台灣葡萄酒市場在過去幾年內不斷地成長，而這個成長的趨勢促使本研究想要了解消費者購買酒的動機及行為。本研究採用市場區隔的概念，目的在於發現葡萄酒涉入程度高及涉入程度低的兩族群的消費者行為有何差異。受訪者以問卷的方式回答每個月購買葡萄酒的數量及花多少時間在獲取葡萄酒的知識做為族群分類的依據，同時再回答一系列的問題關於葡萄酒的購買行為、對葡萄酒產品特性的偏好，以及人口特性的基本資料。最後，將這些資料做分析，形成對兩族群消費者特性的概括性描述。在資料分析的過程中，採用統計集群分析將受訪者分為兩群，用交叉分析及卡方檢定評估兩族群在行為變項上有無差異，再用因素分析及變異數分析測試兩群體對酒的產品特性的偏好是否一致。研究結果顯示兩族群在葡萄酒的種類及購買地點的選擇、獲取葡萄酒知識的方式、影響選購葡萄酒的因素，以及對葡萄酒產品特性的偏好上都有顯著的差異。

The past decade has seen a steady increase in wine consumption in Taiwan. With the increase comes the need to understand how consumers choose wine. Market segmentation is the principal concept in this study, and the aim is to find consumer behaviors of wine in different segments. A range of behavioral and demographic information was collected by the survey of questionnaire. In particular, participants were asked to indicate on average how many bottles of wine they purchased and how many hours they spent to acquire wine information per month. The above information forms the basis of segmenting, together with other behavioral information, combines to form profiles of consumers with high and low involvement of wine. In the process, cluster analysis was performed to divide the respondents into two groups, cross analysis and chi-square test were used to evaluate the significant differences on behavioral variables, and factor analysis and one-way ANOVA were applied to find which wine characteristics were important toward each segment. The result showed that significant differences were found between two groups on the choices of wine types and wine outlets, the way of acquiring wine information, the factors effecting to choose wines, and the characteristics of wine they emphasized.

Table of Content
1.Introduction...........................................................1
1.1 Research Background....................................1
1.2 Research Motives.............................................2
1.3 Research Purposes.........................................2
1.4 Research Process............................................3
2.Literature Review..................................................5
2.1 Market Segmentation........................................5
2.2 Segmentation of Wine Consumers................7
2.3 Taiwan’s Wine Market..................................12
3.Methodology..........................................................15
3.1 Research Design.............................................15
3.2 Data Collection..................................................17
3.3 Data Analysis.....................................................17
4.Findings.................................................................18
4.1 Sample Characteristics...................................18
4.2 Wine Purchasing Behaviors............................19
4.3 Wine Characteristics.........................................30
4.4 Behavioral Segment Profiles...........................32
5.Conclusions...........................................................36
5.1 Conclusions........................................................36
5.2 Limitations and Suggestions...........................37
References.................................................................38

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