進階搜尋


下載電子全文  
系統識別號 U0026-2906201616240500
論文名稱(中文) 以聯合分析法探討台灣消費者對手搖杯飲品產品屬性偏好之研究
論文名稱(英文) An Application of Conjoint Analysis to Taiwanese Consumer Preferences of Hand-shaken Drinks
校院名稱 成功大學
系所名稱(中) 企業管理學系
系所名稱(英) Department of Business Administration
學年度 104
學期 2
出版年 105
研究生(中文) 林培鈜
研究生(英文) Pei-Hung Lin
學號 R46031468
學位類別 碩士
語文別 中文
論文頁數 56頁
口試委員 指導教授-莊雙喜
口試委員-康信鴻
口試委員-周信輝
中文關鍵字 聯合分析法  產品屬性理論  手搖杯飲料  成分效用值 
英文關鍵字 Conjoint analysis  Product attribute theory  Hand-shaken drink  Partworth utility 
學科別分類
中文摘要 自泡沫紅茶店興起後,且因為氣候越來越炎熱,使得臺灣國內飲料店的家數以及營業額連年上升,2015年飲料店業營業額接近500億台幣,市場越來越競爭。因此,本研究希望能以台灣民眾為例,透過聯合分析法找出消費者心中手搖杯飲料產品屬性最佳組合,並希望透過此研究能夠給予現行商家或是準備進入市場的廠商一些參考依據。
  本研究以聯合分析法為主體,透過產品屬性理論將手搖杯飲料視為一項產品,將其分析並拆解選出九項常用產品屬性,再經由前測測問卷篩選出四項相對重要之產品屬性,分別為「口味」、「價格」、「品牌」、「折扣或促銷活動」,將此四種產品屬性加入正是問卷之屬性水準設定,依據文獻與現實情況設定不同之水準,透過聯合分析法計算出不同屬性水準對於受測者之成分效用值與重要性權重,進而分析與了解消費者對於手搖杯飲料之偏好與最佳組合。
  本研究結果發現,全體受測者之最佳產品組合為「CoCo」、「30元~60元」、「鮮奶茶」、「有促銷或折扣活動」,其中受測者對於「價格」之重視程度最高,其重要性權重最大,而「口味」次之。本研究另利用人口統計變數,分析不同性別、年齡、收入、職業和學歷之族群對於手搖杯飲料各項屬性重視程度之差異。
英文摘要 SUMMARY
Due to the rise of the bubble tea shops and hotter weather, tea shops and sales in Taiwan are increasing every year. The sales of tea shops are nearly fifty billion in 2015, and the competition among the shops is becoming more and more intense. Therefore, this study aims to identify hand-shaken drinks’ best combination of product attributes by conjoint analysis, and hopes to give existing shops or manufacturers which want to enter the market some reference through this research.
This study’s purpose is to figure out the optimal combination by using conjoint analysis, and the research object is the people who live in Taiwan. At first, the research found out top four hand-shaken drinks’ attributes by pilot test, which are “taste”, ”price”, ”brand” and ”discounts or promotions”. Further, the study used top four attribute to set up the level of attribute and building nine cards as “stimulus set”.
The study found out that the best hand-shaken drinks attributes combination consists of “CoCo”, “thirty one NT dollars to sixty NT dollars”, ”milk tea” and “have discounts or promotions”. And the study showed that ”price” and “taste” are the two most important hand-shaken drinks attributes to the customer. This study also used demographic variables to analyze the preference of different groups of ”gender”, “age”, “income”, “occupation” and “education”.

Key words: Conjoint analysis, Product attribute theory, Hand-shaken drinks, Part-worth utility
INTRODUCTOIN
Due to the rise of the bubble tea shops and hotter weather, tea shops and sales in Taiwan are increasing every year. The sales of tea shops are nearly fifty billion in 2015, and the competition among the shops is becoming more and more intense. Therefore, this study aims to identify hand-shaken drinks’ best combination of product attributes by conjoint analysis, and hopes to give existing shops or manufacturers which want to enter the market some reference through this research.

Based on previous studies, the introduction of green tea beverage has allowed diverse consumers to consume green teas and related products. In particular, health related information, price and packaging, would affect the flavor acceptability of green tea beverage depending on consumers’ age and gender (Bae et al., 2015). Tseng (2009) looked into Tainan’s beverage market, price promotion, brand name image and perceived value make some influence on consumers of the purchase decision-making. Promotion price has a positive impact on the purchase of consumer willingness.

After the pilot test, this study choose the top four attribute to build final test, the final test questionnaire is consisted of 9 stimulus generated by SPSS22.0. Finally, this study find “price” is the most valuable attribute to the respondents and the optimal hand-shaken drinks combination is “CoCo”, “thirty NT dollars to sixty NT dollars”, ” milk tea” and “have discounts or promotions”.

MATERIALS AND METHODS
In this study, the product attribute theory is used to determine the attribute of hand-shaken drinks. The primary method is conjoint analysis in this study. Conjoint is a way to analyze psychological preferences, and is often used in research on decision making related to products with multiple attributes. It assumes that consumers make decision on purchasing a product comprises a combination of various attributes, and that consumers decide to purchase a product because what combination of attributes provides is sufficient to meet their needs. This study employed conjoint analysis to explore the importance of various attributes of hand-shaken drinks to assist firms in the development of new products to meet consumers.

There are two steps in this research, pilot test and formal test. We chose the top four attributes according to the result of pilot test. The final questionnaire is built by the top four attributes. This study included nine cards through SPSS22.0 orthogonal experimental design in the final questionnaire. Finally, this study segments respondents into different groups and analyze the preference of attributes of different groups.

RESULTS AND CONCLUSION
After pilot test, we found that” Brand, Price, Taste, Discounts or promotions” are top four attributes for hand-shaken drinks. After collecting 187 samples, we found that the most important product attribute is “Price”, the second is “taste”, the third is “brand” and the last one is “discounts or promotions”. And the best hand-shaken drinks attributes combinations is consisted of “CoCo”, “thirty one NT dollars to sixty NT dollars”, ”milk tea” and “have discounts or promotions”.

CONCLUSION
The objective of the study is to find out the importance of various attributes of hand-shaken drinks which can assist firms in the development of new products capable of meeting the needs of consumers. However, there are some limitations, for example, most samples we collected are from the age 15 to 34 years old. It is not representative enough of the overall market. Moreover, respondents are almost students, who may be more sensitive to price.

According to the results, we found that the most important product attribute is “Price”, the second is “taste”, the third is “brand” and the last one is “discounts or promotions”. The results showed that when it comes to purchasing hand-shaken drinks, consumers’ first concern is price. This study can suggest that hand-shaken drinks firm should focus on pricing strategies.
論文目次 目錄
第一章 緒論 1
第一節 研究背景與動機 1
第二節 文章架構 4
第三節 研究目的 5
第四節 研究範圍與對象 5
第二章 文獻回顧 6
第一節 產品屬性理論 6
第二節 茶飲之相關文獻 9
第三節 聯合分析法 9
第三章 研究方法 18
第一節 研究流程與架構 18
第二節 屬性篩選 18
第三節 受測體之建立 22
第四節 統計分析方法 24
第四章 研究結果 26
第一節 正式問卷樣本結構分析 26
第二節 手搖杯飲料屬性偏好之聯合分析結果 28
第五章 研究結論與建議 43
第一節 研究結論 43
第二節 行銷管理意涵 46
第三節 研究限制與建議 47
參考文獻 48
中文文獻 48
英文文獻 49
附錄一 前測問卷 51
附錄二 正式問卷 54






















表目錄
表1-1 飲料店內各系類別近三年家數統計與銷售額概況 3
表3-1 前測問卷之初步屬性文字敘述說明 19
表3-2 前測問卷初步屬性計分表並依高低分排序 20
表3-3 最終產品屬性及水準設定 22
表3-4 正式問卷之受測體卡片 23
表4-1 正式問卷樣本組成結構 27
表4-2各受測體卡片之分數 29
表4-3 全體產品屬性水準分數及效用值 30
表4-4 各屬性之重要性權重 31
表4-5 手搖杯飲料產品屬性水準之成分效用與權重彙整 31
表4-6 各受測體卡片屬性水準之總效用值 33
表4-7 不同性別受測者之成分效用值與重要性權重 35
表4-8 不同年齡層受測者之成分效用值與重要性權重 36
表4-9 不同月收入受測者之成分效用值與重要性權重 38
表4-10不同學歷程度受測者之成分效用值與重要性權重 40
表4-11不同職業受測者之成分效用值與重要性權重 42


圖目錄
圖1-1 近三年飲料店業家數及營業額成長趨勢 2
圖1-2 近三年冰果、冷飲店家數及營業額成長趨勢 3
圖4-1 全體受測者屬性水準之效用值相對關係圖 31
圖4-2 九張卡片之總效用值 33

參考文獻 中文文獻
何昭賢(1999),產品屬性、訊息來源對廣告溝通效果之影響,東吳大學企業管理研究所碩士論文
吳萬益(2011),企業研究方法,台北市:華泰圖書出版社
余朝權(1991),現在行銷管理,台北市:五南出版社’
邱啟明、林宜方(1985),現在用語百科-電影用語,台北市:書泉
周文賢(1999),行銷管理:市場分析與策略規劃,台北:智勝文化事業有限公司
周文賢,張欽富(2000),聯合分析在產品設計之運用,台北:華泰書局
曾舜寬(2013),價格促銷、品牌形象與知覺價值對消費者購買意願之影響-以大台南地區品牌包裝茶飲市場為例,國立成功大學企業管理學系專班碩士論文
黃俊英(2000),多變量分析,台北市:華泰圖書出版社
劉水深(1984),產品規格化與策略應用:華泰圖書出版社
劉玉琰(1999),行銷學:理論與實務,台北:智勝文化事業公司
劉現成(2005),跨越疆界:華語媒體的區域競爭,台北市:亞太圖書
羅文坤(1986),行銷傳播學,台北市:三民出版社





英文文獻
Aaker, & David A. (1996) Measuring Brand Equity across Product and Markets. California Management Review Vol.38, No. 3: 102-120.
Bae, Y.W., Lee, S.M., & Kim, K.O. (2015). Age and Gender Differences in the Influence of Extrinsic Product Information on Acceptability for RTD Green Tea Beverages. Journal of the Science of Food and Agriculture
Barich, H., & Kotler P. (1991). A Framework for Marketing Image Management. Sloan Management Review, 32, 94-104
Green, P.E., & Wind, Y (1973) Multiattribute Decisions in Marketing. Dryden Press, Hinsdale
Green, P. E., & Srinivasan, V. (1978). Conjoint Analysis in Consumer Research and Practice. Journal of Marketing, 54(5), 3-19
Green, P. E., & Srinivasan, V. (1990). Conjoint Analysis in Marketing: New Development with Implications for Research and Practice. Journal of Marketing, 5, 3-19
Green, P. E., Goldberg, S. M., & Wind, Y. (1984) Conjoint Analysis of Price Premiums for Hotel Amenities. Journal of Business, 111-132
J.Hair,Jr., R.Anderson, R.Tatham, & W.Black (1998).Multivariate Data Analysis, 5th ed. Upper Saddle River, NJ: Prentice-Hall, 418.
Holbrook, M.B., & Hirschman, E.C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, 9(2), 132-140.
Keller, K.L. (1993). Conceptualizing, Measuring, and Managing Customer-base Brand Equity. The Journal of Marketing, 57(1).
Kotler, P., & Cox, K. K. (1980). Marketing Management and Strategy. Prentice Hall.
Kotler, P (1994). Marketing Management: Analysis, Planning Implementation, and Control. NJ: Prentice-Hall, Incs.
Kotler P., & Armstrong G. (1997). Principles of Marketing 7th ed., Prentice-Hall.
Kotler, P., & Armstrong, G. (2010). Principles of Marketing. Pearson Education.
Moore, W. L. (1980). Level of Aggregation in Conjoint Analysis: An Empirical Comparison. Journal of Marketing Research, 516-523.
Park, C.W., Jaworski B.J., & MacInnis, D.J. (1986). Strategic Brand Concept-Image Management. Journal of Marketing.
Sheth, J. N., Neywman, B. I., & Gross, B. L. (1991). Why We Buy A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.
Smith, W.R. (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(1), 3-8
Stanton, W. J., Michael, J.E., & Bruce, J.W. (1991). Fundamentals of Marketing, 9th ed, N.Y.: McGraw–Hill, 115.
Wind, Y. (1978). Issues and Advances in Segmentation Research. Journal of Marketing Research, 15, 317-337.
論文全文使用權限
  • 同意授權校內瀏覽/列印電子全文服務,於2020-06-30起公開。
  • 同意授權校外瀏覽/列印電子全文服務,於2020-06-30起公開。


  • 如您有疑問,請聯絡圖書館
    聯絡電話:(06)2757575#65773
    聯絡E-mail:etds@email.ncku.edu.tw