豆芽菜驗證、包裝與種子來源對消費者購買行為之影響

本研究旨在理解芽菜消費者對芽菜產品的購買意願與願付溢價，調查豆芽菜商品的不同特色，乃自驗證（有機驗證與產銷履歷）、包裝完整程度（袋裝與盒裝）再到種子來源（海外與國產）。隨後，研究者將其結果與傳統市場中散裝且無驗證之芽菜產品進行比較，細緻化地理解芽菜消費者的消費行為，從而對學術與實務界提出實證貢獻。研究結果顯示，在消費者認知方面，超過七成民眾知道市場上有販售驗證的豆芽菜，僅約五成民眾知道其所購買的豆芽菜經過哪些驗證，也有超過七成民眾不知道國內豆芽菜大部分為進口種子。在國產種子豆芽菜認知方面，也有超過六成民眾知道市面上有國產種子的豆芽菜。研究結果亦發現，在豆芽菜驗證方面，願意或非常願意購買有機豆芽菜的受訪者佔比73.4%，願意或非常願意購買履歷豆芽菜受訪者佔比69.0%，願意加價5元以上購買有機豆芽菜的人也比履歷豆芽菜高。而在豆芽菜包裝方面，針對非購買完整袋裝民眾做研究發現，近半數民眾願付多付5元以上購買袋裝豆芽菜。在盒裝豆芽菜調查方面，有過半受訪者願意購買與推薦盒裝豆芽菜，此外，在願付溢價上，有過半受訪者願意支付5元以上來購買盒裝豆芽菜。最後，國產種子方面，願意或非常願意購買國產種子豆芽菜的受訪者有73.4%，願意加價購買國產種子豆芽菜民眾有82.4%。在比較購買非散裝消費者與整體消費者數據後發現，購買非散裝消費者有較高的比例知道市面上有販售驗證豆芽菜商品和自己所購買的豆芽菜是否經過驗證，此族群對於驗證豆芽菜購買意願與願付溢價上也較平均值高。在於國產種子豆芽菜方面，此族群對於非常願意購買國產種子的比例與願付溢價10元以上的比例也較平均值高出許多。

關鍵字

芽菜；有機驗證；履歷驗證；完整包裝；購買意願；願付溢價

並列摘要

This study aims to understand sprout consumers' purchase intention and willingness to pay a premium for sprout products by investigating the different characteristics of sprout products, ranging from authentication (organic authentication vs. traceability), packaging completeness (packaged vs. in boxes) to seed origin (overseas vs. domestic). Subsequently, the researcher compared the results of the study with the bulk and unauthenticated sprouts products in the traditional market, to refine the understanding of the consumption behavior of sprouts consumers, thus making empirical contributions to the academic and practical communities. The results revealed that, in terms of consumer recognition, more than 70% of the public knew that certified bean sprouts were available in the market, only about 50% of the public knew what kind of certification the bean sprouts they bought had obtained, and more than 70% of the public did not know that most of the domestic bean sprouts were imported seeds. In terms of awareness of bean sprouts with domestic seeds, more than 60% of the public knew that there were bean sprouts with domestic seeds on the market. The findings also showed that in terms of bean sprouts verification, 73.4% of the respondents were willing or very willing to buy organic bean sprouts, compared to 69.0% of the respondents who were willing or very willing to buy cascade bean sprouts, and those who were willing to pay more than NT$ 5 more to buy organic bean sprouts were higher than those who were willing to buy cascade bean sprouts. Regarding the packaging of bean sprouts, a study on people who did not buy complete bags found that nearly half of the public were willing to pay more than NT$ 5 for bagged bean sprouts. In the boxed sprouts survey, more than half of the respondents were willing to buy and recommend boxed sprouts, and more than half of the respondents were willing to pay a premium of more than NT$ 5 to buy boxed sprouts. Finally, as for the domestic seeds, 73.4% of the respondents were willing or very willing to buy bean sprouts with domestic seeds, and 82.4% of the respondents were willing to pay more to buy bean sprouts with domestic seeds. After comparing the data of non-bulk consumers with that of the overall consumers, researcher found that a higher percentage of non-bulk consumers know that there are products selling verified bean sprouts on the market and whether the bean sprouts they bought are verified or not, and the willingness to buy verified bean sprouts and the willingness to pay a premium is also higher than the average value for this group. As for bean sprouts with domestic seeds, the proportion of this group who are very willing to buy domestic seeds and the proportion of those who are willing to pay a premium of more than NT$ 10 are also much higher than the average.