消費者倫理與豬肉產銷履歷衍生之信任感和知覺品質對消費意願與願付價格之影響

在臺灣，豬肉是非常普遍且消費量大的肉品。隨著經濟發展，為了順應國人對食品安全、環境保護與友善飼養等議題的日漸重視，農委會於2004年推動產銷履歷制度。本研究於是從豬肉市場的角度，探究消費者因產銷履歷制度而產生的信任感與知覺品質，以及其自身的消費者倫理，對豬肉製品消費意願與願付價格的影響。本研究同時亦分析，此消費意願與願付價格因消費者人口特徵之不同而產生的差異。本研究採量化與質性研究方法並行，一方面以有食用及購買豬肉的消費者為研究對象，應用網路問卷收集643份有效樣本，進行統計分析；另一方面則以肉品品牌經營者為對象，針對量化研究結果提出三個待釐清的問題以進行專家訪談。量化調查的研究結果顯示：影響豬肉消費意願的正向因素依序包括有：因產銷履歷標章所產生的「能力信任感」、「正直信任感」、「外在屬性」知覺品質，和「重視環保」的消費者倫理。而「內在屬性」知覺品質和「社會責任」消費者倫理這兩項因素，會抑制豬肉的消費意願。此外，「內在屬性」之知覺品質、「重視環保」的消費者倫理，以及每月可支配的金額，是影響豬肉願付價格的三大正向因素。研究結果亦顯示，每月可支配金額越高者，越願意付出高額價格，去購買其所需的高品質豬肉製品。在質性的專家訪談方面，影響消費者購買豬肉的願付價格，首重產品本身的品質與特性，其次是定價、認證標章、品牌、販售環境、購買方便性、消費者倫理，與消費者本身的特性等。至於消費者倫理的概念，未必能影響消費者的願付價格，但對購買意願有極大的影響。而在品牌方面，品牌形象確實可以提升消費意願與願付價格，但其建立需要時間。肉品品質的嚴格控管是成功關鍵，未來品牌的影響力將會越來越大。

關鍵字

知覺品質；信任感；品牌；消費者倫理；消費意願；豬肉產銷履歷制度；願付價格

並列摘要

In Taiwan, pork is a commonly consumed meat product. Along with economic development, to comply with the increasing attention to food safety, environmental protection and friendly breeding concerns, the Council of Agricultural has promoted the traceability system since 2004. This study examines the impact of consumer ethics, consumer trust and perception quality resulting from the traceability system on consumption intention and willingness-to-pay for pork products. We also analyze the differences in consumption intention and willingness-to-pay caused by various consumer demographics. This study adopts both quantitative and qualitative research methods. On the one hand, consumers who have eaten and bought pork are the research target in this study, and 643 valid samples are collected using an online questionnaire for statistical analysis; on the other hand, it is based on meat brand operators. As the object, three questions to be clarified are proposed for expert interviews based on the results of quantitative research. The results of the quantitative survey revealed that the positive factors influencing pork consumption intention are as follows: the perceived ability to trust, perceived integrity, external attributes of perceived quality, and consumer ethics of environmental protection. By contrast, the intrinsic attributes of perceived quality and social responsibility of consumer ethics were found to restrain pork consumption intention. In addition, the intrinsic attributes of perceived quality, consumer ethics of environmental protection, and monthly amount of disposable income were the three positive factors affecting willingness-to-pay for pork products. Finally, the higher the amount of disposable monthly income, the more willing consumers were to pay a high price to buy high-quality pork products. Regarding qualitative expert interviews, influencing consumers’ willingness to pay for pork, the first priority is the quality and characteristics of the product itself, followed by pricing, certification marks, brands, sales environment, convenience of purchase, consumer ethics, and the characteristics of consumers themselves, etc. As for the concept of consumer ethics, it may not affect consumers’ willingness to pay, but it greatly influences their purchase intentions. In terms of branding, brand image can increase consumption intention and willingness to pay, but its establishment takes time. Strict control of meat quality is the key to success, and the influence of the branding would become greater in the future.