民族意識對消費者購買意願的影響 －以臺北地區啤酒購買為例

Abstract

臺灣在2002年加入WTO後，貿易障礙降低，各國產品得以大舉進入臺灣市場，各項產品均受到極大的衝擊。且也因此啤酒得以從中國進口，許多啤酒皆在中國設廠作為臺灣市場的生產基地，使得臺灣啤酒備受威脅。過去文獻皆證實民族意識會對消費者的購買意願造成影響，民族意識高的消費者會偏好本國產品，而民族意識又會受人口統計變數的影響，因此本研究將啤酒以臺灣及進口兩個類別，以排序普羅比模型（Ordered Probit Model）探討民族意識、產品屬性及人口統計變數對於消費者購買啤酒的影響。本研究結果如下： 一、在人口統計變數對於民族意識的影響方面，年齡層愈高、教育程度愈低、所得愈低的消費者民族意識愈高，而性別則無顯著影響。 二、臺灣啤酒在「味道順口」、「新鮮度」、「價格合理性」、「購買便利性」、「品牌形象」及「購買意願」的部份均較進口啤酒高，但在「香氣持久度」、「包裝精美」及「廣告促銷」的評價則低於進口啤酒。 三、臺灣啤酒購買意願有顯著正向影響的產品屬性為「味道順口」與「價格合理」，且以味道的影響程度最大。民族意識對於臺灣啤酒的購買意願有正向的影響，民族意識程度高的消費者，會偏好購買臺灣啤酒；在人口統計變數方面，僅有年齡對於購買意願有顯著影響，年齡層愈高的消費者對於臺灣啤酒的購買意願愈高。 四、對於進口啤酒有顯著正向影響的屬性為「味道順口」、「香氣持久」、「包裝精美」，其中味道影響程度較高。民族意識對於進口啤酒的購買意願為負向影響，當民族意識程度愈高，則對於進口啤酒的購買意願愈低；而人口統計變數則對於進口啤酒的購買意願無顯著影響。

Taiwan had jointed World Trade Organization (WTO) since 2002.Under the influence of decreasing trade barriers, products from all over the world are continuously being imported into Taiwan’s market. And it eventually brought strong impact on Taiwan's counterpart. Because beer can be imported from China, many firms set up factories in China as the manufactory base of Taiwan. And it brought strong impact on Taiwan's beer. Literatures from the past all concluded that ethnocentrism would have impact on consumers’ propensity to consume. The consumers with high ethnocentrism will prefer Taiwan’s products, and ethnocentrism influence by demographic variables. The study classifies beer into two classes, “Taiwan beer” and “imported beer” and uses Ordered Probit Model to discuss whether ethnocentrism, product attributes and demographic variables will influence the purchasing intention of the consumers. Conclusions of this study are as following: 1.The effect of ethnocentrism on demographic variables, age is positively related to ethnocentrism, the level of education and income are negatively related to ethnocentrism, but sex has no significant influence on it. 2.The general average of Taiwan beer’s product attributes such as “taste”, “freshness”, “the rationality of price”, “convenience”, “brand image ”and “purchasing intention” is higher than imported beer. 3.Taiwan beer’s product attributes such as “taste”, “the rationality of price” are positively related to purchasing intention. Ethnocentrism and age are also positively related to purchasing intention. 4.Imported beer’s product attributes such as “taste”,“aroma” and “well-packaged” are positively related to purchasing intention. Ethnocentrism is negatively related to purchasing intention, and demographic variables have no significant influence on it.