大陸飲料消費型態之研究－以上海地區為例

A Study of Beverage Consumption Patterns in Shanghai, China

陳琪婷(Chi-Ting T. Chen) ； 謝邦昌(Ben-Chang Shia) ； 陳政雄(Shaun C. Chen)

《餐飲管理學術研討會論文集》 第八屆 (2003/12) Pp. 103-120

https://doi.org/10.6640/TSFBM.2003.08.06

摘要

本研究在深入瞭解大陸飲料市場的消費型態，主要的研究目的包括：瞭解大陸飲料消費市場，分析上海地區飲料消費型態，及比較飲料消費型態是否會因消費者之背景變項而有顯著差異。研究設計以電腦輔助電話問卷調查法（CATI）收集相關資料，並以描述性統計及交叉分析法分析資料，共回收有效樣本1080份，回收率約86%。研究結果顯示飲料消費型態會因飲料消費者之背景而有明顯不同。本研究結果可提供臺灣飲料業者生產及銷售大陸飲料產品之參考資料，並做為未來對於大陸地區飲料消費型態相關性研究的基礎。

關鍵字

大陸飲料市場 ； 飲料消費行為 ； 電話調查

並列摘要

The purpose of the study was to examine beverage consumption patterns in Shanghai, China. The objectives included studying beverage industry in China, examining beverage consumption patterns in Shanghai, and determining whether beverage consumption patterns differed on participants' background variables. The Computer-Assisted Telephone Interviewing System (CATI) was used to collect and analyze data. A total of 1080 subjects participated in the study with the return rates 86%. Descriptive statistics were computed for each variable and nonparametric tests were conducted to determine if beverage consumption patterns significantly differed in background variables. The results of this study can provide useful information for marketing beverage products and the further study on beverage consumption patterns in China.

並列關鍵字

Beverage industry in China ； beverage purchasing behavior ； telephone survey