以消費者偏好建構食品履歷標籤資訊內容

Filtering the Information Cues on Traceability System by Analytic Network Process for Taiwan’s Milk Labels

劉秉儒(Ping-Ju Liu)

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)

https://doi.org/10.6826/NUTC.2009.00033

摘要

各國政府為了恢復消費者信心，紛紛導入了食品履歷制度，然而這政策上的美意，似乎未受到消費者青睞。本研究從文獻探討中發現，過多的資訊會迷惑消費者的採購決策，產生了資訊過載的現象。而食品本身的低涉入性，也可能是降低消費者使用食品履歷意願的原因之一。
根據文獻探討，本研究將消費者所認知的食品履歷定義為「食品品質」、「食品安全」與「食品信任」三個構面，並藉由德爾菲法（Delphi method）專家問卷，區分牛乳食品履歷屬性。從文獻中可以結論出，食品品質與安全具有相依性，因此本研究透過詮釋結構模式（Interpretive Structural Modeling, ISM）與ANP（Analytic Network Process）評估食品履歷的資訊屬性。
牛乳除了為大眾所認知的營養補充品之外，也是目前衛生署推動的「加工食品追溯網」中的示範對象，因此本研究以牛乳為研究對象。依據消費者偏好推薦食品履歷之產品屬性，除了讓消費者更能接觸到食品履歷外，也可提供廠商重新思考商品製程的改良方向，更可以據此當作行銷重點，打破履歷僅能做為紀錄的傳統思維。

關鍵字

食品履歷 ； 食品標示 ； ANP

並列摘要

Purpose –Food traceability would improve consumer trust as well as perception of food safety and quality. Unfortunately, it was seldom to use when consumers purchase food for lack of inconvenience in access to the traceability system (indirect information). In order to improve the efficiency and effectiveness, this study would like to determine the information cues in the traceability system that consumers are really interested in, and recommend for the food Labeling (direct information). A case of Taiwan’s milk sector is presented to demonstrate the proposed method.
Design/methodology/approach –the information cues consumers interested in are presumed to be comparable according to the information values of food safety, quality and trust. The analytic network process (ANP) is used for the multi-criteria comparison. 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 milk sector, the information cues are taken from the mandatory items in Taiwan Food Traceability System (TFTS). Using a system of pairwise comparisons, the weights (consumer preferences) of information cues could be measured, ranked, and filtered for the food Labeling.
Findings –In the milk case, the most attractive information cues to consumers are “aerobic count, coliform and E. coli”, “veterinary drugs residue”, “somatic cell count”, “storage/transport temperature” and “sterilization temperature”.
Practical implications – The study provides a way to change indirect information on food traceability into direct information on the food label that would be useful to better customer perceptions of food safety, quality, and trust.
Originality/value – This would be an initial study of the information filtering for milk traceability and Labeling by means of ANP.

並列關鍵字

Traceability ； Labeling ； Delphi ； ISM ； ANP

參考文獻

李靜華（民91），台北市青少年對食品標籤的知識、態度、及其相關選購行為研究，國立台灣師範大學家政教育系碩士論文。

陳虹遐（民93），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研究所。

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