臺灣消費者對果品的消費行為之研究

臺灣2016年果品產值占農產品產值比例為35.8%，生產概況上為種植面積逐年下降、產量增幅趨緩，而產值卻有顯著成長，2002年至2016年成長幅度高達76%，此外，自2002年加入世界貿易組織後，台灣的水果貿易逆差逐年上升，其中2015年及2016年水果貿易逆差成長幅度高達22.5%，再加上社會經濟的轉變以及生活品質的提升，有諸多消費者願意購買高單價的進口果品，可能排擠對國產果品的消費，且近年來通路型態更加多元化，許多果品通路業者紛紛尋求果品行銷策略，因此本研究將探討台灣六都消費者購買果品之行為及認知，並分析不同族群消費者的特性，提供相對應的行銷策略。實證結果顯示，整體購買果品之受訪者多為女性、平均年齡為40.3歲及教育程度為大學(專)以上為主，受訪者之購買果品經驗多為平均2-3天購買一次、每次平均消費金額為200-400元，且主要購買通路傳統市場及水果專賣店，大多數受訪者認為國產果品與進口果品無差別，對於果品偏好排序為新鮮度、價格合理性、品質及口感等。再進一步透過集群分析可依消費者對果品的認知因素，值得注意的是「重視果品價格及果品品質」之消費群以男性、平均年齡較高、多居住於北部地區，且最常購買的通路為水果專賣店、傳統市場及超市，此族群大多數受訪者認為國產果品與進口果品無差別，而「重視果品產銷履歷」以退休、網拍業者及醫療居多，且大多數偏好國產果品。此外，「願意再次使用電商平台購買果品」之消費群以30歲以下男性、居住於北部地區且偏好進口比例較高。年長者多於傳統市場及水果專賣店購買果品，且多在乎果品價格、品質及產銷履歷等偏好，而年輕人多於超市或電商平台購買果品，且大多對於國產果品或進口果品較無明顯偏好，因此可以建議傳統通路多加強產銷履歷等相關資訊，超市及電商平台業者與農民團體等合作，進而強化國產果品的推廣，提升消費者對國產果品之忠誠度。此外，近期政府也積極推廣電商平台的發展，根據本研究顯示，消費者使用電商平台購買果品考量因素除品質及價格外，更注重水果新鮮度及安全性，因此除強化網路行銷外，也應注重低溫宅配技術及果品資訊詳細揭露，讓消費者更安心。

關鍵字

果品認知；集群分析；市場區隔理論

並列摘要

The production of Taiwanese fruit industry has changed, the planning area has decreased from year to year and the growth of output quantity slowed down. However, the output value has significant growth, and the growth rate of output value is 76% from 2002 to 2016. Since Taiwan participated in World Trade Organization in 2002, the trade deficit of the fruit in Taiwan has gradually increased. Take 2015 and 2016 as an example, the trade deficit of fruit in Taiwan has reached the level of 22.5%. Combined with the growth of economy and the quality of life, more and more consumers are willing to pay more buying imported fruits, and that may reduce the consumption of domestically produced fruit. In recent years, the marketing channel are more diversified and many providers are seeking to find out better marketing strategy, so this study will focus on the fruit consumption behavior and perception of consumers in six major cities in Taiwan, analyzing the characteristic of each group of consumer, providing suitable marketing strategy. The result shows that most of the fruit purchaser are female, and the average age is 40.3 years old with higher degree. The interviewees usually purchase fruit every 2-3 days, spending 200 to 400 dollars each time, and the main place for purchasing fruit is the traditional market and fruit stores. For most of the interviewees, there is no difference between domestically produced fruit and imported fruit, and if we rank the preference factor for consumers, the most important factor is freshness, and then it goes on reasonable price, quality and taste. After analysis the factor of consumer’s perception with Cluster analysis, the result found out that the group which “Emphasizing the price and quality of fruit” are grouped by elderly male mostly lived in northern Taiwan, and they usually purchase their fruit at fruit store, traditional market and supermarket. This group of people believe that there is no difference between domestically produced fruit and imported fruit. The group which “Emphasizing Traceability” are formed by retired, webgrapher and medical staff. These people usually prefer domestically produced fruit. “E-commerce platform user” are usually grouped by under 30-year-old male who lives in Northern Taipei. These people usually prefer imported fruit. Elderly people usually purchase fruit at traditional market and care about the price, quality and traceability. However, young people tends to purchase fruit at supermarket or e-commerce platform, and from their point of view, there is no difference between domestically produced fruit and imported fruit, so the author suggest that the traditional channel should improve the traceability. The supermarket and e-commerce industry should cooperate with farmer’s association, promoting the domestic produced fruit and improving the royalty of consumers. In recent years, the government tried to promote the development of e-commerce platform. According to this study, when consumer purchasing on the e-commerce platform, they putting more emphasis on freshness and safety more than quality and price. Apart from strengthening the online promotion, e-commerce manager should try to reveal the information of low-temperature delivery technology and the detailed information of fruit so that the consumers can make sure the safety of the product.