臺灣即飲包裝茶特徵價格之研究

Abstract

現代人重視時間且追求效率，飲料廠商推出各式即飲包裝茶迎合消費者。本研究之研究目的是要瞭解消費者對即飲包裝茶各項特徵的重視程度，採用的是特徵價格法，並將即飲包裝茶的特徵分為營養特徵、感觀特徵、品牌特徵三類，藉由各項特徵推估其隱含價格，依所推得的各特徵之隱含價格來瞭解消費者對各特徵的重視程度。 本研究在實證推估上採用Box-Cox函數來推估特徵價格函數，並發現未受限制模型為最適函數型態，再藉由MLE推估各項特徵變數之係數值與隱含價格。本研究僅討論對即飲包裝茶價格產生顯著影響之特徵變數，結論如下： 一、營養特徵變數中以脂肪的隱含價格最高，最低的則是熱量，每100ml的即飲包裝茶之隱含價格分別是2.1329元與-0.1609元，表示脂肪較受消費者喜愛，熱量則相反。 二、感觀特徵變數裡，鐵罐包裝、烏龍茶、水果茶的隱含價格是正值，每100ml的即飲包裝茶之隱含價格分別是2.9101元、0.4661元、0.8216元。大包裝容量的隱含價格則是負值，每100ml的即飲包裝茶之隱含價格為-0.7646元。這表示鐵罐包裝、烏龍茶、水果茶是較受消費者欽賴的，但大包裝容量的即飲包裝茶則相反。 三、品牌特徵中以伊藤園、KIRIN、Asahi的隱含價格為最高，表示此三品牌最受消費者歡迎。

In order to cater consumers, beverage manufacturers launch a lot of packaged tea drink. The purpose of this study is to know the importance of the packaged tea drink’s characteristics for consumers. We employ the hedonic prices theory and categorize the characteristics of packaged tea drink into the nutrition, sensory attributes and brands. Moreover, we estimate the implicit price of the characteristics. According to the result, we can ascertain which characteristic is more important for consumers. On empirical demonstration, we adopt the Box-Cox function to estimate the hedonic price function and find out that the unrestricted functional form is the optimal functional form. Additionally, we apply MLE to estimate the parameter value of variables and the implicit price of characteristics. This study only discusses the variables that are significant. Major empirical results are summarized as follow: (1) In terms of nutritional characteristics, the fat’s implicit price is the highest, and the calories’ is the lowest. The implicit price of fat is NT 2.1329/100ml. And the implicit price of calories is NT -0.1609. It represents that consumers prefer the fat. (2) Among sensory attributes, the implicit price of the can, the oolong tea and the fruit tea are positive. The implicit price of the can is NT 2.9101/100ml. The implicit price of the oolong tea is NT 0.4661/100ml. And the implicit price of the fruit tea is NT 0.8216. But the large capacity’s implicit price is NT-0.7646. It represents that consumers prefer the can, the oolong tea and the fruit tea, but consumers don’t like the packaged tea with the large capacity. (3) Among the brands, ITO EN’s implicit price is the highest. KIRIN’s implicit price is the second. And the implicit price of Asahi is the third. It represents that ITO EN is consumers’ the most favorite brand.