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  • 學位論文

中餐廳消費者對中式酒精飲料認知之研究

Chinese Restaurant Consumers’ Perception of Local Alcoholic Beverages

指導教授 : 孫路弘

摘要


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。

並列摘要


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.

並列關鍵字

Chinese alcoholic beverages perception ZMET

參考文獻


孫路弘(1996)。餐飲服務品質管理。觀光研究學報,2(1),79-91。
徐達光(2004)。消費者心理學。台北:東華。
鄧淑烜(2001)。分析飲酒對個體健康的影響與台灣地區酒類消費趨勢。台灣地區飲食文化與國民健康研討會論文集(頁145-160) 。台北:中國飲食基金會。
宣翔(2007)。華人文化的咖啡消費之深層心靈隱喻(碩士論文,國立中興大學,2007)。
張淳睿(2008)。台灣消費者對紅葡萄酒選擇量表之建構研究(碩士論文,國立中興大學,2008)。

被引用紀錄


周意華(2011)。消費者對金門高粱酒品牌形象之探討〔碩士論文,國立高雄餐旅大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0018-3006201111121300
薄芫芫(2016)。以隱喻抽取技術探討特定地景與目的地意象之關聯 ~~以龍井區竹坑南寮步道為例~~〔碩士論文,朝陽科技大學〕。華藝線上圖書館。https://www.airitilibrary.com/Article/Detail?DocID=U0078-1108201714032860

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