消費者對豬肉產銷履歷產品資訊偏好之研究

A study of consumer preferences for information on Taiwan’s pork traceability system

王得丞(Te-Chen Wang)

指導教授 ： 陳彥匡

國立臺中科技大學/商管學群/流通管理系碩士班/碩士(2009年)

摘要

隨著國際間食品安全事件的發生，各國政府為了提升消費者信心及確保飲食安全，紛紛實施農產品產銷履歷制度。產銷履歷制度實施的目的為提供農產品從原料、生產、運輸及販售等各階段詳細資訊，以作為消費者購買時資訊蒐集之依據。然而，從文獻探討中發現，當消費者面臨過多資訊時，將會造成無法評估、判斷進而影響購買決策。
本研究根據相關文獻，將產銷履歷的效益分為「食品安全」、「食品品質」、「食品信任」三個相依構面，並以德爾菲法（Delphi method）和詮釋結構模式（Interpretive Structural Modeling, ISM），區分十七項履歷資訊屬性和確立構面的相互關聯性，再以分析網路程序法（Analytic Network Process, ANP）找出消費者對於履歷資訊的偏好，期待是否提高購買意願。
豬肉向來為國內大宗消費肉品，在2007年產值比重達45.75%居畜牧業產值之冠，亦是目前市面上最為普遍之產銷履歷農產品。因此，本研究以豬肉為對象，目的在於找出消費者對於豬肉產銷履歷產品的資訊偏好，期待是否提高購買意願；另一方面也提供日後政府及業者加強規畫設計，以消費者為偏好的履歷資訊。

關鍵字

產銷履歷 ； 食品安全 ； 食品品質 ； 食品信任 ； 德爾菲法 ； 詮釋結構模式 ； 分析網路程序法

並列摘要

Purpose – Traceability system can provide detailed information on food origin, processing, transfer, and distribution, etc. The information reported on the labels can be considered as an instrument to improve consumer trust and perception of food safety and quality. On the other hand, information overloading will waste consumer time on information processing when they purchase food. Thus, it is important to understand the kind of information that consumers are really interested in. As a result, this study addresses the issue on consumer preferences for traceability information in Taiwan’s pork sector.

Design/methodology/approach – Consumer preference for information on the traceability system is evaluated by its improvements on consumer perception of food safety, quality and trust. The analytic network process (ANP) is used for the multi-criteria evaluation. Since there is interdependence among the three criteria, interpretive structural modeling (ISM) model is used to identify the relationship among them. In the case of pork sector, traceability information is identified by 17 attributes from literature. Using a system of pairewise comparisons, the weights (consumer preferences) of the attributes standing for traceability information in the hierarchy can be measured.

Findings – The results from this study indicate consumer-preferred information for pork traceability system, such as the feeding, medication, antiparasitic, slaughtering date, operating environment.

Research/Practical implication – The research provides government and industry the way to strength the usefulness of the pork traceability system.

Originality/value – This study would be a pioneer in investigation of consumer preference for information on the traceability system by means of ANP.

並列關鍵字

Traceability ； Food safety ； Food quality ； Food trust ； ISM ； ANP

參考文獻

Choe. Y. C. Park. J. W. Chung. M. R. & Moon. J. h. (2008). Food Traceability System in Korea: Situation and Outlook.

陳虹遐（2003）。應用分析網路程序法於液晶電視之生態效益評估，國立成功大學工業設計所碩士論文，台南。

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