以身分地位、健康因素探討葡萄酒之消費

Examining the Consumption of Grape Wine by Social Status and Health Factor

蘇文重(Wen-Chung Su)

指導教授 ： 李偉權

亞洲大學/管理學院/國際企業學系碩士班/碩士(2005年)

摘要

葡萄酒在古代歐洲社會是貴族化的象徵，是餐桌上不可或缺的藝術品，如今隨著國際化的趨勢、國人消費能力的提高與生活型態的改變，葡萄酒美食文化已逐漸融入國人生活中。我國自1987年開放葡萄酒進口銷售，並於2002年開放民間產製酒類，酒類市場即進入百家爭鳴局面，對原有的消費市場型態也需重新評估。
為有效區隔目標市場，本研究根據Lockshin, Spawton and Macintosh (1997)等三人所提，依產品、品牌、購買等三種型式涉入理論為基礎輔以身分地位及健康因素來區隔不同的葡萄酒消費者。由不同的市場區隔消費群體來探討葡萄酒消費行為，以提供學術研究或業界參考。
本研究結果將葡萄酒的消費者區隔成「健康概念飲者」、「行家」、「一般飲者」、「逐夢享樂飲者」等四個群體。研究結果發現：
1.葡萄酒消費者的市場區隔與人口統計變數之年齡、學歷、所得等三項有顯著差異。
2.葡萄酒消費者的市場區隔與消費行為之喜好性、飲用原因、飲用產地、飲用單價、平均
飲用量、該地點購買主因等六項有顯著的差異。

關鍵字

身分地位 ； 健康因素 ； 葡萄酒 ； 消費

並列摘要

Notwithstanding that the grape wine has long been a symbol of nobility in ancient European societies, it is also an indispensable art at the dining table. Buoyed by the globalization trend, the local population’s consumption power has drastically improved and gradually being altered by the changing lifestyle, where wine drinking and gourmet dining have become a way of life for a majority of the residents. Following the lifting of import restrictions on grape wines in 1987, and the authorization of private winemaking in 2002, not only does the wine market has since entered a fiercely competitive stage, but there is also a compelling necessarily to reevaluate the earlier consumption market mode.
To effectively segregate the target markets, the study has taken to the three involvement theories of product, brand and purchasing as presented by Lockshin, Spawton and Macintosh (1997), together with social status and health factor, to segregate varied grape wine consumers. The study intends to examine grape wine consumption behaviors through consumer groups in varied market segregations that would poise to offer significant references to academic research and as practical references to the operators.
The study findings divide grape wine consumers into four groups – which are the health concept drinkers, the wine connoisseurs, the general drinkers, and the fantasy enjoyment drinkers; the study findings have yielded the followings,
1.The findings on market segregation of grape wine consumers indicate that there are significant variations to three demographic statistic variables of age, education and income.
2.The findings on market segregation of grape wine consumers indicate that there are significant variations to six categories of consumer preferences, motivation of consumption, origin, unit cost, average consumption, and place of purchase.

並列關鍵字

social status ； health factor ； grape wine ； consumption

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