自我國加入世界貿易組織(WTO),各式酒類紛紛進口至國內,酒類選擇性更加多樣化,使得中式酒精飲料面臨強大競爭,而這個趨勢促使本研究想要了解,消費者對於中式酒精飲料的想法與感覺。本研究以ZMET隱喻抽取技術(Zaltman Metaphor Elicitation Technique),以圖片與深度訪談,探索內心的需求,訪談12位消費者,本研究一共抽取獲得204個構念,每個構念都代表受訪者的觀點,結果發現:中式酒精飲料之產品外觀,包含酒瓶、包裝設計比較簡單沒有特色,簡單外觀容易讓消費者對產品,品質產生不信任感,同時對整體價值感有所減損。受訪者對中式酒精飲料之產品整體認知為平價,包含有歷史文化之涵義,有其特殊之魅力,但是經過長時間貯存,會增加其價值。消費者對酒類之認知會受到行銷廣告的影響。
Since Taiwan had the admission to the World Trade Organization (WTO), various types of alcoholic beverages have been imported to Taiwan. More diverse alcohol selectivity makes Chinese liquors to face strong competition. This trend prompts the study which intend to understand consumers’ thoughts of Chinese alcoholic beverages. ZMET (Zaltman Metaphor Elicitation Technique) is my interview method in this study. I interviewed 12 consumers and showed them the pictures to explore . This study collected a total of 204 constructs. Each construct represents the respondent’s viewpoint. We found the following points: the appearance of Chinese products of alcoholic beverages, including bottles and packaging design, do not feature a characteristic; simple look easily causes the consumer not trust the quality of products, and decrease its total physical value. Respondents thought Chinese beverage alcohol products in global cognition as parity, containing historical and cultural meaning with some special charm. They thoughts the alcoholic beverages could increase its value after being storaged for a while. Consumer’s perception of alcoholic beverages will be influenced by marketing advertisements.