臺灣稻米消費之品種偏好研究

本研究目的主要針對消費者之食米品種別偏好、對農政單位所推廣的良質稻米品種的認知、以及所偏好的食米品種特殊性等項目加以探討。以零售市場所銷售的食米為主，藉由收集國內外文獻，整理和歸納出稻米消費之品種偏好，設計問卷題項。透過網路問卷方式進行問卷收集，總計有效問卷422份。並利用SPSS統計軟體，以統計方法分析消費者對市售食米之品種偏好。本研究發現受訪者只有49.05%在固定地方買米，顯示消費者購買食米地點的忠誠度不高。消費者購買食米的考慮因素依次是品質、產地和價格、品種、品牌，包裝和廣告並非受訪者購買食米的考慮重點。食米有品種別之認知比率高達92.89%。消費者曾購買過的食米品種(複選題)中比率較高者有越光米、台梗9號、台農71號、台中194號，在曾購買的食米品種存在明顯的不同偏好。受訪者最喜歡的品種(單選題)，比率最高的前五名是越光米、台梗9號、台中194號、台農71號、台東30號。受訪者最重視的食米品種特色約有七成認為是口味和軟硬度。另外，食米外觀並非消費者所重視的特色。食米品種特色的認知與性別、年齡層、教育程度呈現顯著的關聯性。絕大部分的消費者在購買食米時，會檢視食米包裝標示，受訪者最重視的是產地標示，其次是品種別，最不重視的是期作別。農政單位所推廣之優良稻米品種在品質、食味、外觀、香氣、黏性和軟硬度等六個特性的認知之檢定，顯示不同性別對品質、食味、外觀、黏性和軟硬度呈現顯著的差異，香氣的認知與性別無關，不同教育程度對品質、食味、香氣、黏性和軟硬度呈現顯著的差異，外觀的認知與教育程度無關。本文的主要貢獻在於消費者之食米品種偏好，由此引申出糧政單位應強化國產品種優勢、新品種普及化、及食米包裝標示規範應更淺顯易懂。業者之行銷應以消費者的需求規劃生產，強化品牌的獨特性，讓消費者產生認同，包裝和廣告應凸顯品質、產地、及品種的特性。

關鍵字

稻米品種；食米包裝標示；稻米品質

並列摘要

The purpose of this study is to focus on consumers' preference for rice varieties, the recognition of good rice varieties promoted by agricultural administration agencies, and the particularity of preferred rice varieties. Based on the rice retail market, the questionnaire items are designed by collecting domestic and foreign literatures, sorting out and generalizingvariety preferences of rice consumption. Through online questionnaires survey, a total of 422 valid questionnaires are collected. And use SPSS statistical software to analyze consumer's preference for marketing available rice varieties by statistical methods. This study found that only 49.05% of respondents bought rice in a fixed place, indicating that loyalty is not high at the place where consumers buy rice.Consumers 'considerations for buying rice are, in turn, quality, origin and price, variety, brand, and packaging and advertising are not the focus of respondents' purchase of rice. The recognition rate of rice varieties is as high as 92.89%. Among the rice varieties that consumers have purchased (multiple answers), it indicated that the higher ratios are Koshihikari, Taiken 9, Tainung 71, and Taichung 194. There are obviously different preferences for the rice varieties that have been purchased. Among the respondents' favorite varieties (single answer), the top five with the highest ratios are Koshihikari, Taiken 9, Taichung 194, Tainung 71, and Taitung 30. The interviewees pay attention most to the characteristics of rice varieties is about 70% think it is taste and hardness. In addition, the appearance of rice is not a feature that consumers value. The recognition of the characteristics of rice varieties is significantly related to gender, age, and education.The vast majority of consumers will check the rice packaging label when they purchaserice. The most pay attention for the interviewees is the place of origin, followed by the variety, and the least important is the crop period. Test consumers' perceptions of the six characteristics of quality, taste, appearance, aroma, viscosity, and hardness of the excellent rice varieties promoted by agricultural administration agencies, showing that different genders have a significant difference on quality, taste, appearance, viscosity and hardness. The perception of aroma has nothing to do with gender. Different education levels have significant differences on quality, taste, aroma, viscosity and hardness, and the perception of appearance has nothing to do with education. The main contribution of this article lies on consumers' preference for rice varieties. From this, it is derived that the food administration agency should strengthen the advantages of domestic varieties, popularize new varieties, and make rice packaging labeling specifications more clearly. The marketing of the industry should plan the production according to the needs of consumers, strengthen the uniqueness of the brand, and allow consumers to generate recognition. Packaging and advertising should highlight the characteristics of quality, place of origin, and variety.