近年來葡萄酒漸與大眾生活結合，涉及大眾追求品味、健康養生、生活興趣、文化體驗等價值觀因素，故其購買行為異於一般商品，且個人生活型態與生活風格之差異可能影響其購買行為。本研究乃以國內葡萄酒種植及釀製重要產地彰化縣二林鎮出產的國產葡萄酒為例，目的在探討葡萄酒消費者之生活型態族群，並分析其特徵；以及瞭解不同生活型態的消費者，其葡萄酒購買行為及產品屬性重視程度之關係。研究採一般非隨機抽樣調查，共計有效樣本385份，調查內容包含受訪者的社經屬性、購買動機、消費資訊、品牌與通路、以及消費行為等。並透過描述性因素分析、集群分析、及單因子變異數分析方法進行分析。研究結果依據不同生活型態類別受訪消費者，分別命名為流行嘗鮮族群、務實依賴族群、自我成長族群、精打細算族群等四個群組。研究內容透過因素分析歸納出品牌印象、包裝設計、服務水準、風味口感、產品價格等五個與葡萄酒產品屬性相關之因素構面。分析調查結果顯示個人生活型態與葡萄酒消費者購買行為有關，消費者對葡萄酒產品屬性的偏好與葡萄酒消費者購買行為呈現相關，而個人生活型態亦與葡萄酒產品屬性偏好有關。研究結果對於未來因應不同葡萄酒消費者的販售策略與行銷手法極具參考價值。

Grape wines have become a fashion product in the consuming market and have been linking to our daily life. People pursue products on fashion, health, hobby, and culture simply because they would purchase consuming products close to their tastes or values. This makes wines different to other products and wine consumers also make different behaviors. People purchase grape wines with different characteristics to general retails based on their personal lifestyles and life patterns.The study conducts a nonrandom sampling survey with 385 questionnaires. The survey includes the attributes of consumers, consuming motivation, consuming information, product brand and channels, and consuming behaviors. The results divide consumers by four types, including fashion-seeking, pragmatist, self-growth, and budget. The outcomes appear that there is a positive relationship between product attributes and consuming behaviors, while people in different lifestyles will behave different when purchasing grape wines. The above can provide useful marketing strategies to wineries and dealers while selling grape wines to the market.