行銷訴求與產銷履歷對消費者包裝米購買意願分析

Analysis of Marketing Appeals and Traceability on Consumers' Purchase Intention of Packed Rice

林肇榮(Chao-Jung Lin) ； 王淑美(Shu-Mei Wang)

《農林學報》 68卷1期 (2021/03) Pp. 11-22

https://doi.org/10.30089/JAF.202103_68(1).0002

摘要

本研究由包裝米之行銷訴求與產銷履歷制度認證角度切入，探討吸引消費者購買包裝米意願之重要影響因素。研究對象以20歲以上且近半年曾購買過包裝米之消費者，透過網路問卷調查，總計回收250份有效問卷。分析結果發現，家庭月收入高之消費者，購買口感訴求包裝米的意願較高；男性購買健康訴求包裝米的意願高於女性；家人有蛋白質代謝疾病、50歲（含）以上之消費者購買權威認證訴求包裝米的意願較高。消費者對包裝米具有產銷履歷以及年齡越高，會有更高的意願來購買包裝米。透過本次研究結果，可做為未來包裝米相關業者，針對目標消費族群制定相關行銷策略的重要參酌依據。

關鍵字

包裝米 ； 行銷訴求 ； 產銷履歷制度

並列摘要

The survey of major food consumption in Taiwan over the years found that from 1990 to 2018, the average annual consumption of white rice per capita has declined year by year. However, with the promotion and efforts of the government, the small-packaged rice on the market has a wide variety of brands, varieties, specifications, prices, etc., allowing consumers to have more diverse and safe packaged rice options. In the past, research on the consumption behavior of Taiwan's packaged rice focused on the basic characteristics of packaged rice, such as appearance, hygiene, and freshness. Therefore, this research starts from the perspective of the marketing appeal of packaged rice and the certification of production and sales history system, and explores the important factors that attract consumers to buy packaged rice. The object of this study is consumers in northern and central Taiwan, who are over 20 years old and have purchased packaged rice in the past six months. Quota sampling was used to conduct an online questionnaire survey, and a total of 250 valid questionnaires were collected. The analysis results found that consumers with high monthly household income are more willing to buy packaged rice for taste; men are more willing to buy packaged rice for health claims than women; consumers with protein metabolism diseases in their family members and consumers over 50 years of age buy Authoritative certification demands higher willingness to package rice. Consumers have a history of production and sales of packaged rice and the older they are, the higher the willingness to buy packaged rice. The results of this research can be used as an important reference for future packaging rice-related companies to formulate relevant marketing strategies for target consumer groups.

並列關鍵字

Packaging rice ； marketing appeal ； traceability