| Summary: | 碩士 === 銘傳大學 === 觀光研究所碩士班 === 94 === Taiwan participated in WTO in 2002 and the craft beer industry was started as developed counties at the same time. The purpose of this study is to understand consumers’ knowledge and needs of craft beer in Taiwan and analysis the relationship between consumers’ knowledge and consumers’ needs; consumers’ knowledge and willingness of purchase; consumers’ needs and willingness of purchase. A questionnaire survey was performed in eight restaurants (Four restaurants which sell craft beer and four sell mass beer product). Four hundreds consumers who were over eighteen finished questionnaires in those eight restaurants and three hundred and seventy eight effective questionnaires were collected. Results of this paper indicated that consumers’ knowledge of craft beer was low, but consumers’ needs of craft beer were close to “need”. Moreover, consumers needed that different restaurants can supply different beer products; beer with different flavor from mass beer product; fresh beer and beer with strong body. Demographic factors were significant difference in consumers’ knowledge and consumers’ needs. However consumers with master (or above) degree or average salary above NT$55,001 had higher knowledge of craft beer; male consumers prefered beer with strong body and higher alcohol; female consumers and students prefered beer with special or fruity flavor; consumers who were married without children prefered delivery service. Finally, consumers’ knowledge and consumers’ needs were positive correlation and consumers’ knowledge was able to forecast consumers’ needs. Consumers’ knowledge and willingness of purchase were also positive correlation, and consumers’ knowledge was able to forecast willingness of purchase. Consumers’ needs and willingness of purchase were strongly positive correlation, and consumers’ needs were able to forecast willingness of purchase.
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