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Question

本研究有效問卷為390份，研究發現消費者對啤酒品質與安全性認知評比之間的相關性相當高，顯示台中市西屯區的消費者認為啤酒的品質好也就是代表啤酒的安全性佳，因此進行特徵價格法實證時，僅利用啤酒的四個基本屬性─風味、安全性、品牌、包裝，及本研究設計的48題項進行因素分析後，所萃取出的抽象價值觀屬性─環境典範、在地行動、在地情感及我族傾向，研究獲得下列主要結論：
This research effective questionnaire is 390, the research discovered the consumer is quite high to between the beer quality and the secure cognition comparison and appraisal relevance, demonstrated west Taizhong stores the area the consumer thought the beer the quality good also is represents the beer the security to be good. Therefore carries on time the Hedonic Price Method real diagnosis, only uses the beer four basic attribute - flavor, the security, the brand, the packing, after and this research design 48 topic item carries on the factor analysis, the extract leaves the abstract values attribute - environment pardigm, in the place motion, favors in the place emotion and ethnocentrism, the research obtains the following main conclusion:

一、啤酒各屬性支付意願方面，消費者對各屬性的支付意願高低順序分別為環境典範、品牌、包裝、風味、我族傾向。
二、對整體樣本而言，消費者對於價值觀屬性中的環境典範及我族傾向兩屬性有顯著的支付意願，分別佔啤酒價格的34.85%、6.9%，而價值觀屬性中的在地行動與在地情感這兩個屬性則無顯著支付意願。
First, the beer various attributes payment wish aspect, the consumer to various attribute payment wish height order respectively be the environment pardigm, the brand, the packing, the flavor, ethnocentrism.
Second, speaking of the overall sample, consumer\'s favors two attributes regarding values attribute in environment pardigm and ethnocentrism to have the remarkable payment wish, occupies the beer price separately 34.85%, 6.9%, but in values attribute in place motion and in place emotion these two attributes then not remarkable payment wish. The result discovered the consumer to its first choice beer abstractness attribute cognition comparison and appraisal in the place motion, presents the remarkable difference in place emotion these two attribute aspect.

Answer 1

本研究有效問卷為390份，研究發現消費者對啤酒品質與安全性認知評比之間的相關性相當高，顯示台中市西屯區的消費者認為啤酒的品質好也就是代表啤酒的安全性佳，因此進行特徵價格法實證時，僅利用啤酒的四個基本屬性─風味、安全性、品牌、包裝，及本研究設計的48題項進行因素分析後，所萃取出的抽象價值觀屬性─環境典範、在地行動、在地情感及我族傾向，研究獲得下列主要結論：
The effective questionnaire of the research is 390, and it discovered that there is high correlation between the beer quality and the safety of the beer, which demonstrates that customers of the west Taichung believe that the quality of the beer is directly related to its safety. Therefore when carrying the Hedonic Price Method real diagnosis, it only considered the four basic beer attributes - flavor, the safety, the brand, and the packaging. After running the 48 questions through the factor analysis, we extracted 4 conceptual value attributes - environmental ideal, local actions, local attachment, and racial inclination. The conclusion is as follows:

一、啤酒各屬性支付意願方面，消費者對各屬性的支付意願高低順序分別為環境典範、品牌、包裝、風味、我族傾向。
二、對整體樣本而言，消費者對於價值觀屬性中的環境典範及我族傾向兩屬性有顯著的支付意願，分別佔啤酒價格的34.85%、6.9%，而價值觀屬性中的在地行動與在地情感這兩個屬性則無顯著支付意願。
1) The attributes that attributes most to the buying of beer is as follow (from high to low): environmental ideal, branding, packaing, taste, and racial inclination.
2) The overal sample of the questionairre, consumers were more inclined on buying if environmental ideal and racial inclination needs are met (34.85% & 6.9%), and those related to local actions and local attachments sohwed no willingness to buy.