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系統識別號 U0026-1707202016174300
論文名稱(中文) 台灣發酵茶葉的價格決定因素:行銷或品質
論文名稱(英文) The Price Determinants of Taiwanese Fermented Tea: Marketing or Quality?
校院名稱 成功大學
系所名稱(中) 國際企業研究所
系所名稱(英) Institute of International Business
學年度 108
學期 2
出版年 109
研究生(中文) 丁東尼
研究生(英文) Tony Dinh
學號 R66077094
學位類別 碩士
語文別 英文
論文頁數 64頁
口試委員 口試委員-練乃華
口試委員-林財印
口試委員-陳建維
指導教授-江明憲
中文關鍵字 none 
英文關鍵字 Taiwanese fermented tea  partial least squares structural equation modeling  PLSSEM  marketing  qualiy  price 
學科別分類
中文摘要 none
英文摘要 The Taiwanese tea industry is facing a variety of challenges; both domestically and inter- nationally. Domestically, cultivation surface area and agrarian labor are decreasing year by year. Internationally, counterfeit and lower-quality tea imports flooding the Taiwanese market cause safety, quality, and pricing concerns for domestic producers. In order to un- cover the impact of these factors on producers, this study implemented structural equation modeling to examine both the market and quality-related factors that subsequently affect the pricing of processed, Taiwanese fermented tea. Preliminary interviews, comprehensive literature review, and in-depth interviews served to outline the factors affecting both the marketing, quality, and pricing of fermented tea products. Five factors: Certification, Tea Competition, Value-Added Services, Market Institutionalization and Marketing Activities comprised the market-related factors. Four fac- tors: Altitude, Cooperation, Technology, and Quality comprised the quality-related factors. A survey was created, underwent five revisions, and finalized versions were issued during the period of September 2019 – March 2020. 71 surveys were issued in person, with 71 fully-completed surveys collated; resulting in an effective response rate of 100%.
Implementing a partial least squared structural equation model (PLS-SEM), the fac- tors derived from collated data were analyzed. Additional controls in the form of age and experience were included. All factors were found to have significant impacts on producer price of Taiwanese fermented tea in the two, base models (Models 1 and 2). Additionally, two exploratory models were created (Models 3 and 4). Quality was found to have a more significant effect on Price over Marketing.
論文目次 Table of Contents
Abstract ii
Table of Contents iii
1.0 Introduction 1
2.0 Literature Review 2
2.1 Quality-Related Factors 2
2.1.1 Altitude 2
2.1.2 Cooperation 3
2.1.3 Technology 3
2.1.4 Quality 4
2.2 Market-Related Factors 5
2.2.1 Certification 5
2.2.2 Tea Competition 6
2.2.3 Value-Added Services 7
2.2.4 Market Institutionalization 8
2.2.5 Marketing Activities 9
2.3 Price 10
2.4 Conceptual Framework 11
2.4.1 Quality-Related Model 11
2.4.2 Market-Related Model 11
2.4.3 Full Models 12
2.5 Summary of Literature 13
2.6 Definition of Fermentation 13
2.7 Measurement Index 14
3.0 Research Methodology 14
3.1 Data 14
3.1.1 Preliminary Interviews & Survey Revision 14
3.1.2 Data Transformation 15
3.2 Model 15
3.2.1 Specification 15
3.2.2 Identification 16
3.2.3 Measurement 16
3.2.4 Re-specification 17
4.0 Results 17
4.1 Goodness-of-Fit Indices 17
4.2 Collinearity 18
4.3 Construct Validity 20
4.4 Discriminant Validity 20
4.5 Confirmatory Factor Analysis 20
4.6 Quality-Related Model Hypothesis Testing 22
4.7 Market-Related Model Hypothesis Testing 24
4.8 Full Model Hypothesis Testing 25
4.9 Control Variables 28
4.10 Common-Method Bias 28
4.11 Measurement Invariance of Composite Models (MICOM) 29
4.11.1 Configural Invariance 29
4.11.2 Compositional Invariance 29
4.11.3 Composite Equality 29
5.0 Discussion & Conclusion 30
6.0 Future Research 32
6.1 Altitude and Region 32
6.2 Quantile & Decile Regression 32
6.3 Fermentation Classifications 33
7.0 Acknowledgements 33
8.0 Appendix 34
8.1 Appendix 1: Summary of Literature Review 34
8.2 Appendix 2: Fermentation Defined 35
8.3 Appendix 3: Measurement Index 36
8.4 Appendix 4: Survey 40
8.4.1 Population and Statistics 41
8.4.2 Preliminary Interviews 42
8.4.3 Survey Construction and Revision 44
8.4.4 Data Transformation 45
8.5 Appendix 5: Model Specification, Identification, Validation, and Re-specification 45
8.5.1 Model Specification 45
8.5.2 Model Identification 45
8.5.3 Model Measurement 46
8.6 Appendix 6: Mediator Approach to Formative Models 46
8.7 Appendix 7: Control Variables 48
8.7.1 Age 48
8.7.2 Experience 48
8.8 Appendix 8: Measurement Invariance of Composite Models (MICOM) 53
8.8.1 Configural Invariance 53
8.8.2 Compositional Invariance 53
8.8.3 Composite Equality 58
9.0 References 61
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