年輕人對國產茶的消費行為之研究

Abstract

茶產業在我國已有多年的發展歷史，尤其在國人對於茶飲的需求日漸提高下，其重要性不言而喻，然而，隨著廉價進口茶葉大量進口，國產茶在價格上難以與其競爭，對我國茶產業產生巨大衝擊。但近年發生的進口茶安風暴，也提升國人對茶飲健康與品質的要求，或許對我國茶產業是個轉機，又飲用大部分以進口茶葉為原料的手搖飲主要族群為年輕人，因此本研究將探討年輕消費者的飲茶習慣與購買行為、對於國產茶的認知與偏好及對各屬性等級之願付價格。 本研究主要利用選擇實驗法進行分析，以瞭解我國年輕消費者對國產茶產品的偏好及願付價格，結果顯示消費者對國產茶產品存在異質性偏好，且對屬性的偏好程度以「產銷履歷」或「有機」認證的國產茶產品為高。此外，本研究認為消費者對於產品的「體驗」經驗，亦是影響其購買決策的重要因素，因此進行品茗活動的體驗前後差異比較，實證結果發現消費者對各屬性等級之願付價格皆有顯著改變，體驗後更偏好「綠茶」及「烏龍茶」、更重視「精品茶」及具「產銷履歷」或「有機」認證之國產茶產品。由以上結果皆可見年輕消費者對具認證產品的重視，以及「體驗」確實會深入影響消費者對茶產品的選擇行為。 根據以上之研究結果，本研究建議未來在銷售國產茶產品時，可加入體驗行銷的方式，透過體驗活動，消費者才能更準確瞭解自己真實的偏好，因此，提供試喝的服務變得相當重要，或是在消費者選購茶產品時與其分享與該茶產品相關的茶文化，有助於加深消費者對於國產茶的印象，並進而提升消費者對於國產茶的消費意願。

The tea industry has a historical of development in Taiwan for many years, its importance is self-evident, especially with the increasing demand for tea. However, with large amount of cheap imported tea, it is difficult for Taiwan tea to compete in terms of price. It has a huge impact on Taiwan's tea industry. However, the storm of imported tea safety in recent years has also raised the requirements of Taiwanese on the health and quality of tea. Perhaps it is a turning point for Taiwan’s tea industry, and the main ethnic groups who drink most of the hand-shake beverages that use imported tea as raw materials are young people. Therefore, the study will explore young consumers’ drinking habits and purchasing behavior of tea, their perceptions and preferences for Taiwan tea, and their willingness-to-pay for each attribute and level. A choice experiment is analyzed with a multinomial logit model, a random parameter model, and a latent class model, respectively. The results show that Taiwanese consumers have heterogeneous preferences for Taiwan tea products, and consumers place the high value on the attribute of traceable and Organic. In addition, this study believes that the consumer's 'experience' with the product is also an important factor that affects their purchasing decision, therefore, the tea tasting activitiy was conducted. The empirical results found that all of attributes’ willingness-to-pay have significant changes. After the activity, consumers preferred green tea and oolong tea, and pay more attention to specialty tea and Taiwan tea products with traceability or organic certification. From the above results, it can be seen that the importance of young consumers on certified products, and the 'experience' will indeed deeply affect consumers' choice of tea products. Based on the above research results, this study suggests that in the future, you can join experiential marketing when selling Taiwan tea products. Through experience activities, consumers can more accurately understand their true preferences. Therefore, it is very important to provide a taste service or share the culture related to the tea products with consumers when they buy them, which will help to deepen consumers' impressions of Taiwan tea and further increase consumers' purchasing intention of Taiwan tea.