2015年全球酒類消費市場價值約9000億美元，可見酒類消費的潛力與發展商機非常龐大而不容忽視。過去未有研究使用電子發票來做相關的分析，多是以市場調查或問卷資料來進行酒類消費的研究，所以藉由電子發票來了解酒類消費，相對來說比較缺乏，而隨著電子發票的普及其實更能夠去了解市場的情況。因此，本研究致力於從電子發票資料，研究酒類消費的議題，一開始將執行一連串的資料清理步驟，並以視覺化的方式呈現分析結果。研究主要的發現有三點，一、從折線圖與堆疊圖的視覺化分析，發現消費者酒類平均發票金額在每小時的時間分布上有明顯的波狀趨勢，在早上11點、下午3點及晚上8點時的平均發票金額最高。二、以雙軸圖視覺化分析呈現酒類消費與景氣的關係，發現每月酒類消費總金額與景氣燈號沒有顯著的相關，但與每月物價指數呈現出顯著中度的正向相關。三、在地理區面向，以氣泡圖、熱圖視覺化呈現縣市地區的結果，而矩形樹狀結構與箱型圖視覺化分析更細部的鄉鎮區購買分析。其中，北部及南部呈現出明顯的消費行為差異。因此，此份研究提供相關廠商及酒商從不同面向來了解酒類消費的情形，並根據研究結果制定市場布局的策略或銷售時點等議題。;The global alcoholic beverage industry is an estimated USD 900 billion business in 2015. Previous researches on the topic of alcohol expenditure generally use data from surveys and market research to analyze the relationships between influencing factors and alcohol expenditure. However, since Taiwan is among leading countries adopting nationwide e-invoice usage toward reducing transaction cost in corporate and public sector, it’s worth utilizing e-invoice transaction data to learn about alcohol spending behavior. Accordingly, this study aims to explore the information of alcohol expenditure from e-invoice data. Data cleansing and classification were conducted in this study and the results were presented by the methods of data visualization. From the perspective of hourly pattern, 11 am, 3 pm and 8 pm were the peak hours of alcohol spending in Taiwan. In addition, by using dual chart to visualize the analysis, it is concluded that there was a significantly moderate correlation between alcohol expenditure and CPI. On the other hand, monitoring indicator and alcohol expenditure were not closely related. Furthermore, the evident difference of alcohol expenditure was shown between the northern and the southern region by visualized methods such as filled maps with pie charts, bubble charts, treemaps and box plots. Hence, this study provides the visualized insights to the related industries such as tobacco and alcohol to explore business opportunities by region.
