即飲茶品與茶點搭配之研究

本研究試圖探討茶飲與所搭配茶點的消費者購買偏好、消費者屬性及選購行為。根據國內飲食大眾蒐集所得的問卷資料，以檢定新舊產品間相關性，利用傳統統計之勝算分析及資料探勘之關聯分析，估算消費者新舊飲品組合的偏好程度及茶飲茶點的最適組合，同時亦建置二元羅吉斯迴歸模型，以掌握最近曾購買新茶飲的消費者屬性。根據本研究三項實證分析結果，消費者對同品類的慣用茶飲與新茶的偏好一致，而部分跨品類的慣用茶飲與新品茶飲間偏好，則呈互補性。在新茶飲消費者屬性中，消費者對產品信任係吸引其選購的主因。最後，商品組合方面，紅茶類、綠茶類、奶茶類與烏龍茶類飲料均偏好搭配烘焙／甜點／零食或地方小吃。

關鍵字

茶飲料；新產品；商品組合；勝算比；關聯分析

並列摘要

For the tea beverage industries, the market is almost under perfect competition. Also it's restricted to the environment of catering business and the transformation of the chain convenience store, the industry faces with the increased competition and is forced to re-consider the business strategy. Marketing could always active market, create value and improve the managerial performance, and the product bundle is one of the important marketing project for industry profit. This research aims to investigate the consumer preference, characteristic and purchase behavior for purchasing tea beverage and relevant food. We examine the correlation between the new and existing products based on the questionnaires in Taiwan. Besides, we use odds ratios and association rules to estimate the consumer preference of new or conventional tea beverage and its respective food bundle. It is evident that the new beverage which attracts new consumers' close attention and stronger consumers' trust on product can increase the purchase intention. Furthermore, any a savor of black tea, green tea, milk tea or oolong tea matches up with bread, desserts, snacks, or local cuisine as consumers' preferred meal choice.