臺灣小包裝米包裝標示特徵價格之探討--你最在意什麼特徵？

Analysis of the Characteristic Price of Small Packed Rice in Taiwan--What Are You Concerned about Mostly?

莊雅琴(Ya-Chin Chuang)

指導教授 ： 吳珮瑛

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2017年)

https://doi.org/10.6342/NTU201703832

摘要

因應消費型態改變，市面商品玲琅滿目，對於外包裝設計及標示內容是消費者在決定購買商品重要之一，2013年爆發混米事件，使低成本食米因標示不實而高價販售，獲得高利潤，這反應出包裝標示會會影響消費者的願意支付的價格，產品包裝特徵是否會由產品價格的差異反應出來，是值得研究之課題。
本研究抽取市面上164包（種）小包裝米之樣本資料，以特徵價格法估算包裝上各種不同特微之特徵之價格，以往研究僅針對食米本身評估不同特徵之邊際價格，並未評估購買的便利性及包裝風格不同對價格的影響。因此本研究對於小包裝米的標示分為，稻米生產與品種、安全衛生、包裝及食味與購買地點之環境在內的五大類特徵。應用特徵價格法推估各細類特徵的隱含價格，進而分析小包裝米標示與市售價格間的關系，研究結果可供廠商依據包裝設計、消費者購點地點之環境等各種不同特徵，擬定小包裝米的價格。
本研究所獲得主要結論為，在無任何標示下的小包裝米每公斤為32.12元，而稻米生產及品種特徵以日本越光米的邊際隱含價格最高，每公斤相較於無標示之品種高27.77元；而安全衛生特徵以農藥殘留等檢驗合格影響為最高，每公斤相較於無檢驗高24.44元；包裝特徵以抽象風格之邊際價格最高，每公斤相較於裝飾風格高5.98元；食味特徵則以產品冷藏儲放獲得正評，每公斤相較於無冷藏儲放標示者高20.35元；而超級市場則是購買環境特徵中負評最大的一項，每公斤相較於購買自百貨公司低31.23元。實證顯示並非所有特徵對消費者有感或有正面影響，增加特徵並無法提升小包裝米價格，包裝特徵太多可能會使消費者在購買時也無法精確明白小包裝行銷主要策略，因此業者在行銷決策時，必需要考量消費者在購買小包裝米時最在意什麼特徵及購買通路。

關鍵字

特徵價格法 ； 標示 ； 包裝設計風格 ； 認證 ； 便利性 ； 邊際隱含價格

並列摘要

In response to changes in consumer preference, there are varieties of market goods. The packaging design and labeling is one of the characteristics that influence the decision the purchase of consumer. The outbreak of rice mixed events in 2013 makes the false and low-cost rice sell the high prices and earn high profit. This reflects that the packaging and labeling will affect consumer's willingness to pay for the rice. Thus, it is essential to know if the price difference of the rice will reveal from the differentiation of the packing and labelling.
A set of 164 small packaged of rice data in the market were collected for the analysis. The marginal price of each characteristics of packaging was estimated by the hedonic price method. Previous studies only explored the marginal price for the characteristics of rice per se, and did not evaluate the marginal price of convenience of the purchase and different packaging styles. Therefore, this study intends to fulfil the lacking of the related studies. The characteristics of small packaged rice are divided into five categories. They are rice production and variety, safety and health, packaging and taste, purchase location, and other environmental categories. Applying the hedonic price method to estimate the implicit prices of the characteristics of the sub-categories under each category of characteristics mentioned above. The relationship between the price of small packaged rice and all kinds of packaging and labeling characteristics is constructed. The marginal implicit price of each characteristic can thus be estimated.
The results show that the eastern part of Taiwan accounts for more than one-third of the rice production of the sample. The most type is marked rice and followed by light meters. The highest percentage is the quality specifications with second grade. The recent rice crop takes less than one-third of the year. There are 33 packs of rice with competition champion. A total of 42 packs are with organic certification. Among these, 63 packs with factory certification and 43 packs with agricultural traceability. Government promotion in production and marketing group accounts for 12 packs. It can be seen that the rice production characteristics affect the price more significant, so the industry in the packaging mark more attention, and then to the safety and health characteristics.

並列關鍵字

hedonic price method ； label ； packaging design style ； certification ； convenience ； marginal implicit price

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