- 學位論文
食品安全標章願付價值之研究:以小包裝米為例
A study on the willingness to pay for food safety certification label: A case study of small packaged rice
摘要
食品安全對人的健康和生活很重要，同時也會影響到整個國家的經濟和形象。在國際上有很多不同的食品安全標章，像是危害分析與重要管制點(Hygiene Codes, Hazard Analysis Critical Control Point, HACCP)和ISO 22000。然而近年來在台灣發生許多食安問題，人民也對食品安全有更多的疑慮和不信任。過去的研究指出，當消費者不清楚產品品質時，產品上是否有可信任的食品安全標章會影響對消費者的認知和需求造成影響。因此，本研究目的為應用因素分析法(Factor Analysis, FA) 萃取出消費者對食品安全的認知因素，再利用集群分析法(Cluster Analysis, CA) 劃分出不同類型的消費者群體，再進一步利用交叉分析法探討不同集群在社經背景和購買考量間的情形，最後運用條件評估法(Contingent Valuation Method, CVM)，設定關於食品安全標章假設的情境且建立理論模型，以評估食品安全標章的願付價值並且分析影響願付價值的因素。 研究結果發現，WTP的估計結果以，性別、教育程度、購買行為特質(購買地點)、驗證認知構面、健康認知構面為會影響受訪者WTP的變數。 另外，建立假設性市場的平均WTP的為1311.07元。
並列摘要
Food safety is vital for public health and substantially influences a country’s economic development and international reputation. Many internationally acknowledged national systems are currently available for ensuring food safety, such as hygiene codes, Hazard Analysis and Critical Control Point (HACCP), and ISO 22000. However, in recent years, food quality in Taiwan has encountered many problems, and the public questions and mistrusts food safety. If consumers are not clearly aware of the product quality, their cognition and demands can be influenced by the credibility of the food safety certification label. Therefore, this study extracted the factors of consumers’ cognition of food safety through factor analysis, classified the respondents into groups through cluster analysis, investigated the relationship between clusters and socioeconomic backgrounds and buying behavior through cross-analysis, evaluated the economic value through the contingent valuation method, and analyzed the factors that influence the willingness to pay (WTP) under the hypothesis program of food safety certification. Variables such as sex, education level, buying behavior (i.e., place of purchase), certification cognition, and health cognition were found to affect the WTP. Moreover, the mean WTP in the hypothetical markets was NT$1311.07.