該研究旨在尋找可能會購買台灣巧克力的消費者偏好。 主要的論點是，對本土品牌忠誠的消費者會有一定的價值觀。 該研究還分析了市場營銷中的消費者購買決策模型，以了解品牌忠誠度如何在購買體驗中受到“事件”的影響。 可可作為一種作物在目前是一種相對較新的農產品，但它仍然具有巨大的增長潛力。 儘管全球是有針對關於消費者的巧克力偏好研究，但幾乎沒有針對台灣消費者的研究（研究空白）。 本次調查採用的方法是透過針對台灣人的訪問，並和屏東縣當地3個巧克力農場調查設計的定量分析。 在參觀過程中，我仔細觀察了每個地方提供的產品，提供的口味，和各個農場整體的體驗。 該調查設計有五個維度，以提供基於響應的定量見解。

The research aims to find preferences among consumers who are likely to buy Taiwanese chocolate. The main argument is that consumers who are more loyal to local brands will have certain values associated among them. The study also analyzes the consumer purchase decision model in marketing to see how brand loyalty is affected by “triggers” during the purchase experience. Cacao as a crop is a relatively new agricultural product in the region, but it nonetheless has immense potential for growth. Although there is extensive research on consumer preferences towards chocolate, there remains hardly any focused on the Taiwanese consumer (research gap). The method employed in this investigation is through quantitative analysis designed through a survey targeted towards Taiwanese visiting 3 local chocolate farms in Pingtung County. During visitations, I carefully observed the products offered, flavors available, and experiences offered by each place. The survey was designed with five dimensions towards preference to provide quantitative insight based on the responses.

Thesis Validation Letter……………………………………………………………..i
Acknowledgements………………....……………………… …ii
摘要……………………………............……………………….iii
Abstract………………………………………………………...iv
Table of Figures……………………………………………………………vii
Table of Tables…………………………………………………….…….viii
Introduction……………………………………………………....1
1. Literature Review………………………………………………………….....3
1.1 Consumer Purchase Decision Theory…………….………3
1.2 Hedonistic Consumption…………………………………7
1.3 Chocolate Consumption………………………………….9
1.4 Foreign and Domestic Brands…………………………..11
1.5 Agrotourism ………………………………………………13
2. Conceptual Frameworks of the Study……………………..15
2.1 Justification for the Framework and Scope………...16
3. Locations………………………………………………………..17
3.1 FuWan Chocolate 福灣巧克力……………………….19
3.2 Choose Chius邱氏咖啡巧克力………………………21
3.3 TC (Making Taiwanese Chocolate) 巧舖—屏東可….22
4. Study Methodology and Data Analysis Plan………………23
4.1 Execution of the Survey……………………………...24
4.2 Data Analysis Plan…………………………………….25
5. Empirical Findings………………………………………………………...26
5.1 Correlations……………………………………………30
5.2 Consumer Type and Preference…………………….35
5.3 Value of Experience and Purchase Choice………………36
6. Implications of the Study………………………………….39
6.1 Implications for Local Brands…………………………40
6.2 Limitations and Future Research……………………41
7. Conclusion……………………………………………………42
8. Bibliography………………………………………………….44

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