結合AHP以及DEMATEL方法探討葡萄酒購買意願之研究

A Study of Combining AHP and DEMATEL Methods to Explore Purchasing Decision for Wine

鄭德麟(De-Lin Cheng)

指導教授 ： 楊文廣 ； 楊浩偉

朝陽科技大學/管理學院/休閒事業管理系/碩士(2011年)

摘要

現今臺灣經濟的迅速發展，使得國人消費能力提高，改變了原有的生活型態，加上國外酒類產品的進口開放，形成臺灣葡萄酒市場的崛起，最近又搭配專業葡萄酒漫畫《神之雫》的推行之下，進而將品酒的風潮推向高峰。
本研究目的為酒商制定經營觀點以及提供消費者購買指標之參考。首先蒐集並閱讀消費者對於葡萄酒購買意願之相關文獻，從文獻探討、蒐集以及彙整學者與專家對本研究相關之內容，到訪問台中地區兩位葡萄酒商、兩位葡萄酒專家(消費者)以及三位學者，進而修正及驗證本研究對酒商以及消費者所提出的選擇論點。獲得二十四位葡萄酒商和二十五位重度葡萄酒消費者的有效問卷資料，運用與結合層級分析法以及決策實驗式分析法，將研究層級中的四項主準則以及二十項次準則來決定其權重排序與因果關係，進而作為酒商制定經營觀點以及提供消費者購買指標之參考。
酒商在權重排序方面，四項主準則之優先順序分別為商店形象的特徵性、葡萄酒故事行銷－以神之雫為例、服務品質的優劣、品牌權益；消費者在權重排序方面，四項主準則之優先順序分別為商店形象的特徵性、服務品質的優劣、葡萄酒故事行銷－以神之雫為例、品牌權益。在因果關係方面，酒商從事提升消費者購買意願之最佳選擇以及影響葡萄酒消費者購買意願之最主要因素，皆為主準則中服務品質的優劣之顧客需求的了解。
研究結果發現，酒商在權重排序方面，為探索性研究的主準則葡萄酒故事行銷－以神之雫為例，酒商展示漫畫中提到的酒款最高名次為第五名，加上內容經過考證、附錄所提供的葡萄酒知識三項皆進入次準則排名中的前十名；消費者在權重排序方面，酒商展示漫畫中提到的酒款最高名次為第四名，加上附錄所提供的葡萄酒知識、內容經過考證、以品嘗葡萄酒為主的專業性漫畫四項皆進入次準則排名中的前十名。

關鍵字

決策實驗室分析法 ； 層級分析法 ； 品牌權益 ； 神之雫 ； 商店形象 ； 服務品質

並列摘要

Currently in Taiwan the economy had been developed rapidly that not only increased consumers’ consumption as well, but also had changed the original lifestyle. Additionally, open imported international wine products had raised the formation of Taiwan''s wine market, and under the implementation of professional wine comic book “The Drops of the Gods” had pushed the wine tasting to a height peak.
The aim of this research was to collect and read the relevant literatures of purchasing intention. First of all, from the related literatures reviews to comply the subject experts on the contents of this study, and then interviewed 2 vintners, 2 wine experts (consumers), and 3 scholars from Taichung to be able to modify and demonstrate the issues regarding to vintners and consumers as mentioned in this research. The result of this study pointed out 4 major principles and 20 sub-principles that integrated the Analytic Hierarchy Process Theory (AHP) and Decision Making and Trial Evaluation Laboratory (Dematel) to obtain 24 vintners and 25 specific heavy wine consumers to decide its weight priorities and casual relationship as a reference not only offered vintners the marketing strategy but also provided consumers the purchasing guide.
One side of weight priorities from vintners, the priority order of four major principles were store image, marketing strategies of wine - take The Drops of the Gods as an example, strengths and weaknesses of service quality, and branding equity. Another side of weight priorities from consumers, the priority order of four major principles were store image, strengths and weaknesses of service quality, marketing strategies of wine - take The Drops of the Gods as an example, and branding equity. From the casual relationship perspectives, vintners were engaged to increase the consumers purchasing willingness of the best intention and affected on the purchasing willingness of wine consumers were the major factors of the strengths and weaknesses of service quality for consumers’ needs.
The results of this research showed that in the aspect of weight priorities of vintners was an exploratory study of main criteria of marketing strategies of wine. The comic book “The Drops of the Gods”, for example, had mentioned the highest ranking of wine selection of vintners as the 5th position, and plus textual criticized content, and appendix provided wine knowledge were ranked in top 10. From consumers’ point of view, the highest wine ranking was at the 4th position, and plus the wine knowledge which provided in the appendix, textual criticized content, and the specialization of wine tasting were all ranked in top 10.

並列關鍵字

Analytic hierarchy process ； Decision making and trial evaluation laboratory ； Brand equity ； The Drops of the Gods ； Store image ； Service quality

參考文獻

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