量販店消費者對黑毛猪與白毛猪猪肉的認知及購買行為：以台北市天母家樂福為例

Perception and Purchasing Behavior of Hyper Mart Consumers Towards Pork from Black-Haired and White-Haired Pigs: An Example of Tainmu Carrefour in Taipei City

羅玲玲(Ling-Ling Lo) ； 巫鴻鑫(Hung-Hsin Wu) ； 林慧生(Hwui-Shen Lin)

《華岡農科學報》 30期 (2012/12) Pp. 89-108

https://doi.org/10.29985/HKJA.201212.0006

摘要

黑毛豬豬肉具有本土特色，了解國內消費者對黑毛豬豬肉特性的認知，有助於維繫本土品牌豬肉利基市場。本研究調查台北市天母家樂福量販店252位豬肉購買者，對黑毛豬與白毛豬豬肉的認知、態度及其購買的行為。受訪者對於黑毛豬與白毛豬豬肉的態度與認知分成食用品質（eating quality）與社會屬性（socialattribute）兩個部份，食用品質包括認為能夠識別黑毛豬與白毛豬豬肉在顏色、風味、多汁性、味道及柔軟度的差異；社會屬性則包括認為黑毛豬豬肉較營養、較健康、較安全、較衛生、且願意多付點錢購買黑毛豬豬肉。問卷採用5分制，依據受訪者的意見給予評分。天母家樂福受訪者三成沒有購買過黑毛豬豬肉，經常購買的有92位（37%）。女性（75%)、已婚（67%）、40 歲以下（56%）、教育程度在專科以上（73%）、職業為家管（30%）者為量販店主要的消費族羣。消費者購買黑毛豬豬肉的原因，主要是較新鮮（52%）、風味較佳（42%）、衛生乾淨（37%）以及價格合理（24%）。約6至7成的消費者自認能夠識別黑毛豬與白毛豬豬肉在顏色、含汁性、風味與味道的差異。約40%的消費者認為黑毛豬比白毛豬豬肉營養，但僅有21至27%的消費者認為黑毛比白毛豬豬肉健康、安全及衛生。以二元Logistic分析購買者認知對其購買行為的影響，發現當購買者認為黑毛豬與白毛豬豬肉的味道（P=0.036）、顏色（P=0.072）、風味（P=0.080）及柔軟度（P=0.080）有差異時，購買者購買黑毛豬豬肉的機率就會愈來愈高。年齡較長及高中（含）以下的受訪者較有能力識別兩類豬肉在風味及味道（P＜0.05）上的差異，也愈有可能因此購買黑毛豬豬肉。黑毛豬豬肉的風味對高收入家庭（月收入在80,000元以上）的消費者有較高的吸引力。女性消費者在黑毛豬豬肉社會屬性品質的認知（P＜0.10），則可能是黑毛豬豬肉銷售的利基。本研究的結果指出，量販店消費者對黑毛豬豬肉的認知會影響其購買行為，成為維繫本土市場的利基因素。

關鍵字

黑毛豬豬肉 ； 消費者 ； 認知 ； 購買行為 ； 量販店

並列摘要

Information of consumer perception and purchasing behavior towards pork from black-haired pigs is required in order to develop a local brand of the niche pork market in Taiwan. Data of 252 consumers sampled from Taipei Tainmu Carrefour hyper mart were used to study the purchasing behavior of the consumers on the pork from black- and white-haired pigs. Perception of respondents on pork from the black- and white-haired pigs were defined in two categories: eating quality (color, flavor, juiciness, taste and tenderness) and social attributes (nutritious, healthy, safe, hygienic, and willing to pay more for pork of black-haired pigs). A five point scale was used to evaluate the perception and purchasing behavior of respondents towards the two types of pork. Among the hyper mart shoppers, 30% had never purchased black-haired pork, and 37% were usually purchasing pork from black-haired pig. Female (75%), married (67%), under 40 years of age (56%), and higher educational level (73%) housekeepers (30%) were the major consumers of Tianmu hyper mart. About 30% hyper respondents had never purchased black-haired pork, and 92 (37%) respondents were Reasons to purchase pork from black-haired pigs were freshness (52%), flavor (42%), clean and sanitary (37%), as well as reasonable price (24%). About 60 to 70% respondents can identify the color, juiciness, flavor and taste differences between pork from black- and white-haired pigs. Compare to the white-haired pork, forty percent of consumers thought the pork from black-haired pigs were more nutritious, however, only 21 to 27% consumers thought the black-haired pork were more healthy, safe and sanitary. Using binary logistic model to analyze the purchasers' perception on their purchasing behavior revealed that purchasers' who can recognized the taste (P=0.036), color (P=0.072), flavor (P=0.080), and tenderness (P=0.080) differences between black- and white-haired pork tended purchase more black-haired pork. Older and high school education level purchasers tend to have the perception that black-haired pork is more flavored and tasteful (P ＜ 0.05) and tended to purchase more black-haired pork. The flavor of black-haired pork might be the factor that influenced the higher income consumers (monthly incomer were higher than 80,000 NTD.) to purchase more black-haired pork (P ＜ 0.05). On the contrary, the female consumers' perception towards social attributes of black-haired pork for might be the niche factor for black-haired pork (P ＜ 0.05). Results suggested that perception and purchasing behavior towards pork from the black-haired pigs reflected behavior of hyper mart consumers; and eating quality attributes of the pork should receive more attention in order to maintain the local niche market.

並列關鍵字

Black-haired pigs ； Consumer ； Perception ； Purchasing behavior ； Hyper mart