探討不同情境下之酒精飲品選擇—以臺灣消費市場為例

臺灣的飲酒史多樣，從早期受到日治時期政策與文化影響，讓飲用啤酒習慣養成，隨後臺灣公賣局接手沿用專賣政策，導致臺灣人有相當高的啤酒飲用習慣。在進口限制解除後，百花齊放的酒類市場逐漸攻略原本啤酒的市場，隨著網路文化、酒吧文化的盛行，飲用葡萄酒、烈酒的族群有逐漸年輕化的趨勢，臺灣人飲酒習慣已與從前大不相同，但在不同情境下仍會不得不飲用某種酒類。本研究有鑑於此，以網路為途徑蒐集478份有效問卷，探討現今臺灣人在不同情境下的飲酒習慣。透過多元迴歸與多元羅吉斯回歸模型，可以從不同面向去解釋酒類消費之間的轉移。實證結果發現，臺灣人飲用烈酒比例相當高，與臺灣消費的啤酒量不成比例，且情境對於飲酒有相當程度的影響力，在不同情境下，消費者的確會特別選擇某種酒類，如與朋友相聚時不容易從啤酒轉換成葡萄酒、獨處時若本身習慣喝烈酒則會繼續喝烈酒，較不容易考慮其他酒類。在進行酒類消費時，情境的影響力顯著的大於個人對於酒類特徵如甜度、酸度、品牌、價錢等影響，代表臺灣人有習慣在某種情境飲用某種酒類的習慣，至於該酒類之特徵影響不如情境。

關鍵字

多元羅吉斯迴歸模型；酒精類飲品；情境分析；啤酒；酒；消費者行為；消費轉換

並列摘要

The alcohol drinking history in Taiwan has had multiple dimensions. Japanese policy and cultural influence in the colonial period had made Taiwanese people more get used to drink beer. Subsequent R.O.C. government policy lead by Tobacco and Liquor Monopoly Bureau continued such drinking habit. After the prohibition of foreign wine imports ended, a thousand of imported wines began to threaten the local beer market. As the internet and bar culture getting more popular, Taiwanese drinking habit has seen a significant change. However consumers still prefer specific wine under certain societal scenario. This study collects 478 valid responses from a web-based survey. It discusses drinking habits by Taiwanese people under different social and personal scenario nowadays. This research uses regression model and multinomial logistic regression model to examine the switch in consumption between different alcoholic beverages. The result shows that Taiwanese people drink mostly spirits and it’s not comparable to the general beer consumption trend. Scenario itself has a huge influence on the choice of alcohol types. When socializing with friends, consumers will hardly change from beer to wine. When staying alone, those who choose spirits will not change minds easily. When drinking alcoholic beverages, the scenario plays more important role than the characteristic of the wine, which dominates in the alcohol-purchase context, in determining consumer behavior and the potential switch pattern therein. It implies that the Taiwanese consumers are comparatively used to drink specific alcoholic beverage under relevant and most suitable or comfortable scenario for themselves; characteristics of the alcohol products instead have less impact on the choices and the change between choices.