台灣地區竹炭產品之消費價值與市場選擇行為研究

Consumption Values and Market Choices for Bamboo Charcoal Products in Taiwan

李翊豪(Yi-Hau Li) ； 林裕仁(Yu-Jen Lin) ； 林俊成(Jiunn-Cheng Lin) ； 李國忠(Kou-Chung J. Lee)

《台灣林業科學》 20卷1期 (2005/03) Pp. 37-48

https://doi.org/10.7075/TJFS.200503.0037

摘要

本研究採用消費價值及市場選擇行為理論，探討尚處於初期發展階段的台灣竹炭市場中，消費者對竹炭產品的接受度，影響消費者購買竹炭產品的主要因素與潛在消費者之特質，藉此瞭解竹炭在市場之發展潛力。以台灣地區家計單位為對象寄出問卷，問卷資料以因素分析、區別分析、單因子多變量變異數分析與卡方檢定進行分析。結果顯示影響購買竹炭行為的顯著因素共計有9項，依其重要性由高至低分別為：1.創新態度、2.低風險低價條件、3.基本功能與環保訴求、4.神奇與實用感、5.骯髒與誇大感、6.衝動與居家感、7.綠色行動家、8.次級群體、9.口碑與促銷條件因素。此外透過人口統計變項、有無購買經驗與前述9項顯著的消費價值因素問的分析發現婚姻狀態、年齡、學歷、職業、家庭月所得與有無購買經驗在消費價值與態度上具有顯著的差異。

關鍵字

竹炭 ； 綠色消費 ； 綠色產品 ； 消費價值與市場選擇理論 ； 創新採用

並列摘要

In this study, theories of consumption values and market choices were applied to analyze the consumption overview of bamboo charcoal products in the Taiwanese market. Our aims were to try to uncover the potential of the bamboo charcoal market in Taiwan. A mailed survey was used to investigate the acceptability of bamboo charcoal products to Taiwanese consumers, the key reasons affecting consumers' purchasing behaviors, and the characteristics of potential consumers in the Taiwanese market. Research objects were primarily centered on households in Taiwan. From factor analysis, discriminate analysis, one-way MANOVA, and Chi-squared test, it was found that there were 9 significant factors affecting buyers' behaviors. These factors listed in the order of discriminate loading are 1. innovativeness of consumers, 2. low risk and low price of bamboo charcoal products, 3. functional and environmental protection demands, 4. remarkable and pragmatic impression, 5. dirty and exaggerated impression, 6. impetuous character and domestic impression, 7. active green consumers, 8. influence from secondary groups, and 9. referrals and promotion. One-way MANOVA on demographic variables, whether or not examinees have had purchase experiences, and the aforementioned 9 significant factors indicate that marital status, age, educational level, occupation, and purchase experience status were significantly related to consumption values and attitudes.

並列關鍵字

bamboo charcoal ； green consumption ； green products ； consumption value theory ； market choice theory ； innovation adoption