Title

消費者對牛肉食品安全之願付價格研究

Translated Titles

Consumers’ Preference and Willingness to Pay for Food Safety: A Case Study in the Beef Industry

Authors

林真安

Key Words

牛肉 ; 選擇試驗法 ; 食品安全 ; Beef ; Choice Experiment ; Food Safety

PublicationName

臺灣大學農業經濟學研究所學位論文

Volume or Term/Year and Month of Publication

2014年

Academic Degree Category

碩士

Advisor

吳榮杰

Content Language

繁體中文

Chinese Abstract

根據行政院農委會資料顯示,我國牛肉的總供給量逐年攀升,其中超過九成皆為進口,主要進口國為美國、澳洲等國家。自狂牛症到近幾年的瘦肉精,都使台灣消費者對於美國牛肉充滿疑慮。因此本研究以國內牛肉消費者為研究對象,探討牛肉食品安全屬性與消費者偏好之關係,進而分析屬性中影響消費者選擇牛肉之因素。本研究使用產地國來源、產銷履歷、品質認證與價格等四種屬性,使用直交排列設計法設計替選方案,在透過選擇試驗法供受訪者選擇,討論消費者對於屬性的偏好程度與願付價格。 本研究以網路調查與親自訪談共得到439份有效問卷。研究結果如下:消費者最偏好臺灣產地的牛肉、其次為澳洲,最後為美國,另外在對於產銷履歷與品質認證的部分都具顯著性。經由認知差異與風險部分可看出現今消費者對於食品安全越加重視,但卻對於政府的把關不夠滿意。由購買頻率分類消費者後,經常購買者相對於偶爾購買與從不購買的消費者而言,對各類屬性是較為重視的;如由購買地點分類消費者,至肉品專賣店的消費者對於美國牛肉的效用最低,傳統市場則對臺灣牛肉的效用最高。根據上述結果發現,消費者在產地方面最偏好臺灣,但產品如具有產銷履歷或經過政府認證,會讓消費者購買的意願提升。

English Abstract

The BSE crisis and Ractopamine residue generated deep changes in the behavior of consumers and in the conditions of demand for beef. To answer this question, this study using data from 439 consumers from Taiwan, we examined consumers’ willingness to pay(WTP) for U.S. and Australian beef. We conducted a choice experiment to elicit WTP for country of origin, traceability and government guarantee. We also adopted the perceived risk framework to explore the relation between consumer preference and perceived risk for these food-safety attributes. This study finds that Taiwanese consumers’ valuation of beef attributes differs by some demographic groups: sex, age, shopping locations, shopping frequency. Empirical findings suggested that Taiwanese consumers prefer to Taiwan beef than imported beef. In addition, consumers were found to be willing to pay significant amount for traceability and government guarantee beef.

Topic Category 生物資源暨農學院 > 農業經濟學研究所
生物農學 > 農業
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Times Cited
  1. 陳雅婷(2015)。食品安全管制政策中被管制者之態度與意見分析—以臺北市夜市攤販為例。臺灣大學政治學研究所學位論文。2015。1-134。