依據2012年行政院農委會資料指出,我國牛肉的消費量平均每人每年約3至4公斤,進口量更從2001年的65.4千公噸成長到2010年的109.6千公噸,其中90%以上皆為進口牛肉,主要來自美國、加拿大、紐西蘭和澳洲等國家。但自2003年至今美國牛肉卻有狂牛症疑慮與瘦肉精殘留問題,進而造成消費者對肉品安全出現恐慌。經探討國內外文獻得知針對肉品的營養認知、安全觀感與口感風味等議題的討論更付闕如,有鑑於此,有必要針對國人對美國牛肉之購買行為進行探討。本研究採便利抽樣方式進行問卷調查,並以購買美國牛肉及有關產品的消費者為對象,於2010年10月至2011年4月間,共計發放份600問卷,有效樣本數為530份,有效率88%。資料分析採用描述性統計、皮爾森(Pearson)相關分析及逐步多元迴歸分析進行假設驗證。研究結果顯示:購買美國牛肉消費者以男性、年齡在30~39歲居多、教育程度普遍以大專學歷為主、家庭年收入介於100萬~229.6萬元之間。營養認知、安全觀感、口感風味與購買意願有顯著相關。營養認知對購買意願有顯著影響;安全觀感對購買意願有顯著影響;口感風味對購買意願有顯著影響。根據上述結果,以提供販售相關產品業者作為推廣之參考。
According to the 2012 Council of Agriculture, Executive Yuan data pointed out that Taiwan's beef consumption per person per year for about 3 to 4 kg, imports growth from 65.4 thousand tonne in 2001 to 109.6 thousand tonnes in 2010, more than 90 percent of all imports beef, mainly from the USA, Canada, New Zealand and Australia and other countries. American beef imports in recent years, there is mad cow disease concerns and clenbuterol residue, resulting in consumers' meat safety panic. Was explored and the literature that discuss pay more for meat nutrition awareness, safety perception and taste the flavor and other issues lacking In view of this, the need for people to discuss the buying behavior of American beef. The study conducted a questionnaire survey using convenience sampling, and consumers to buy American beef and related products, in 2010-2011, a total payment of 600 questionnaires, the effective sample size of 530, with 88% efficiency. The data were analyzed by descriptive statistics, Pearson (Pearson) correlation analysis and stepwise multiple regression analysis for hypothesis testing. The results showed that:To buy American beef consumers, male, age 30 to 39 years to a maximum of, From the educational level generally in the majority of college degree, Annual household income ranged between 1 million to 2.296 million dollars. Nutrition awareness, safety perception, taste and flavor, associate positively with purchase intentions. Nutrition cognition have a significant effect on purchase intention; Perception of safety have a significant effect on purchase intention; Taste flavors have a significant effect on purchase intention.
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