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系統識別號 U0026-3107201416013700
論文名稱(中文) 葡萄酒消費者涉入程度與知識對通路選擇影響之研究
論文名稱(英文) Rules of Attraction: Do More Knowledgeable Wine Consumers Prefer Channels That Offer More Information?
校院名稱 成功大學
系所名稱(中) 經營管理碩士學位學程(AMBA)
系所名稱(英) Advanced Master of Business Administration (AMBA)
學年度 102
學期 2
出版年 103
研究生(中文) 陳泰宇
研究生(英文) Tai-Yu Chen
學號 RD6001031
學位類別 碩士
語文別 英文
論文頁數 53頁
口試委員 指導教授-蔡惠婷
口試委員-賴孟寬
口試委員-康信鴻
中文關鍵字 涉入程度  客觀知識  主觀知識 
英文關鍵字 Product Involvement  Objective Knowledge  Subjective Knowledge 
學科別分類
中文摘要 台灣的葡萄酒市場已經穩定成長超過十年,僅在2008年全球金融風暴時微微地萎縮0.5%。儘管如此,很少有研究關注於台灣的葡萄酒市場。葡萄酒所涉及的資訊相當複雜,全世界所生產的葡萄酒款已經逼近十萬,因此,本研究從資訊的觀點來探索消費者的購買通路選擇。客觀知識是用來衡量消費者所擁有資訊的變數,而台灣的葡萄酒通路所提供的資訊量有相當大的差異,因此本研究主要比較擁有高、低客觀知識的消費族群其涉入程度、經驗、主觀知識以及通路選擇的差異。本研究利用網路問卷來蒐集資料,總共蒐集到112份樣本,並利用敘述性統計、信度分析、卡方測定、獨立樣本t檢定、以及相關性分析來分析資料。研究結果發現擁有高客觀知識的消費者涉入程度比較高、對於自己的資訊比較有信心(高主觀知識),同時也較常在提供較多資訊的通路購買葡萄酒。比較意外的發現是擁有高客觀知識的消費者喝葡萄酒的經驗平均上比低客觀知識的族群還要低,這跟一般的認知是衝突的,因為一般人會認為喝葡萄酒時間比較久的人應該會知道的比較多。這顯示出台灣有一個新世代的葡萄酒消費者,其客觀知識、主觀知識以及涉入程度都比較高,同時這群消費者也偏好在能夠提供比較多資訊的通路購買葡萄酒。本研究結果能幫助銷售通路未來針對這群消費者擬定銷售策略。
英文摘要 The wine market in Taiwan has been steadily growing for over a decade, only slightly shrinking 0.5% in 2008 during the global financial crisis. Yet, there have been very few studies on the Taiwan wine market. Considering the complexity of information on wine, a product with hundreds of thousands of labels produced around the world, this study examines the influence of information in consumers’ choice of purchase channels. Specifically, this study examines the differences between consumers’ with high and low objective knowledge in terms of product involvement, experience, subjective knowledge, and their choice of purchase channels, which offer different amounts of wine information. Data was gathered via an online questionnaire survey and included 112 samples. The data was analyzed using descriptive statistics, reliability test, chi-square test, independent sample t-test, and Pearson correlation analysis. Consumers of the high objective knowledge group were found to be more involved, have higher confidence in their knowledge, and preferred purchase channels with high available information. An interesting finding was that the average experience of consumers in the high objective knowledge group was significantly lower than consumers in the low objective knowledge group, indicating that a new generation of more involved consumers with higher levels of product knowledge has appeared. This new generation of wine consumers spends significantly more (higher percentage) at channels with high available information (63.86% > 26.53%) compared with consumers in the low objective knowledge group.
論文目次 摘要 I
Abstract II
誌謝 III
Contents IV
Chapter 1 Introduction 1
The Wine Market in Asia 2
The Wine Market in Taiwan 2
Complexity of Wine Information 4
Wine Distribution Channels 6
Purpose of this Study 7
Organization of this Study 9
Chapter 2 Literature Review 10
Consumer Knowledge 11
Objective Knowledge 11
Subjective Knowledge 12
Consumer Characteristics 13
Product Involvement 14
Experience 15
Relationship between the Variables 15
Product Involvement and Consumer Knowledge 15
Experience and Subjective Knowledge 16
Consumers’ Subjective Knowledge and Choice of Purchase Channel 16
Differences between Consumers with High and Low Objective Knowledge 17
Chapter 3 Research Methodology 19
Research Model 19
Operationalization and Questionnaire Design 20
Product Involvement 20
Experience 21
Objective Knowledge 21
Subjective Knowledge 24
Purchase Channel 25
Basic Information 26
Sample and Data Collection 26
Data Analysis Methods 27
Descriptive Statistics 27
Reliability Test 27
Pearson Correlation Analysis 27
Cluster Analysis 28
Independent Sample T-Test 28
Chapter 4 Data Analysis Results 29
Descriptive Statistics 29
Reliability Test 34
Cluster Analysis 36
Pearson Correlation Analysis 37
Independent Sample T-Test 39
Chapter 5 Conclusion and Recommendations 40
Research Results 40
Product Involvement, Experience, Subjective Knowledge, and Choice of Purchase Channel of Consumers with High and Low Objective Knowledge 41
Product Involvement and Subjective Knowledge of Consumers with High and Low Objective Knowledge 42
Experience and Subjective Knowledge of Consumers with Low Objective Knowledge 42
Subjective Knowledge and Choice of Purchase Channel of Consumers with High and Low Objective Knowledge 43
Managerial Implications 43
Limitations and Recommendations for Future Research 44
References 46
Online Resources 46
Journal Papers 46
Appendix: Questionnaire 51
參考文獻 Online Resources
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Karlsson, P. (2013, June 21) The world’s wine consumption 2000-2012. BKWineMagazine. Retrieved from http://www.bkwine.com/features/more/global-wine-consumption-2000-2012/

Journal Papers
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Alba, J. & Hutchinson, J. W. (2000). Knowledge calibration: what consumers know and what they think they know. Journal of Consumer Research, 27(2), pp.123-156.
Balestrini, P. & Gamble, P. (2006). Country-of-origin effects on Chinese wine consumers. British Food Journal, 108(5), pp.396-412.
Barber, N., Almanza, B. A., & Donovan J. R., (2006). Motivational factors of gender, income and age on selecting a bottle of wine. International Journal of Wine Marketing, 18(3), pp.218-232.
Bei, L.-T., & Widdows, R. (1999). Product knowledge and product involvement as moderators of the effects of information on purchase decisions: a case study using the perfect information frontier approach. Journal of Consumer Affairs, 33(1), pp.165-186.
Bloch, P. H. & Richins, M. L. (1983), A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), pp.69-81.
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Brucks, M. (1985). The effects of product class knowledge on information search behavior. Journal of Consumer Research, 12(1), pp.1-16.
Cowley, E. J. (1994). Recovering forgotten information: a study in consumer expertise. Advances in Consumer Research, 21, pp.58-63.
Dodd, T. H., Laverie, D. A., Wilcox, J. F., & Duhan, D. F. (2005). Differential effects of experience, subjective knowledge and objective knowledge on sources of information used in consumer wine purchase-venue. Journal of Hospitality and Tourism Research, 29(1), pp.3-19.
Ehrenberg-Bass Institute for Marketing Science (2007). Understanding wine shoppers’ purchase decision process and behaviour in store. Unpublished research report.
Flynn, L.R. & Goldsmith, R.E. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46, pp.57-66.
Frøst, M. B. & Noble, A. C. (2002). Preliminary study of the effect of knowledge and sensory expertise on liking for red wines. American Journal of Enology and Viticulture, 53, pp.275-284.
Mueller, S., Lockshin, L., Louviere, J., Francis, L., & Osidacz, P. (2009). How does shelf information influence consumers’ wine choices? Australian and New Zealand Wine Industry Journal, 24(3), pp.50-56.
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Lockshin, L., Rasmussen, M., & Cleary, F., (2000). The nature and roles of a wine brand. Australia and New Zealand Wine Industry Journal, 15(4), pp.17-24.
Lockshin, L., Quester, P., & Spawton, T. (2001). Segmentation by involvement or nationality for global retailing: a cross national comparative study of wine shopping behaviours. Journal of Wine Research, 12 (3), pp.223-236.
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Kolyesnikova, N., Laverie, D. A., Duhan, D. F., Wilcox, J. B., and Dodd, Tim H. (2010). The Influence of Product Knowledge on Purchase Venue Choice: Does Knowing More Lead from Bricks to Clicks? Supply Chain Forum: an International Journal, 11(1), pp.28-39.
Park, C. W., & Lessig, V. P. (1981). Familiarity and its impact on consumer decision biases and heuristics. Journal of Consumer Research, 8(2), pp.223-230.
Raju, P. S., Lonial, S. C., & Mangold, W. G. (1993). Subjective, objective, and experience-based knowledge: a comparison in the decision making context. Developments in Marketing Science, 16, 60.
Raju, P. S., Lonial, S. C., & Mangold, W. G. (1995). Differential effects of subjective knowledge, objective knowledge, and usage experience on decision making: an exploratory investigation. Journal of Consumer Psychology, 4(2), pp.153-180.
Rothschild, M. L. (1979). Advertising strategies for high and low involvement situations. Attitude Research Plays for High Stages, J. C. Maloney and B. Silverman (eds.), Chicago: American Marketing Association: 74:93.
Johnson, T. E. & Bastian, S. E. P. (2007), A preliminary study of the relationship between Australian wine consumers’ wine expertise and their wine purchasing and consumption behavior. Australian Journal of Grape and Wine Research, 13(3), pp.186-197.
Veale, R. & Quester, P. (2007). Consumer expertise: measuring consumer objective knowledge. Proceedings of Australia & New Zealand Marketing Academy.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), pp.341-352.
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