Title

台灣消費者對於特色茶葉屬性消費偏好之研究

Translated Titles

Consumer’s Preferences on attributes of Unique Tea

Authors

李淑華

Key Words

選擇實驗法 ; 有機茶葉 ; 願付價格 ; 分級認證 ; 產地認證 ; Choice Experiment ; Organic tea ; Willingness to pay ; Classification and certification ; Origin certification

PublicationName

中興大學應用經濟學系所學位論文

Volume or Term/Year and Month of Publication

2012年

Academic Degree Category

碩士

Advisor

陳韻如

Content Language

繁體中文

Chinese Abstract

本研究透過聯合分析法中的選擇實驗設計,提供特色茶葉產品屬性之替選方案讓受訪者選擇。利用多元羅吉斯之實證推估求算出消費者對於茶葉屬性,即低咖啡因、有機茶葉、有分級認證,和有產地認證之願付價格。實證數據顯示,受訪者願意加價53.77%購買有機茶葉,其加價額度在四個茶葉屬性水準中為最高,可說明消費者相較於其他3個屬性,最偏好有機茶葉。 除此之外,加入社經背景的實證結果顯示,願意加價額度最高是教育程度為大專以上的受訪者,相較於一般茶葉,願意多付53.35%來購買有機茶葉。而職業為軍公教的受訪者偏好購買有產地認證的茶葉,其願付價格為高於一般茶葉的53.71%。 針對有機茶葉客群應建立誠信與消費安全之信賴,對於飲用一般茶葉的消費族群,配合宣導有機茶葉的特質與價值,增加其對有機茶葉的偏好。政府相關單位應加強茶葉分級認證制度與產地認證制度的推行,且分級認證制度應公正,而產地認證流程應透明化,才能取得消費者的信賴與支持,有效提升茶葉的銷售量與利潤。 關鍵詞:選擇實驗法、有機茶葉、願付價格、分級認證、產地認證

English Abstract

Abstract In order to enhance unique tea’s marketing strategies, it is important to know consumers’ preferences towards unique tea. Thus, this study used choice experiment to design various unique tea alternatives for subjects to choose, and then found the tea leaf consumers’ preferences based on their choices. There are four unique tea leaf attributes (low caffeine, organic, classification, and origin certification), and one price attribute were examined in this research. The survey data were collected by face to face survey, and analyzed with Multinomial Logit model. The empirical results showed that the participants were willing to pay 53.765% more than the general tea price to buy organic tea, and organic is the most favored attribute among all unique tea attributes. Moreover, when the demographic characteristics were also considered, the results indicated that subjects with undergraduate degree or above would be more likely to pay 53.35% more than general tea to buy organic tea. Consumers who are military or government employees were found willing to pay 53.706% more price premium than general tea to buy organic tea with origin certification. Therefore, it is important to market tea products with organic and/or origin certification, and thus increase profits. At the same time, to ensure consumers’ confidences, the organic and origin certification regulations should be well designed in a trustworthy way. Keywords:Choice Experiment, Organic tea, Willingness to pay Classification and certification, Origin certification

Topic Category 農業暨自然資源學院 > 應用經濟學系所
社會科學 > 經濟學
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Times Cited
  1. 程玫雪(2016)。利用聯合分析及感官品評評估台灣消費者對於市售包裝茶飲的消費者行為。中興大學食品暨應用生物科技學系所學位論文。2016。1-47。
  2. 張書瑗(2016)。台灣製茶共通專業能力之分析。中興大學生物產業管理研究所學位論文。2016。1-105。