酒莊消費者動機、偏好及生活型態之模式

Models of Motivation, Preference, and Lifestyle in Winery Consumers

林楷(Kai Lin)；周子敬(Tzu-Chin Chou)；黃昭郡(Chao-Chun Huang)

酒莊消費者行為 ； 旅遊生活型態 ； 結構方程模式 ； SmartPLS軟體 ； Winery consumer behavior ； travel lifestyle ； structural equation modeling ； SmartPLS software

休憩管理研究

3卷2期（2016 / 12 / 01）

59 - 71

繁體中文

本研究目的在於進行臺灣酒莊消費者為什麼到來酒莊旅遊的動機，對於到酒莊消費環境內容的偏好，以及會來酒莊的消費者的生活型態之研究。抽樣樣本以現有農村酒莊市場中選出農委會輔導、評鑑且發展較為完善而且正常營運的十個酒莊為問卷收集對象，共發出400 份問卷，回收的有效樣本為335 份，有效回收率83.75%，研究的分析以結構方程模式進行。研究結果顯示，酒莊消費者旅遊動機模式主要有產品吸引動機、休閒環境動機及特別體驗動機，另外三個動機中，產品吸引動機及休閒環境動機對於特別體驗動機呈現因果關係及高度的解釋力；酒莊消費者旅遊偏好模式是由活動參與偏好、環境設施偏好及自然人文偏好所組成，三個偏好中，酒莊環境設施及自然人文氣氛對活動參與的偏好呈現因果關係及高度的解釋力；酒莊消費者旅遊生活型態則顯示週末遠離日常生活、家庭取向及享受生活等三種特色族群。

The purpose of this study is to conduct a study about the motivation of why consumer is willing to have a winery tour, the contents of winery consumers' preferences, and the lifestyles of winery consumers in Taiwan. This study administered 400 questionnaires to ten wineries, which were in well operation and facilitated by Council of Agriculture, and collected 335 valid copies (return rate is 83.75%). This study was analyzed by structural equation model. The results demonstrated the motivation model of winery consumers consists of product attraction, leisure environment, and special experience. Among these three motivations, the motivations of product attraction and leisure environment have a cause-effect relationship and presented high explanation power with the motivation of special experience. The travel preference model of winery consumers consists of activity participation, facility environment, and natural and cultural atmosphere. Among these three preferences, the preferences of facility environment, and natural and cultural atmosphere have a cause-effect relationship and presented high explanation power with the preference of activity participation. The travel lifestyle model of winery consumers demonstrated three special groups of weekend far away from ordinary living, family orientation, and enjoy living.

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