聯合分析法應用於消費者對小包裝米屬性偏好之研究

市面上小包裝米市場競爭激烈，為了在如此艱難的市場環境中獲得消費者青睞，開發出符合消費者需求之產品是非常重要的。每項產品均包含多樣的產品屬性所組成，依本研究探討關於消費者對小包裝米之產品屬性偏好來看，小包裝米產品屬性多樣，如產區、米種類、認證標章、CNS等級、包裝、耕作方式、價格、重量規格等產品屬性及其水準不同，所組成的小包裝米產品組合也不同，也因消費者個人喜好，對不同的產品屬性組合也會有不同的偏好，進而影響消費者購買行為，然而消費者對小包裝米屬性水準之重視程度又會是如何？本研究以聯合分析法分析消費者對小包裝米之產品屬性偏好，將小包裝米之產品屬性分為產區、米種類、認證標章、CNS等級、包裝、耕作方式、價格、重量規格共八項。運用聯合分析法來調查消費者對小包裝米之產品屬性偏好的個別影響度，找出消費者滿意度最高的小包裝米產品組合及其屬性偏好，提供相關業者在推出小包裝米產品時作為參考依據。

關鍵字

小包裝米；聯合分析；產品屬性

並列摘要

There is fierce competition in the small-packing rice market. In order to gain consumers' favor in such a difficult market environment, it is very important to develop products that meet consumer needs. Each product contains a variety of product attributes. According to the consumer preference for small-packing rice products discussed in this study, the small-packing rice products have various attributes, such as production area, rice type, certification mark, and CNS grade. Different product attributes and levels, such as packaging, farming methods, prices, weight specifications, etc., result in different combinations of small-packing rice products. Consumers also have different preferences for different product attribute combinations due to personal preferences. Affect consumers' buying behavior, but how much will consumers attach to the attribute level of small-packing rice? This study uses a conjoint analysis method to analyze consumers’ preference for the product attributes of small-packing rice, and divides the product attributes of small-packing rice into production areas, rice types, certification marks, CNS grades, packaging, farming methods, prices, and weight specifications. Eight items. Use the conjoint analysis method to investigate the individual influence of consumers on the product attribute preference of small packing rice, find out the product combination and attribute preference of small-packing rice with the highest consumer satisfaction, and provide the relevant industry as a reference when launching small-packing rice products.