- 學位論文
應用聯合分析法於產銷履歷資訊偏好之研究
The Research of Applying Conjoint Analysis to the Traceability Information Preferences
摘要
食品安全議題已備受各界所關注，全球許多國家因應食品安全事件的發生與進口國家之貿易需求，紛紛導入產銷履歷制度，藉由食品的追蹤與追溯，確保食品的來源與安全性，以及提升食品的競爭優勢。產銷履歷所提供的是資訊價值，過去文獻指出食品標籤傳達消費者導向資訊的重要性，然鑑於我國在產銷履歷制度的推動上，政府鮮少關心消費者的需求態度，故本研究以消費者需求之觀點，並就政府目前提供的產銷履歷資訊為基礎，同時考量政府目前尚未提供之資訊，探討消費者對產銷履歷的資訊偏好。 本研究以豬肉為食品標的，從「豬-台灣良好農業規範」與「台灣農產品 安全追溯資訊網」中歸納出36種資訊項目，透過敘述性統計分析評估消費者資訊項目之偏好；同時為了克服資料蒐集之困難，本研究將36種資訊項目分類為業者基本資料、作業流程資訊、豬隻健康資訊、飼料、消毒劑、治療藥物來源資訊及認驗證資訊之資訊屬性，另加入食譜及促銷活動之加值資訊，以效用之觀點，採用聯合分析法並透過二項羅吉特模式之參數校估，衡量資訊屬性之資訊價值。另鑑於食品標籤是業者廣為用來進行風險溝通之工具，故本研究亦探討產銷履歷資訊能否提升消費者在豬肉食品知覺風險上的信賴。 本研究結果得到總體與分組樣本消費者對豬肉產銷履歷「資訊項目」和「資訊屬性」的偏好及偏好型態。其中認驗證相關之資訊項目普遍受總體與分組樣本消費者所關注；而豬隻健康與飼料等來源之資訊屬性對消費者而言有較高的資訊價值，願付價格分別為17.14元和12.38元。此外，產銷履歷資訊可提升消費者在生理風險和社會風險上之信賴感，然無法提升消費者在績效風險上之信賴感。本研究實證結果可做為施政單位與業者產銷履歷資訊平台的整治及行銷方案擬定之參考。
並列摘要
The food safety issues have been concerned by the public. Because of the happening of the food safety event and the international trade demand of the import countries, worldwide countries start to use the traceability system that can track and trace the food to ensure the source and safety and enhance the competitive advantage. The information value can be provided by the traceability, and the literatures indicate that the food labeling convey the importance of consumer-oriented information. In view of the fact that government rarely care about consumer demands when promoting the traceability system, we discuss the consumer preference for the traceability information from a consumer demand perspective based on the traceability information provided and unprovided by the government. We use the pork as the food object, and use the descriptive statistics to analysis and estimate the preferences of 36 kinds of consumer information items which are concluded from Pork-Taiwan Good Agricultural Practices and Taiwan Agriculture and Food Traceability. In the meantime, for overcoming the difficulties of data collection, we classify these 36 kinds of consumer information into following attributes: information of supply chain members, operating process information, the health information of pigs, feed, disinfectant, source information of medicine, and qualification information. We also add value-added information such as recipe and promotional activities. We adapt conjoint analysis and binary logit model to estimate and evaluate the value of information attributes from a utility perspective. In addition, due to the fact that food labeling has been used as a risk communication tool, we also discuss if the traceability could increase the consumer trust in perceived risk of pork. The results of this study obtain the general and group sample of consumer preference and preference patterns for information items and information attributes of pork traceability. Among the entire information item, qualification information has been concerned by both general and group sample consumer and the health information of pigs and feed source has higher information value to the consumer, the WTP is 17.14 and 12.38 respectively. Besides, the traceability can increase the consumer trust in physical risk and social risk, but do not increase the consumer trust in performance risk. The results of this study can be the reference for policy unit, and retailer regulating the traceability information platform and planning the marketing programs.