雙北地區青壯年族群對果品認知及消費偏好

2013-2016年間國民健康狀況變遷調查報告中顯示，我國國民普遍水果攝取量不足，尤其青壯年族群攝取量明顯較低。造就攝取量不足的原因有許多，消費者認知不足與偏好差異便是其一。因此本研究將針對國內年輕消費者進行調查，探討青壯年族群的果品購買行為，對於果品的認知以及消費偏好，並瞭解年輕消費者對果品各屬性等級的願付價格，得出果品的最佳方案。本研究利用選擇實驗法進行分析，並採用隨機參數羅吉特模型(RPL)進行消費者效用評估。結果顯示，消費者對於「偏甜風味」、「原型水果」、「有產銷履歷認證」、「價格」等屬性等級有顯著的偏好。藉由願付價格(WTP)的計算結果，可以得出年輕消費者總效益最高的最佳方案，該方案包含「偏甜風味」、「原型水果」、「有包裝(盒裝)」、「有產銷履歷認證」等屬性等級。利用潛在類別模型(LCM)加入受訪對象之社會經濟變數進行估算，實證結果發現，教育程度大學(含)以下、個人月收入5萬(含)元以下的消費者對於風味、認證和價格有顯著的偏好；教育程度研究所(含)以上、個人月收入5萬以上的消費者則對於食用方便性有顯著偏好。綜合上述研究結果，本研究建議未來通路可以增加販售有產銷履歷認證水果，並建立市場區隔，針對特定目標族群並參考其果品屬性偏好，做出產品差異化，吸引較少購買果品的潛在客群，以提高消費者購買意願。

關鍵字

果品消費；果品攝取；消費者偏好；選擇實驗；青壯年族群

並列摘要

According to the Nutrition and Health Survey in Taiwan from 2013 to 2016, the intake of fruits in Taiwan is generally insufficient, especially among young adults. There are many reasons lead to insufficiency of intake; consumer awareness and differences in preferences are some of the reasons. Therefore, the study will conduct a survey of domestic young consumers, explore the fruit buying behavior of young people, their perceptions of fruit and their consumption preferences, and understand the willingness of young consumers to pay for each attribute level of fruits, and find the best choice for fruits level. A choice experiment is used for the study, and the Random Parameter Logit Model (RPL) is analyzed for consumer utility evaluation. The results show that consumers have a significant preference for attribute levels such as sweet flavor, prototype fruit, TAP certification, and price. Based on the calculation results of WTP, the best choice for young consumers with the highest benefit can be obtained. The solution includes sweet flavor, prototype fruit, box packaged, and TAP certification. On the other hand, the study using the Latent Class Model (LCM) to add the socioeconomic variables of the interviewees to estimate the preference. The empirical results found that consumers with an education level of university and below, or a personal monthly income of less than 50,000 NT dollars have a significant preference of flavor, certification, and price. Consumers with a graduate school level or above, or a personal monthly income of more than 50,000 NT dollars have a significant preference for convenience. Based on the research results, the study suggests that channels can increase the sale of fruits with TAP certification in the future. Second, establish market segmentation, and target specific groups and refer to their fruit attribute preferences. Make the fruit product differentiation to attract potential consumers that purchase less fruits, and try to increase consumers’ willingness to buy.