台灣消費者飲茶行為對日本綠茶之知識、態度、行為之影響

Knowledge, Attitudes, and Practices of Consuming Japanese Green Tea: Evidence from Taiwanese Perspective

10.29788/RAES.201207.0003

本間典子(Homa Noriko)；黃秋蓮(Chiou-Lien Huang)；王俊豪(Jiun-Hao Wang)；陳右人(Iou-Zen Chen)

日本綠茶 ； 消費者行為 ； 結構方程模型 ； KAP模型 ； Japanese green tea ； consumer behavior ； Knowledge Attitude Practice model ； structural equation model

農業推廣學報

29期（2012 / 07 / 01）

45 - 70

繁體中文

日本綠茶隨著時代變遷和日本不同世代消費者的消費行為改變，使其在日本市場的消費量遞減，而台灣國人對茶葉消費量逐年提升，將可以成為日本國產綠茶的潛在開發市場。因此，透用KAP模型探討台灣消費者對日本綠茶的知識、態度與消費行為之間的關係，進而提出開拓日本綠茶的台灣市場之推廣策略。本研究於2007年3月在台灣大學杜鵑花節中進行調查，共獲得492份有效問卷，結構方程模式顯示KAP因果關係：1.一般飲茶行為別對日本綠茶的知識、態度有直接影響；2.日本綠茶的知識會直接影響日本綠茶的態度和消費行為。建議未來在推廣策略可善用銷售地點的優勢及採用傳播媒體的方式提升台灣消費者對日本綠茶知識層面的訊息，另外，以消費者的一般飲茶行為做市場區隔，並且對消費者偏好的產品或行銷組合提出行銷方案。

The consumption of the Japanese green tea steadily decreased because the eras are changing and consumer behavior has been different. The higher consumption of green tea can be available one year by one in Taiwan. It would be a potential market abroad for Japan. In this paper investigating the associations between psychological factors and behaviors of consumer in Taiwan, using a survey of 492 participants conducted in 2007. A structural equation model was used to examine causal relationships between the knowledge, attitudes, and practices of Japanese green tea among the participants. Results indicate that practices of Japanese green tea are the significant antecedent determinant of the knowledge and attitudes of participants in the survey. In addition, the knowledge of Japanese green tea among the participants had positive effects are both on their attitude and consumers behavior in practice. The study suggests two ways: operating in a good location and being known by media as the promotional strategy to increase the knowledge of Japanese green tea for Taiwanese in the future. The marketing segmentation by consumers' behavior and marketing programs with consumers preference of products or marketing mix.