台灣消費者對台灣有機茶葉願溢付價格之研究

茶，不僅僅是茶，它更是文化。從台灣茶葉史盛衰，茶在台灣經濟上扮演很重要的角色。而其中烏龍茶更是國人飲用的主要的茶，而安全衛生與自然保育概念抬頭，有機耕種被越來越多人重視，如坪林、南港的文山包種茶，其品質不輸高山茶，更是吸引很多大企業認養與年經人進駐尬茶，創新行銷。而又新興的紅茶如紅玉紅茶(台茶十八號)，又復甦帶動了魚池鄉紅茶的產業。論文旨在分析探討消費者對台灣茶的一般消費習慣，因最近食安問題屢見不鮮本，如農藥殘留等問題，所引發友善或有機耕作與有機茶的發展，然而在不肖商人打著有機旗號，提高有機茶的價格，卻從中賺取暴利。而消費者對有機的認知，與大家心目中願意加價購買有機茶是多少? 經由敘述統計與迴歸分析，採用Google表單問卷方式採方便樣本資料，總共收集了383份資料。此問卷探討台灣消費者對一般茶葉購買的消費習慣、偏好，並了解其對有機茶葉的認知，再而了解他們是否購買有機茶葉與對有機茶葉的購買習性，進而詢問心目中對有機茶葉願意溢價購買的百分比為何? 統計分析得知買包種茶與紅茶的受訪者較願意溢價購買有機茶。而且得知，受訪者實際購買的有機茶高於心中願意溢價價格，包種茶67%與紅茶63%。烏龍茶的差異是最小的4%。可見有機對烏龍茶(高山茶)飲者來說，並不具有較大的影響力。若茶葉能結合農業4.0，順應大自然法則，藉由智慧生產與共享平台，來發展有機茶的產業，讓大家都能用合理的價格買到喝到溫馨、安心、健康的有機茶。

關鍵字

有機茶；溢價價格；有機耕作

並列摘要

TEA, it is not only a ‘tea’, it is also one kind of Taiwan culture¸ it is alive, warm and growth. In Taiwan economic environment and history, Taiwan tea play an important role, especially the Oolong tea is one important of Taiwan tea and it is also the major of Taiwan beverages. How do we drink safely and healthy, and how to protect nature environment? These become very important topics in the word. Organic planted plan is developing by government and Organic planted concept is giving weight. For example, Baozhong tea of Pinglin and Nangana, these organic planted teas have good quality than the teas in high mountains, these teas even attracted Taiwan big and famous Companies whom to make agreements with tea growers; these teas are also attracting youth people to work with tea growers how to improve the produced skill and methods of sales platform in order to exposure Taiwan tea and promote Taiwan tea in the world. In recent years, these were many cases were raised the issue that Foods are not safe to eat or drink as the foods have pesticide residue when the foods sold to consumers. It lead many people to search and purchase organic foods. So, some of tea sellers increased the selling price of organic foods due to the needs increased. It caused the wrong image by consumers that organic is equal to expense. This study is major in how many percent of overpayment customer would like to buy organic tea than general tea and what customer hobby are when they buy and/or drink Taiwan tea in Green tea, Baozhong tea, Oolong tea(high mountain tea) and Black tea? There are 383 questionnaires are collected via Google, questionnaire is divided to 3 parts including customer tea hobby, what is impact factors when customer purchased/drink tea and how many % of overpayment customer would like to purchase organic tea than general tea? After went through regression analysis and Statistical Analysis, the result is that the customer of purchased Baozhong tea and Black tea would more willing to purchase organic tea; the % of overpaid price are 67% for Baozhong tea and 63% for Black tea. There is only 4% for Oolong tea (high mountain tea). The meaning is that Organic is not major factor for Oolong tea drinkers. Taiwan Government is developing Taiwan Productivity 4.0 Initiative including Agriculture. If Taiwan tea business would follow it to develop organic tea business via smart agriculture, AI and platform, then Taiwan consumers will drink a safe, healthy, warm organic tea with reasonable price purchased.