| Abstract: | 在競爭激烈的烘焙食品市場，產品有多種型式，本研究即鎖定在中式與西式點心上，了解消費者對產品屬性和商店形象是否會影響其購買行為，同時瞭解購買中式和西式點心的消費者其生活型態是否有差異。以問卷調查方式，在北、中、南共發放300份問卷，有效問卷293份，調查結果發現：購買西式點心的消費者較多，約九成是自行食用，購買金額大多在200元以下；購買中式點心的消費者，雖然自行食用較多，作為送禮用途亦佔其購買的四成，也因此購買金額在500元以上居多。在人口統計變數中年齡、婚姻狀況、職業、教育程度會影響購買種類；性別、教育程度、居住地區則是影響購買用途。商店形象經因素分析後分為四個構面：體驗、產品選擇、方便性、知名度，在商店形象中購買西式點心消費者較重視產品選擇構面；產品屬性經因素分析後分為兩個構面：產品、在地文化特色，在產品屬性中購買中式點心消費者重視地方及文化特色。不同情境之下，消費者在早餐、下午茶、慶生、咖啡、洽談公事、朋友聚會以及隨時充飢或外出攜帶的情境會偏好西式點心；在中餐、宵夜、泡茶的情境下較多消費者偏好中式點心。最後，將消費者之生活型態進行因素分析發現，中、西式點心消費者均重視環保議題；其中，西式點心消費者較重視社交活動。
In the highly competitive baked food market, there are several types of baked products, this study aims to the Chinese and Western style desserts, to understand the product attributes and store image will effect consumer behavior, and understand consumer lifestyle between buying the Chinese and Western style dessert.By questionnaire survey method, there are 300 questionnaires are distributed in Southern, Central and Northern Taiwan, 293 valid samples are collected.Depending on research results, consumer purchased Western style dessert more than Chinese style, about 90% of Western style consumers are self-consumption, and the purchasing amount is almost less than 200 NT. The consumer who purchased Chinese style dessert is most self-consumption, but 40% of the Chinese style dessert consumer purchased as gifts, therefore the purchasing amount is more than 500 NT.Based on demographic variables, the age, marital status, occupation, education level impact of dessert types, and gender, education level, living area is the impact of purchase purposes.Store image utilize factor analysis into four dimensions: experience, product select, convenience, visibility. The consumers of the Western style dessert pay attention on the product selection dimension of store image. Product attributes utilize factor analysis into two dimensions: product, local and cultural characteristics. The local and cultural characteristics dimension is important to consumers who purchased the Chinese style desserts.In the different situations, consumer most purchase or prefer the Western style desserts in the breakfast, afternoon tea, birthday, coffee, official business, friends party, eat at anytime or carried out. For lunch, supper, tea these situations, consumer most choose and prefer the Chinese style desserts.Finally, the consumer’s lifestyle utilize factor analysis and t-test, found theconsumers who purchased the Chinese style and Western style desserts are concerned about environmental issues, Among them, the Western style desserts consumers attach more importance to social activities. |
