台灣茂谷柑消費潛力分析

Analysis of Potential Consumption of Murcott in Taiwan

潘德芳(Te-Fang Pan) ； 江秀娥(Hsiu-E Chiang)

《中華農業研究》 50卷1期 (2001/03) Pp. 112-120

https://doi.org/10.29951/JARC.200103.0009

摘要

茂谷柑是台彎有潛力的柑桔品種之一。其年產量僅10,080公噸，是為柳橙的十分之一。茂谷柑極具市場價值並且為其他生產過剩的柑桔轉作的理想對象；因此，茂谷柑的栽培須及時推廣。本文的主要目的是測定影響茂谷柑消費潛力的因素，以作為未來發展的參考。藉由16個基層農會的品嚐會，蒐集1,527份品嚐問卷調查表。基於受限因變數的特性，茂谷柑需求量則利用Tobit模式來估測，以求得一致性與不偏性的估測值。實証結果顯示，茂谷柑之價格、所得與其消費特性皆在5%顯著水準下顯著。此結果可作為茂谷柑生產計價、產區規劃及推廣之參考。

關鍵字

茂谷柑 ； Tobit模式

並列摘要

Murcott tangor is one of promising citrus in Taiwan. The annually yield of Murcott is only 10,080 MT, which is nearly one-tenth the amount of other citrus like Liuchengs. It has high market values and is an ideal object for transfer- planting from other surplus citrus. Hence, Murcott-planting needs prompt extension. This study attempts to examine the effects of factors for potential consumption of Murcott for the guidelines of its development. With 16 taste meetings at local fanner associations, 1527 persons participated in savor opinion polls. On the characteristic of the limited dependent variable, the demand of Murcott was especially estimated with Tobit model to obtain the consistent and unbiased estimates. The results showed that the own price, income level as well as the characteristic of likes for Murcott are estimated significantly at 5% significant level. These estimates may provide the basis for a useful Murcott-developing on production, pricing, planning and promotion.

並列關鍵字

Murcott tangor ； Tobit model