臺灣茶油產業發展之研究－以北部地區為例

歷經多次食安風暴後，食品安全議題受到民眾廣泛的關注。而且，面對逐漸進入超高齡化的社會，養生和休閒觀念已蔚為風行。因此，茶油產業在臺灣頗具發展的潛力。因為茶樹多屬零星種植，加上銷售管道不大，另外面對大陸油茶籽大量進口，與民眾常擔心買到品質不佳的茶油，皆是現階段臺灣茶油產業發展所面臨的問題。本研究以國產茶油產業的發展策略為主要目的。為了釐清臺灣茶油產業發展之變化趨勢與型態，透過新聞報導內容分析法，研究自1951年到2017年共67年的報導，發現「食農食安」與「保健療效」的內容，最常被人們加以探討。接著採用SWOT模式，就茶油產業的優勢、劣勢、機會與威脅進行量化分析。再透過深入訪談的質性研究，以有系統地檢視茶油產業狀況。研究之區域以客家地區占多數，主因是其環境適合油茶種植。並應用模糊德爾菲法和層級分析法，借助專家共識取得各項指標的權重，遴選出茶油產業發展的重要指標。另外，以臺灣北部地區民眾作為調查母體，進行系統抽樣問卷調查研究。並根據計畫行為理論，建構茶油消費者行為模型，以有效預測及解釋消費者的購買行為，分析模式中影響消費者購買的因素。最後，我們探討茶油的社會生命轉型，以突顯茶油的「物的社會生命」。透過茶油的物性轉變、符號價值、品質治理、對抗全球化，以及另類農糧食物網絡等過程，將臺灣茶油的社會生命史分為四個階段。並進一步探討每個階段，在政治經濟作用力影響下，傳統茶油產銷模式與產品角色，以及符號意義與物性變化。期能提高不同產銷網絡的產品品質，增進其產品價值，為將來產業發展提供指引方向。

關鍵字

食品安全；茶油；產業發展；計畫行為理論；社會生命

並列摘要

After the Gutter oil incident, food safety has received much more public attention. Furthermore, in our aging society, health regimens and lifestyle are all the rage now. Therefore, there is great commercial potential in Taiwan Camellia oil industry. Sporadic cultivation of Oiltea Camellia trees, limited distribution channels, camellia seeds imports from Mainland China, and poor quality Camellia oil products on the market are all the issues in Taiwan Camellia oil industry. The purpose of this study is to discuss the Camellia oil development strategies in Taiwan. In order to construct camellia oil industry changing trends and patterns in Taiwan, through the content analysis of 67 years’ news media articles from 1951 to 2017, we find that “food and food safety” and “health effect” are the key issues in the development of Camellia oil industry. This study uses the SWOT model to analyze the strengths, weaknesses, opportunities and threats of Camellia oil industry. For qualitative research, in-depth interviews are conducted to systematically explore Camellia oil industry situation. Hakka area is the mainly research region, because the environment is suitable for planting Camellia oleifera. The important indicators for the development of the Camellia oil industry are selected by the fuzzy Delphi method and the hierarchical analysis method, and the weights of various indicators are obtained by means of expert consensus. We conducted a questionnaire survey by systematic sampling from the population in northern Taiwan. A camellia oil consumption behavior model was then built through the Theory of Panned Behavior (TPB) for effectively explaining or predicting the purchase behavior of consumer camellia oil products. To highlight the "social life of things" of Camellia oil, we take the life history perspective for exploring the social life transformation of Camellia oil. Depending on the Camellia oil transformation process of materiality properties, symbolic value, quality convention, counter globalization, and alternative agro-food networks (AAFNs), this study divides the social life history of Taiwan Camellia oil into four stages. In each stage, under the influence of political and economic forces, we further discussed the traditional production and marketing modes, product roles, and symbolic meaning and materiality changes of Camellia oil. Finally, we point out the general direction of Camellia oil industry future development and hope to enhance product value by improving and exploring different production and marketing networks.