根據統計，2022全球市值最高的酒類第二名即為葡萄酒，第一名是啤酒。台灣的葡萄酒市場也持續發展中，品飲葡萄酒甚至變成一種新潮的生活方式。台灣最大宗消費的酒精飲品為啤酒，葡萄酒的常見率還是不是很高，葡萄酒的原產地、風味、葡萄品種等產品屬性與價格、酒標設計等皆是消費者考慮的要素，故本研究欲針對台灣曾經品飲過葡萄酒的民眾，探討葡萄酒產品屬性和購買意願之間的關係。而葡萄酒於最早可追朔至8,000前年的喬治亞，葡萄酒的發展歷史悠久，包含古老的釀酒國家法國、西班牙、義大利等，到新興的釀酒國家美國、南非與南美洲國家等，地理條件、氣候與釀酒師風格等皆會影響葡萄酒特性。台灣葡萄酒九成五以上來自進口，對台灣人而言葡萄酒是屬於歐美的國際產品，常與餐點、品酒搭配在一起，故本研究中「國際經驗」為模型之調節變數，探究對購買意願造成的影響。另「五大人格」為發展多年、廣泛應用之人格特質，每一個人格特質皆有其特徵，就所知目前台灣仍無五大人格與葡萄酒購買意願之探討，故本研究欲探討五大人格及葡萄酒購買意願之關係。
本研究發現「外向性」得分越高、「「經經質」得分越高，葡萄酒購買意願越高，及「產品屬性」得分越高，葡萄酒購買意願亦也越高。另外，在與「國際經驗」的交互作用下，五大人格、產品屬性與葡萄酒購買意願的關係，僅「外向性」與「開放性」 有顯著解釋力。希望藉由本研究結果，提供葡萄酒相關業者可針對「外向性」與「經經質」得分高之消費者精準行銷，結合葡萄酒本身之產品特性、文化意涵擬定行銷策略，如舉辦國際葡萄品種之品酒會、風土之旅等等，聚焦在有豐富國際經驗之葡萄酒客群，或增強消費者之國際經驗以提高購買力。

According to statistics, wine is in the second place among the alcoholic beverages market value in the world in 2022, and beer is in the first place. Taiwan's wine market is also continuing to develop. Drinking wine has even become a trendy lifestyle. The alcoholic beverage with the largest market share in Taiwan is beer, and meanwhile the popularity of wine is still not very high. The country of origin, flavor, grape variety and other product attributes and price of wine, as well as wine label design, are all factors that consumers consider. Therefore, this study we want to explore the relationship between wine product attributes and purchase intention among Taiwanese people who have tasted wine. Wine can be traced back to 8,000 years ago in Georgia, an Eastern European country spanning Europe and Asia. Wine has a long history of development, like the ancient wine-making countries such as France, Spain, and Italy, to the emerging new wine-making countries such as the United States, South Africa, and South American countries. Geographical conditions, climate, terroir and winemaker style will all affect the characteristics of wine. Wine tourism is also booming. More than 95% of Taiwan's wine is imported. For Taiwanese, wine is an international product from different countries, and is often paired with meals and wine tastings. Therefore, "international experience" is used as the mediating variable in the model in this study to explore the impact of purchase influence.
In addition, "Big Five Personalities" are personality traits that have been developed for many years and are widely used. Each personality trait has its own characteristics. As far as we know, there is currently no study on the Big Five Personalities and wine purchasing intention in Taiwan. Therefore, this study intends to explore the relationship between the Big Five Personalities and wine purchasing intention.
This study found that the higher the "Extraversion" score and the higher the "Neuroticism" score, the higher the willingness to purchase wine, and the higher the "Product Attributes" score, the higher the willingness to purchase wine as well. Furthermore, under the interaction influence with "International Experience", the relationships among the Big Five personality traits, product attributes, and willingness to purchase wine are only significant for "Extraversion" and "Openness". The hope is that by using the results of this study, wine-related businesses can put more focus on precise marketing targeting consumers with high "Extraversion" and "Neuroticism" scores, combining the product characteristics and cultural meanings of the wine itself to formulate marketing strategies, such as holding wine tasting events for international grape varieties, cultural tours, etc., focusing on the wine consumer groups with more international experiences, or enhancing consumers' international experiences to increase their purchasing power.

目錄
論文審訂書 i
致謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 viii
表次 ix
第一章 緒論 1
1-1 　研究背景與動機 1
1-2　研究目的 5
1-3　研究流程 6
第二章 文獻回顧 8
2-1 五大人格特質 8
2-2產品屬性 10
2-3國際經驗 12
2-4 購買意願 13
2-5 研究假設 14
第三章 研究方法 17
3-1 問卷設計 17
3-1-1 五大人格特質 17
3-1-2 國際經驗 19
3-1-3 產品屬性 19
3-1-4 購買意願 19
3-1-5 人口基本變項 20
3-2 研究對象 21
3-3 資料分析方法 22
第四章 研究結果 23
4-1 驗證性因素分析 23
4-2 相關係數及區別效度分析 25
4-3 描述性統計分析 26
4-3-1 受測者基本資料 26
4-3-2 五大人格統計結果 28
4-4 迴歸分析 30
4-4-1 複迴歸分析 30
4-4-2 二階交互作用迴歸(調節效果) 31
4-5假說檢定 38
第五章 結論與建議 40
5-1 研究結論 40
5-2實務建議 41
5-3-1 官方網站趣味行銷 41
5-3-2 銷售現場精準行銷 42
5-3-3 文化行銷 42
5-3 本研究限制與建議 42
中文參考文獻與資料 44
英文參考文獻與資料 45
附錄－問卷 49

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