一直以來，巧克力一直是大家難以抵擋的黑色誘惑，小至附贈玩具的健達出奇蛋，大至情人節的愛心巧克力，更讓巧克力不再是孩童的專利，而是熱戀情侶間傾訴心意的貼心小禮。尤其近年，五花八門的巧克力更是爭相推出，因此本研究便是希望能透過聯合分析法的方式，探討台灣消費者在進行巧克力的購買決策時，所優先考量的屬性，希望能給予現行巧克力廠商或是潛在巧克力廠商一些行銷上或是產品規劃上的參考依據。
　　本研究主要是透過聯合分析法進行探討，首先會以前測問卷探討消費者在進行巧克力的購買選擇決策時，所優先考慮的產品屬性，再將前測問卷的資料予以篩選，得出三個相對重要的產品屬性，分別為「口感與純度」、「價格」以及「包裝」，再將這些屬性與水準，整理出正式問卷並發放，最後再透過聯合分析法計算出不同產品屬性與其水準的成分效用值與重要性權重，進而瞭解台灣的消費者對於巧克力的最佳產品組合。
　　研究結果顯示，全體受測者對於巧克力的最佳產品組合為「口感與純度高」、「價格低」以及「包裝精美」；而「口感與純度高」、「價格」以及「包裝」這三個產品屬性對於本次受測者的重要性權重，由分數高至低依序排列為：73%、24%、3%。再者，本研究亦針對不同人口統計變數以及消費者行為進行探討，分析不同性別與購買動機的受測者族群，對於巧克力各屬性之重要性權重，並給予相關產品規畫與行銷策略的建議。

　　All along, the chocolate has always been a favorite food of everyone, such like Kinder Surprise Eggs with toys and Valentine's Day love chocolate. Especially in recent years, a wide variety of chocolate is competing to launch, so this study hopes to realize Taiwan consumers in the purchase of chocolate decision-making and their priority consideration of the property through the conjoint analysis, and hopes to give the current chocolate manufacturers or potential chocolate manufacturers some advices on marketing and product planning.
　　This study is mainly through the conjoint analysis method to explore. First of all, pre-measured questionnaires can explore the consumers’ purchase of chocolate and the priority of the product attributes. Then the data of the pre-measured questionnaire can be used to obtain three relatively important product attributes, namely, "taste and purity", "price" and "packaging". After classifying these attributes and levels, we issue the formal questionnaire. Finally, through the conjoint analysis method to calculate the different product attributes and their level, we can get the value of the utility value and the importance of weight.
　　The results show that the best product mix for chocolate is "taste good and high purity", "low price" and "beautifully packaged". The percentage of "Taste and purity", "price" and "packaging" are 73%, 24%, and 3% respectively from high to low. In addition, this study also explores the differences between different demographic variables and consumer behavior. This study analyzes the different gender and the motivations of the purchasers’ weight of the attributes of the chocolate, and then gives some advices of product planning and marketing strategies.

中文參考文獻
余朝權（1991），現在行銷管理，台北市：五南
何昭賢（1999），產品屬性、訊息來源對廣告溝通效果之影響，東吳大學企業管理研究所碩士論文
周文賢（1999），行銷管理──市場分析與策略規劃，台北：智勝文化事業公司
周文賢，張欽富（2000），聯合分析法在產品設計之運用，台北：華泰書局
吳萬益（2011），企業研究方法，台北：華泰文化
高永珠（2013），巧克力小百科，廣智文化出版社
黃俊英（2000），多變量分析，台北市：華泰圖書出版社
劉水深（1984），產品規格化與策略應用：華泰圖書出版社
劉玉琰（1999），行銷學：理論與實務，台北：智勝文化事業公司
羅文坤（1986），行銷傳播學，台北：三民書局股份有限公司
曾盈甄（2010），臺灣的巧克力消費文化之探索性研究，國立中正大學企業管理學系行銷管理碩士班論文
安德莉亞．歐爾戴柏格（2011），Bravo chocolate！巧克力經典，出版社：漢字。
大衛．沃斧、莎茲（2011），剖析巧克力，出版社：晨星
台灣宏亞巧克力共和國之官方網站

英文參考文獻
Aaker, David A. (1996) Measuring Brand Equity Across Product and Markets. California Management Review Vol.38, No. 3: pp.102-120.
Abraham Harold Maslow. (1943). A Theory of Human Motivation. Psychological Review
Acland, E. R. (2000). Cinema Going and the Rise of the Multiplexes, Television and New Media, 1(3), 355-382.
Advances in consumer Research, 167-179
Andrew, D. (1976). The Major Film Theories. New York: Oxford University Press
Barich H., & Kotler P. (1991). A Framework for Marketing Image Management. Sloan Management Review, 32, 94-104
Green, P.E. & Wind, Y (1973) Multiattribute Decisions in Marketing. DrydenPress, Hinsdale
Green P.E. & Srinivasan, V. (1978). Conjoint Analysis in Consumer Research and Practice. Journal of Marketing, 54(5), 3-19
Green P.E. & Srinivasan, V (1990). Conjoint Analysis in Marketing: New Development with Implications for Research and Practice. Journal of Marketing, 5, 3-19
Green, P.E., Goldberg, S. M., & Wind, Y. (1984) Conjoint Analysis of Practice Premiums for Hotel Amenities, Journal of Business, S111-132
Holbrook, M. B. & Hirschman, E. C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, feelings, and fun. Journal of Consumer Research, 9(2), 132-140.
J. Hair, Jr., R.Anderson, R.Tatham, W,Black, et al (1998). Multivariate Data Analysis, 5th ed. Upper Saddle River, NJ: Prentice-Hall, 418.
Keller, K. L. (1993). Conceptualizing, Measuring, and Managing Customer-base Brand Equity. The Journal of Marketing, 57(1).
Kolter, P., & Cox, K. K. (1980). Marketing Management and Strategy. Prentice Hall.
Kolter, P (1994). Marketing Management: Analysis, Planning Implementation, and Control. NJ: Prentice-Hall, Incs.
Kolter P., & Armstrong G. (1997). Principles of Marketing 7th ed., Prentice-Hall.
Kolter P., & Armstrong G. (2010). Principles of Marketing 7th ed., Pearson Education.
Moore, W. L. (1980). Level of aggregation in conjoint analysis: An Empirical Comparison. Journal of Marketing Research, 516-523.
Park, C. Whan, Bernard J. Jaworski and Deborah J. MacInnis. (1986). Strategic Brand Concept-Image Management. Journal of Marketing.
Sheth, J. N., Neywman, B. I., & Gross, B. L. (1991). Why We Buy A Theory of Consumption Values. Journal of Business Research, 22(2), 159-170.
Smith, W. R. (1956). Product Differentiation and Market Segmentation as Alternative Marketing Strategies. Journal of Marketing, 21(1), 3-8.
Stanton, W. J., J. E. Michael, and J. W. Bruce, 1991. Fundamentals of Marketing, 9th ed, N.Y.: McGraw-Hill, pp.115.
Wind, Y. (1978). Issues and Advances in Segmentation Research. Journal of Marketing Research, 15, 317-337.