The Study of Motivation,Situation Factors, Products Involvement and Willingness of Wines Purchasing
| Autor: | Cheng-Ping Chen, 陳正平 |
|---|---|
| Rok vydání: | 2009 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 97 Under such the circumstances that the government promotes economic liberalization and internationalization, the policy which has been set, the liberalization of market must be taken into consideration in the national policy of economy and trade: the alcoholic drinks have to be imported. Since wine, beer, and light wine from America and Europe were imported directly in 1987, imported drinks have gradually shared the consuming market of alcoholic drinks, leading to the sale predicament of domestic drinks. Right after the government actively promoted the accession to the WTO, Ministry of Finance planned to complete the legislative procedure, namely “Management Law and Tax Law of Cigarettes and Wine” based on legislative resolution, in order to abrogate the sale monopoly of cigarettes and wine in 1995. It began to gradually accept brewery's application in 1996. Because the government has strictly banned driving after drinking and healthy, environmental consciousness has risen in the recent years, the consumers’ willingness to chose medium and low alcohol thickness has progressively increased, such as beer (4-5% of alcohol thickness), wine ( 10.5-15% of alcohol thickness). In fact, the imported quantity of wine in the nearly two years has reached the second high record over the years, and it is not difficult to once again challenge the highest record in 1997 within the five years, on the normal development. The wine market in Taiwan is quite promising. The purpose of this study was to investigate the relationship between purchasing willingness, the situational factors, decision wade, and motivation of imported and domestic wine by means of questionnaire. The results of this study were as follows: 1. Purchasing motivation influenced purchasing willingness. 2. The situational factors influenced purchasing willingness.3.Purchasing decision wade was the important factor that promoted consumers’ purchasing willingness. 4. Purchasing motivation influenced consumers’ purchasing decision wade. 5. The situational factors were able to effectively influence consumers’ purchasing decision wade. The results of this study verified that other demographic variables, in addition to vocation that did not have significant influence, significantly influenced consumers’ purchasing willingness of wine, but the influential extents of wine production in form of different categories on purchasing willingness varied as well. In terms of domestic wine, male had more purchasing motivation, decision wade, and willingness of wine than did female. The family with the averagely monthly income from NT$60,001 to NT$90,000 was apt to be stimulated by the situational factors and had more purchasing willingness. In the aspect of wine imported, male had more purchasing motivation, situational factors, and willingness than did female, and the consumers with bachelor degrees had more Product Involvement. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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