臺灣即飲包裝茶特徵價格之研究

鄭貞怡

doi:10.6342/NTU.2012.00961

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臺灣即飲包裝茶特徵價格之研究

A Study on Hedonic Prices of Taiwanese Packaged Tea Drink

鄭貞怡 , Masters　　Advisor：孫立群　　

繁體中文 DOI： 10.6342/NTU.2012.00961

即飲包裝茶；特徵價格法； Box-Cox ； packaged tea drink ； hedonic price ； Box-Cox

Abstract │ Reference (53) │ Times Cited (4) │ Altmetrics

Abstract 〈TOP〉

Parallel Abstract 〈TOP〉

In order to cater consumers, beverage manufacturers launch a lot of packaged tea drink. The purpose of this study is to know the importance of the packaged tea drink’s characteristics for consumers. We employ the hedonic prices theory and categorize the characteristics of packaged tea drink into the nutrition, sensory attributes and brands. Moreover, we estimate the implicit price of the characteristics. According to the result, we can ascertain which characteristic is more important for consumers.
On empirical demonstration, we adopt the Box-Cox function to estimate the hedonic price function and find out that the unrestricted functional form is the optimal functional form. Additionally, we apply MLE to estimate the parameter value of variables and the implicit price of characteristics. This study only discusses the variables that are significant. Major empirical results are summarized as follow:
(1) In terms of nutritional characteristics, the fat’s implicit price is the highest, and the calories’ is the lowest. The implicit price of fat is NT 2.1329/100ml. And the implicit price of calories is NT -0.1609. It represents that consumers prefer the fat.
(2) Among sensory attributes, the implicit price of the can, the oolong tea and the fruit tea are positive. The implicit price of the can is NT 2.9101/100ml. The implicit price of the oolong tea is NT 0.4661/100ml. And the implicit price of the fruit tea is NT 0.8216. But the large capacity’s implicit price is NT-0.7646. It represents that consumers prefer the can, the oolong tea and the fruit tea, but consumers don’t like the packaged tea with the large capacity.
(3) Among the brands, ITO EN’s implicit price is the highest. KIRIN’s implicit price is the second. And the implicit price of Asahi is the third. It represents that ITO EN is consumers’ the most favorite brand.

Reference ( 53 ) 〈TOP〉

王聖博，2004。「影響消費者購買決策因素之探討-以茶飲料消費者為例」。碩士論文，國立成功大學高階管理碩士在職專班。
連結：
行政院農業委員會，2004-2011。『食品工業統計資料彙編』。台北：行政院農業委員會。
連結：
行政院農業委員會，2010。『中華民國九十九年農業統計要覽』。台北：行政院農業委員會。
連結：
林隆儀，2008。「現代化中仍保有傳統特色的我國飲料產業」，『中華飲食文化基金會會訊』，14卷，2期，24-30。
連結：
周能傳，1999。「飲料工業發展現況與展望」，『台灣區果蔬汁工業同業公會1999年刊』，19-29。
連結：

Times Cited (4) 〈TOP〉

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