葡萄酒消費近幾年在台灣蓬勃的發展,本研究以購買過葡萄酒的國人消費者作為研究對象,來瞭解目前國人消費者對於葡萄酒的涉入程度與購買意願的現況,探討不同背景的顧客對涉入程度與購買意願之差異情形以及涉入程度與購買意願之關聯性。茲將主要研究目的敘述如下:1.了解消費者對葡萄酒的涉入程度與購買意願之間的關係;2.探討不同背景變項消費者對葡萄酒的涉入程度與購買意願是否具有差異性;3.探討消費者對葡萄酒的涉入程度不同是否會對購買意願造成影響。本研究共發出300 份問卷,經篩選出答題有一致性或答題不完全之無效問卷後,總計剔除無效問卷共47 份,實際有效問卷為253 份,有效回收率為84.3%。根據研究結果發現國人消費者之涉入程度與購買意願構面具正相關。不同性別、職業、 個人月收入之葡萄酒消費者在涉入程度和購買意願上有顯著差異;不同的年齡、教育程度之葡萄酒消費者在涉入程度和購買意願上皆無差異。 本研究結果將對葡萄酒業者有所建議如下: 一、建議葡萄酒商可以定期舉辦品酒會與葡萄酒講座,來增加消費者對葡萄酒的相關知識並運用網路購物、宅配等服務來拓展葡萄酒的購買通路,使其提高涉入程度,進而提高購買意願。 二、在性別方面建議葡萄酒商可以找男性名人代言或偶像團體代言葡萄酒,使得女性消費者對於葡萄酒有多一點的涉入程度進而產生興趣;在職業方面針對不同職業別的消費者進口一些價格合理,且接受度較高的入門酒款,使得剛接觸的消費者能夠慢慢培養對葡萄酒的興趣,進而提高購買意願;在收入方面建議葡萄酒商可以結合地方大學相關科系開辦葡萄酒推廣課程或和政府機關合作搭配節慶活動進行促銷方案,使得一般收入的民眾可以多接觸到葡萄酒相關知識,進而增加購買意願。
In recent years, there has been a vigorous development of wine consumption in Taiwan. This study investigated wine consumers from different backgrounds as research subjects in order to understand people's involvement and purchase intention. Here are our main research purposes: 1.To understand the relationship between consumers' involvement and purchase intention of wine. 2.To explore whether different demographic backgrounds play a variable at consumers' involvement and purchase intention of wine or not. 3.To investigate whether different levels of wine consumer involvement affect purchase intention or not. The study distributed 300 questionnaires in total. After screening out the consistent answers and uncompleted answers, it results in 253 valid questionnaires and 47 invalid questionnaires. The effective rate was 84.3%. The result of the study found that the involvement and purchase intention of Taiwanese consumers have positive correlation. Gender, occupation, monthly income of wine consumers have significant differences in the degree of involvement and purchase intention; the age and educational level difference among wine consumers result in no differences in the degree of involvement and purchase intention. The results of this study lead to the following recommendations for the wine industry: First, it is recommended that wine producers can organize regular wine tastings and lectures to increase consumer knowledge of wine products consumers, and Online shopping, home delivery and other services can be used expand access to purchase wine in order to improve the degree of involvement, thereby increasing purchase intention. Second, it is recommended that wine producers can use male celebrities or idol groups for promotion, leading female consumers to have more involvement and interest in wine; different wines with reasonable prices can be imported for consumers with different occupations in order to develop interest of new consumers and increase their purchase intention; for consumers with different monthly incomes, the wine producers can combine local universities in wine related departments to offer courses of wine promotion, or cooperate with government agencies to promote wine in local festivals. So that people in general income can have more contact with wine-related knowledge and purchase intention.
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