The purchase pattern of wine consumers: related by emotion sensory system and segmentation analysis
學生姓名:
林淑惠
指導教授:
蕭心怡
學 號:
40842008
學期:
108上
摘 要:
Land pollution is one of the environmental crises caused by agricultural activities. Grape production and winemaking can cause many environmental problems, especially the distribution of vineyard chemicals. How to encourage wine industry to use organic methods to grow and produce grapes is a top priority to deal environment issues . As a result of the questionnaire survey, we obtained a result of the influence of wine color on the aroma and aroma perception of wine experts and novices, indicating that the sensory system can affect the aroma and taste in different wine consumptions. And we studied the influence of emotional circuits on consumer behavior and performed a MANOVA test on data from 1269 wine consumers through two-step cluster analysis. We get the results that are classified into different emotions among wine consumers: Emotional unattached", "negatives", and "contented circumspect " and " wine lovers ", results show that" wine lover "have become the most important group because of their strong wine emotional bonds. And how to find the target group of organic wine. By mixing the logit models and the latent class models, we noticed that buyers of organic food not necessary to purchase organic wine on a regular basis, till the quality, price and region are as similar as normal wine.
40842008_Stacy_LIN_The_purchase_pattern_of_wine_consumers_-1.pdf