究假設.................................................20
第三節 研究變數.................................................22
第四節 問卷設計.................................................26
第五節 問卷分析方法.............................................31
第六節 問卷調查執行方式.........................................33
第四章 研究結果與分析...............................................34
第一節 信度與效度分析...........................................34
第二節 樣本特性分析.............................................35
第三節 Logistic 迴歸分析........................................41
第四節 集群分析.................................................43
第五章 結果與討論...................................................48
第一節 研究結果.................................................48
第二節 討論.....................................................50
第六章 行銷管理意涵及建議...........................................53
第一節 行銷意涵.................................................53
第二節 研究限制與未來研究方向...................................54

參考文獻............................................................56
附錄一 正式問卷.....................................................63
一、中文部份

吳明隆、涂金堂著 (2006),SPSS與統計應用分析。台北市:五南圖書

林震岩著 (2006),多變量分析:SPSS的操作與應用。台北市:智勝文化


二、英文部份

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Andrew Alexander and Alex Nicholls, (2005). Rediscovering consumer-producer involvement: A network perspective on fair trade marketing, European Journal of Marketing Vol. 40, pp. 1236-1253.

Ans Kolk, (2005). Corporate Social Responsibility in the Coffee Sector: The Dynamics of MNC Responses and Code Development, European Management Journal Vol. 23, No. 2, pp. 228-236.

Astrid Poelman, Jos Mojet, David Lyon, Samuel Sefa-Dedeh, (2008). The influence of information about organic production and fair trade on preferences for and perception of pineapple, Food Quality and Preference 19, pp.114-121.

Andreasen A.R. (1995). Marketing Social Change. San Francisco: Jossey Bass.

Barry J. Babin, William R. Darden, Mitch Griffin, (1994). Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value, Journal of Consumer Research, pp. 644-656.

Blackwell, D.R., Miniard, P.W.,and Engel,J.F.,2001, Consumer Behavior, 9nded, Harcourt, Inc.

Bradley D. Parrish, Valerie A. Luzadis and William R.bentley. (2005). What Tanzania’s Coffee Farmers Can Teach the World: A Performance-Based Look at the Fair Trade-Free Trade Debate, Sustainable Development, pp. 177-189.
Browne, A. W., P. J. C. Harris, A. H. Hofny-Collins, N. Pasiecznik and R. R. Wallace, (2000). Organic Production and Ethical Trade: Definition, Practice and Links, Food Policy 25, pp. 69-89.

Carrigan, M. and Attalla, A. (2001). The myth of the ethical consumer- do ethics matter in purchase behavior?, Journal of Consumer Marketing, Vol. 18, pp.560-577.

Christopher Bacon, (2004). Confronting the Coffee Crisis: Can Fair Trade, Organic, and Specialty Coffees Reduce Small-Scale Farmer Vulnerability in Northern Nicaragua?, World Development Vol. 33, pp.497-511.

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Crosby, L. A., M.J. Bitner and J.D. Gill, (1990). Organizational Structure of Values, Journal of Business Reserarch 20, pp. 123-134.

Dickson, M.A. (2001). Utility of no sweat labels for apparel consumers: profiling label users and predicting their purchases, Journal of consumer Affairs, Vol. 35, pp. 96-119.

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Dickson. Marsha A. (2000). Personal Values. Beliefs, Knowledge, and Attitudes Relating to Intentions to Purchase Apparel from Socially Responsible Businesses. Clothing and Textiles Research Journal. 18 (1), pp.19-30.

EFTA (2001). Fair trade in Europe 2001-Facts and figures on the fair trade sector in 18 European countries. Brussels: European Fair Trade Association.

Fairrade Foundation. (2004). Fairtrade facts and figures. Fairtrade Resources, SP6, April 2004.

Florence de Ferran, Klaus G. Grunert, (2007). French fair trade coffee buyers’ purchasing motives: An exploratory study using means-end chains analysis, Food Quality and Preference 18, pp. 218-229.

Gabrella Caporale, Erminio Monteleone. (2004). Influence of information about manufacturing process on beer acceptability, Food Quality and Preference 15, pp. 271-278.

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Kirsty Golding and Ken Peattie, (2005). Insearch of a Golden Blend: Perspectives on the Marketing of Fair Trade Coffee, Sustainable Development 13, pp. 154-165.

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Maria L. Loureiro and Justus Lotde, (2005). Do fair trade and eco-label in coffee wake up the consumer conscience?, Ecological Economics 53, pp. 129-138.

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Moore, G.. (2004). The Fair Trade ovement: parameters, issues and future research, Journal of Business Ethics, Vol. 53 Nos 1-2, pp.73-86.

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Nicholls, A. (2002). Strategic options in fair trade retailing, International Journal of Retail & Distribution Management, Vol.30 No.1, pp. 6-17.

Nicholls, A. and Opal, C. (2005) Fair Trade: Market-Driven Ethical Consumption, London: Sage.

Nilsson, H., Tuncer, B. and Thidell, A. (2004). The use of eco-labeling like initiatives on food products to promote quality insurance- is there enough credibility?, Journal of Cleaner Production, Vol. 12, pp. 517-526.

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Parick De Pelsmacker, Wim Janssens, Ellen Sterckx and Caroline Mielants, (2005). Consumer preferences for the marketing of ethically labeled coffee, International Marketing Review, pp. 512-530.

Patrick De Pelsmacker. Liesbeth Driesen, and Glenn Rayp., (2005). Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee, The Journal of Consumer Affairs, pp.363-385.

Patrick De Pelsmacker and Win Janssens, (2007). A Model ofr Fair Trade Buying Behaviour: The Role of Perceived Quantity and Quality of Information and of Prodcut-specific Attitudes, Journal of Business Ethics 75, pp. 361-380.

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P’erezgrovas V. Cervantes E. (2002). Poverty alleviation through participation in fair trade coffee networks: the case of Union Majomut. http://www.colostate.edu/Ddpts/Sociology/FairtradeResearchGroup.

Peter Leigh Taylor, (2005). A Fair Trade approach to community forest certification? A framework for discussion, Journal of Rural Studies 21, pp. 433-447.

Raynolds, L.T. (2000). Re-embedding global agriculture: the international organic and fair trade movements. Agriculture and Human Values 17, pp. 297-309.

Raynolds, L.T. (2002a). Poverty alleviation through participation in Fair Trade coffee networks: Existing research and critical issues. New York: The Ford Foundation.
Raynolds, L.T. (2002b). Consumer/producer links in fair trade coffee networks. Sociologia Ruralis, 42(4), pp. 404-424.

Raynolds, L.T., Douglas Murray and Peter leigh Taylor, (2004). Fair Trade Coffee: Building Producer Capacity Via Global Networks, Journal of International Development, pp. 1109-1121.

Renard, M.-C., (1999). The interstices of globalization: the example of fair coffee. Sociologia Ruralis 39 (4), pp. 484-500.

Renard, M. (2003). Fair Trade: quality, market, and conventions. Journal of Rural Studies, 19(1), pp. 87-96.

Rokeach, M. J. (1973). The Nature of Human Values, New York:The Free Press.

Sarah Lyon, (2007). Fair Trade Coffee and Human Rights in Guatemala, J Consum Policy 30, pp. 241-261.

Shaw, D. and Clarke, I. (1999). Belief formation in ethical consumer groups: an exploratory study, Marketing Intelligence & Planning, Vol. 17, pp. 109-119.

Strong, C. (1996). Features contributing to the growth of ethical consumerism- a preliminary investigation, Marketing Intelligence & Planning Journal 14(5), pp.5-14.

Tsalikis, J. and Ortiz-Buonafina, M. (1990). Ethical beliefs differences of males and females, Journal of Business Ethics, Vol. 9, pp. 509-517.

Torjusen, H., Lieblein, G.., Wandel, M., & Francis, C.A. (2001). Food system orientation and quality perception among consumers and producers of organic food in Hedmark County, Norway, Food Quality and Preference, 12, pp.207-216.


Torsten Steinrücken and Sebastian Jaenichen, (2007). The Fair Trade Idea: Towards an Economics of Social Labels, J Consum Policy 30, pp. 201-217.

Wagner A. Kamakura and Jose Afonso Mazzon, (1991). Value Segmentation: A Model for the Measurement of Values and Value systems, Journal of Consumer Research, pp. 208-218.

Willer, H., & Yussefi, M. (2004). The world of organic agriculture – Statistics and emerging trends 2004. Bonn: International Federation of Organic Agriculture Monvements.

Whatmore, S. and Thorne, L. (1997). Nourishing networks: alternative geographies of food, in Goodman, D. and Watts, M. (Eds), Globalising Food. Agrarian Questions and Global Restructuring, London:Routledge.

三、網站部份

Fairtrade lebelling organizations Lnternational , http://www.fairtrade.net/home.html。

International Coffee organization, http://www.ico.org。

農委會農產貿易統計查詢系統,http://agrapp.coa.gov.tw/TS2/TS2Jsp/Index.jsp。
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