永續咖啡與臺灣在地咖啡：消費者觀點探討__臺灣人文及社會科學引文索引資料庫

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題名：	永續咖啡與臺灣在地咖啡：消費者觀點探討
書刊名：	輔仁民生學誌
作者：	林希軒／吳姿儀
作者(外文)：	Lin, Si-shyun／Wu, Tzu-yi
出版日期：	2015
卷期：	21:1
頁次：	頁87-111
主題關鍵詞：	永續咖啡；臺灣在地咖啡；願付價格；購買意願；商品資訊；Sustainable coffees；Taiwan local-grown coffee；Willingness to pay；Purchase intention；Product information
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(1) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:0 共同引用:70 點閱:17

本研究探討受測者對永續及台灣在地咖啡的瞭解程度，並檢視他們的咖啡知識及商品資訊的提供對其購買意願及願付價格的影響。研究結果顯示受測者對有機咖啡有較高的認識，蔭摘咖啡為最低。本研究以二元選擇法中的配對比較法建立受測者對4款咖啡的喜好勝率，進而估算出可接受的咖啡飲料價格。研究結果指出受測者願意付出高於一般咖啡30~86%的價格來購買永續咖啡及台灣在地咖啡飲料，但這4款咖啡飲料的願付價格與購買意願間並無相關。此外受測者的咖啡知識並不影響他們對咖啡飲料的願付價格與消費意願，但在購買前的商品資訊告知卻可以有效地提高受測者對商品的消費行為。

以文找文

This study examined participants’ cognition towards sustainable and Taiwan local-grown coffees; the influence of their knowledges and the provision of product information on thier purchase intention and willingness to pay towards these coffees were also investigated. It was found that participants had low level of understandings in sustainable and the local coffees. To estimate their WTPs, the pair comparison method, a dichotomous choice method, was successfully adopted in obtaining WTP of the coffee products. The participants were willing to pay 30~86% premium price of a regular 12 oz café latte for the ones made from sustainable and Taiwan local-grown coffees. However, the results indicated that there was no relationship between the purchase intention and WTP among these coffees. It also revealed that, the provision of coffee information effectively increased participants’ WTP and intention of purchase toward the café latte made from sustainable and Taiwan local coffees, even though no relationship was found between participant’s cognition and WTP of these coffees. Managerial implications were suggested to promote sustainable and Taiwan local-grown coffees.

以文找文

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學位論文
1.	李采盈(2008)。品牌權益、產品知識與購買意願關係之研究--以日系居家生活品牌為例(碩士論文)。國立高雄第一科技大學，高雄。延伸查詢
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圖書
1.	胡文青(2005)。台灣的咖啡。臺北：遠足文化事業股份有限公司。延伸查詢
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其他
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2.	Fairtrade lebelling organizations International(2014)。Fairtrade Coffee Facts & Figures: 2014 Monitoring & Evaluation Report，http://www.slideshare.net/fairtrade/2014-enfairtradescopebenefitscoffeefinal。
3.	Fairtrade lebelling organizations International(2015)。Fairtrade organizations，http://www.fairtrade.net/fairtrade-organizations.html。
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7.	Keller, L. K.(2001)。Building Customer-Based Brand Equity: A Blueprint for Creating Strong Brands，http://mktg.uni-svishtov.bg/ivm/resources/CustomerBasedbrandEquityModel.pdf。
8.	Organic Crop Improvement Association(2015)。Organic Standards，http://www.ota.com/organic-101/organic-standards。
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10.	Rain Forest Alliance(2015)。Standards for sustainable agriculture，http://www.rainforest-alliance.org/agriculture/standards。
11.	Rain Forest Alliance(2015)。Rainforest alliance certified coffee，http://www.rainforest-alliance.org/work/agricuIture/coffee。

圖書論文
1.	Giovannucci, D.、Liu, P.、Byers, A.(2008)。Adding value: Certified coffee trade in North America。Value-adding standards in the North American food market: Trade opportunities in certified products for developing countries。Rome：FAO。
2.	Peterson, G. L.、Brown, T. C.、McCollum, D. W.、Bell, P. A.、Birjulin, A. A.、Clarke, A.(1995)。Moral responsibility effects in valuation of WTA for public and private goods by the method of paired comparison。Forestry, economics, and the environment。Oxfordshire：CAB International。

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