THE RESEARCH OF TAIWAN CUSTOMER’S WILLINGNESS TO OVERPAY FOR TAIWAN ORGANIC TEA PRODUCTS

• Main Authors: Lu, Shu-Fen, 呂淑芬
• Other Authors: Yu, Shin-Ti
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/8q7bd8

碩士 === 國立清華大學 === 高階經營管理碩士在職專班 === 105 === TEA, it is not only a ‘tea’, it is also one kind of Taiwan culture¸ it is alive, warm and growth. In Taiwan economic environment and history, Taiwan tea play an important role, especially the Oolong tea is one important of Taiwan tea and it is also the major of Taiwan beverages. How do we drink safely and healthy, and how to protect nature environment? These become very important topics in the word. Organic planted plan is developing by government and Organic planted concept is giving weight. For example, Baozhong tea of Pinglin and Nangana, these organic planted teas have good quality than the teas in high mountains, these teas even attracted Taiwan big and famous Companies whom to make agreements with tea growers; these teas are also attracting youth people to work with tea growers how to improve the produced skill and methods of sales platform in order to exposure Taiwan tea and promote Taiwan tea in the world. In recent years, these were many cases were raised the issue that Foods are not safe to eat or drink as the foods have pesticide residue when the foods sold to consumers. It lead many people to search and purchase organic foods. So, some of tea sellers increased the selling price of organic foods due to the needs increased. It caused the wrong image by consumers that organic is equal to expense. This study is major in how many percent of overpayment customer would like to buy organic tea than general tea and what customer hobby are when they buy and/or drink Taiwan tea in Green tea, Baozhong tea, Oolong tea(high mountain tea) and Black tea? There are 383 questionnaires are collected via Google, questionnaire is divided to 3 parts including customer tea hobby, what is impact factors when customer purchased/drink tea and how many % of overpayment customer would like to purchase organic tea than general tea? After went through regression analysis and Statistical Analysis, the result is that the customer of purchased Baozhong tea and Black tea would more willing to purchase organic tea; the % of overpaid price are 67% for Baozhong tea and 63% for Black tea. There is only 4% for Oolong tea (high mountain tea). The meaning is that Organic is not major factor for Oolong tea drinkers. Taiwan Government is developing Taiwan Productivity 4.0 Initiative including Agriculture. If Taiwan tea business would follow it to develop organic tea business via smart agriculture, AI and platform, then Taiwan consumers will drink a safe, healthy, warm organic tea with reasonable price purchased.