本論文旨在探討台灣咖啡業者參與公平貿易的情形,主要希望能透過對台北市內咖啡業者的實證研究,找出影響店家參與公平貿易的因素,並藉此協助解決台灣公平貿易發展上所遇到的問題。 透過文獻回顧,本文歸納出咖啡業者在選擇供應商時,可能會受到的心理及商業影響因素。心理層面上,採購者傾向選擇與自身理念相同的供應商,因此店主的公平貿易認同將可能影響到其參與的意願;商業層面上,由組織採購行為學中可總結出業者在選擇供應商時,將會考量品質、價格、供應商表現、消費者需求以及產品間的互補性等因素。 為驗證台北市內咖啡業者選擇參與公平貿易時,受到上述因素影響的情形,本論文採用問卷發放的方式進行調查,並使用敘述性統計、Logistics Regression與Tobit Model分析問卷資料。經由分析結果發現,已參與公平貿易的咖啡業者未來持續參與的可能性較高。而業者在考量未來是否參與公平貿易時,主要受到商業因素影響,但參與的程度則受到心理因素影響。
This paper aims to investigate the case of the coffee industry in Taiwan to participate in fair trade. The main purpose of this paper is to find out the factors that affect the store owners' fair trade participation through empirical research in Taipei's coffee industry, and to help solve problems encountered on the Taiwan's fair trade development. Analysis of related literature indicates that while the coffee store owners choosing their suppliers, they might be affected by certain psychological and commercial factors. On the psychological level, store owners tend to choose suppliers that share the same value. Therefore, the identification on fair trade concept would be very likely to affect the owners’ willingness on participating fair trade industry. Also, through the studied of organizational buying behavior, we can know that when the store owners selecting suppliers, they will take various factors into consideration. Such as quality, price, supplier performance, consumer demand and complementarity among different products. This paper using questionnaire surveys in order to verify the real condition of the coffee store owners affected by the above-mentioned factors, and the data from the questionnaire will be analysed with descriptive statistics, Logistics regression and Tobit model. The result of the analysis shows that there is a higher possibility for the coffee store owners to continuously participate in fair trade. Furthermore, when store owners considering their future fair trade participation, it mainly affected by commercial factors, but when it comes to the level of future participation in fair trade, the main determining factor turns to be psychologically.