臺灣豬肉消費者行為之研究

A Study on Consumer Behavior of Pork in Taiwan

葉正興(Cheng-Hsing Yeh)

指導教授 ： 陳政位

國立臺灣大學/生物資源暨農學院/農業經濟學研究所/碩士(2009年)

https://doi.org/10.6342/NTU.2009.10469

摘要

豬肉為國人消費最大宗的肉品，以2007年為例，每人每年平均肉類消費量為78.95公斤，豬肉之消費量為39.95公斤，占50.6%，為臺灣農業經濟體系中重要的產業。在經濟快速發展的環境，消費者之購物型態已不同於傳統的社會，有必要瞭解消費者對於豬肉之消費行為、偏好、消費型態及習性，以利於養豬政策之擬定。另一方面，為提升農產品品質，行政院農業委員會自2004年起著手規畫，推動農產品產銷履歷制度。消費者對於該制度之理解程度、是否會影響消費者購買之意願，達成市場區隔及提供產品或服務的差異化，仍有待瞭解。是故本研究除探討消費者對於豬肉之消費者基本型態、偏好及豬肉之安全、風險認知，亦針對國人是否願意選擇具有安全性的產銷履歷制度，進行探討。
影響消費者購買豬肉習性的因素包括性別、年齡群、教育水準、家庭所得及家庭結構等人口因素，本研究以家庭為單位，對於主要豬肉購買者，進行問卷調查，並以次數統計、卡方檢定及Logit模型進行分析，期以區分不同特性的消費者之人口特徵對於購買豬肉的偏好，並瞭解消費者對於推行產銷履歷豬肉的購買意向，以提供相關單位未來宣導、推廣銷售政策之參考資訊。

關鍵字

豬肉 ； 消費者行為 ； 市場區隔 ； CDP模型 ； Logit模型

並列摘要

Pork is considered as the major type of meat as that our nationals take for consumption. Take year 2007 for illustration, the amount of meat consumption among every individual per year should amount to 78.95kg, while the amount of pork has reached 39.95kg, accounting for 50.6%, which is considered as an important industry within the system of agricultural economy. In our environment of fast economic development today, the shopping mode of consumption has turned completely different from that of conventional society, and it is necessary that we have appreciate the consumption behavior, preference, and mode and habit of consumption for pork among our consumers to facilitate our policy formulation on pig-raising. On the other hand, the Council of Agriculture, Executive Yuan, has, from year of 2004, started to plan and facilitate the resume system of production and distribution regarding agricultural products. It would still take some time to see if the appreciation of the system by consumer will affect their willingness for purchase, achieving market segmentation and differentiation of product and service provided. As such, this study would, aside from the investigation of fundamental consumption mode of consumers for pork, their preference, and the cognition of safety and risk for pork, also explore if our nationals are willing to choose pork given with safe resume system of production and distribution.
The habit that affects consumers to purchase pork includes four respective factors as age group, educational background, family income, and the population element as family structure. This study has based on family as its unit, and has conducted questionnaire survey upon the primary purchaser of pork, which are then carried out of analysis with figure statistics, Chi-square test, and Logit model so as to differentiate the preference of demographic characteristics among consumers with various features. It is hoped that the study can help appreciate the purchase intention of consumers for pork labeled with production and distribution resume so that can be provided as reference information for relevant authorities as they employ in the policy for their future publicity and sales promotion.

並列關鍵字

Pork ； Consumer Behavior ； Market Segmentation ； CDP Model ； Logit Model

參考文獻

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