| Abstract: | 本研究主要是經由葡萄酒消費者的消費行為，了解消費者在購買葡萄酒時重視哪些產品屬性，藉由不同的消費族群去探討消費者在葡萄酒的消費行為上的差異，目的在瞭解不同的消費者對於葡萄酒涉入程度是否具有顯著差異；消費者對於葡萄酒涉入程度的不同與購買決策是否具有顯著差異；不同涉入程度消費者購買葡萄酒時會關注哪些因素。 研究結果顯示葡萄酒消費者經由涉入程度不同區分為，高中低等三個不同涉入集群，在性別、年齡與婚姻狀況是無顯著相關，而在教育程度、職業與平均月收入則具有顯著差異。三個不同涉入集群在葡萄酒購買決策中的購買動機、資訊來源、產品屬性評估準則，以及在消費實態變數中的購買通路、購買頻率、購買價格、購買的葡萄酒種類等變數皆有顯著差異。低涉入集群較常到量販店購買，購買動機以禮品送人為主，訊息來源以親友介紹為主，平均購買頻率為半年以上購買一次，平均單瓶購買價格300~499元為主，對於葡萄酒重視屬性構面上以安全認證與價格為主要考量；中涉入集群在購買通路、購買動機、飲用頻率及平均單瓶購買價格與低涉入集群相似，惟訊息來源以現場人員試喝促銷與親友的介紹為主，對於葡萄酒重視屬性構面則以外型包裝為主要考慮因素；高涉入集群則是以量販店與酒品專賣店為主要購買通路，有固定的購買習慣，資訊來源也是以親友介紹為主，飲用頻率則縮短為一個月內一次，平均單瓶購買價格在1000元以上。所有受訪消費者都顯示最常購買法國產的葡萄酒，與朋友聚餐或節日慶祝為主要飲用時機，對於品牌並不特別注意但部分消費者會記住飲用過的品牌。
This study intends to uncover which wine product properties are important to its consumer. The main purpose is to investigate if consumer’s involvement differs due to their personal backgrounds; consumer's involvement impacts purchase decisions, and consumer with different involvement levels base their purchase decisions on product properties. Consumer's involvement was divided into high, medium, and low three groups. The results show that significant difference among the three groups in education, occupation, and income, but not in gender, age, and marriage status. These three groups also significant in purchase decision making factors, motivation, information seeking, and product properties. The consumption reality variables, purchasing channels, purchasing frequencies, price, and types of wine were significant as well. Generally, low and medium involvement consumer shared similar consumer's behavior patterns. Low and medium involvement consumer tend to purchase wine from supermarkets while high involvement consumer conducted purchase from both supermarkets and liquor stores. Low and medium involvement consumer tend to purchase wine products as gifts for special occasions with the frequency of once every half year, while high involvement consumer purchase once a month. In terms of information seeking, medium involvement consumer acquired information through testing and marketing at supermarkets along with friends and relatives while low and high involvement consumer acquired information from friends and relatives only. In addition, security certification and price were the most important factors for low involvement consumer while medium involvement consumer focused more on packaging appearance. Finally, low and medium involvement consumer tended to purchase lower-priced products, NT$ 300~499, as opposed to high involvement consumer over NT$ 1000. Overall, all interviewees purchase French products more often and drink it during gathering with friends on holidays. Meanwhile, brand was not an influential factor, but was noted for future purchases. |
