以選擇模型評估消費者對蔬果標章的願付價格之研究

Using Choice Modelling to Value the Willingness to Pay the Labelling of Vegetable Product

莊英達(Ying-Ta Chuang)

指導教授 ： 凃鈺城 ； 黃文星

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

我國推動安全農業採多元輔導方式，以建構完整的安全農業體系，包括吉園圃、產銷履歷、有機農產品三種安全蔬果標章，均有其屬性之差異與區隔。本研究以社經變數及消費者對安全蔬果標章的知覺利益與知覺成本做為市場區隔變數，利用選擇模型評估不同消費者對三種安全蔬果標章的願付價格與購買偏好。
研究結果顯示：以集群分析區分出三群消費者，分別為負面懷疑型、無差別型與正面支持型。負面懷疑型對蔬果認證持懷疑的態度。無差別型對三種標章均持有正面的態度，但對價格較為敏感。正面支持型的消費者對三種標章均持有正面的態度，由選擇模型來看，相對其他兩群消費者較偏好吉園圃、有機認證與產銷履歷，且對有機特別顯著。
全體受訪者對三種認證標章有顯著的偏好，女性消費者對有機認證與吉園圃認證有顯著的需求偏好，家中主要購買者對吉園圃認證有顯著的需求偏好。消費者認為食用有機蔬果確實能獲得健康方面的利益，也分別對有機蔬果的口感，與對環境的保護表示贊同。全體受訪者對於有機、吉園圃與產銷履歷標章的願付價格分別為31.6元、29.3元與13元，其中以有機認證的願付價格最高。正面支持型的消費者，對於有機認證的願付價格為44.7元，而吉園圃認證的願付價格為39.7元，也有著相當高的願付價格。女性消費者對吉園圃認證的願付價格為39元，高於其他兩種標章。家中主要購買者對吉園圃認證的願付價格為32.8元，也高於其他兩種標章。所得五萬元的家庭，對於有機認證的願付價格為34.8元，而吉園圃認證的願付價格為32.9元，較七萬元與九萬元的家庭都高，顯示所得愈高對蔬果標章的願付價格反而愈低。認同有機蔬果不施用農藥，與化學肥料的栽培方式的消費者，對有機與吉園圃的願付價格分別為48.3元與49.3元。同意與非常同意有機蔬果具有良好口感的消費者，對有機與吉園圃的願付價格分別為76元與64元。對產銷履歷、有機及吉園圃有所疑慮的消費者，顯然對三種標示的願付價格顯著偏低，分別為9元、31元與13元。

關鍵字

蔬果標章 ； 知覺利益 ； 選擇模型 ； 願付價格 ； 知覺成本

並列摘要

Gap, Organic and Traceability, there is different interests attribute among the three, this research wants to direct against different interests and cost attribute, attempt to find out the markets of goal of three kinds of Labelling of Vegetable Product. This research utilizes cluster to analyze and choose the model, assessing different consumers will mark willingness to pay the three kinds of Labelling of Vegetable Product, with buying having a partiality for of the Labelling.
The result of study reveals: Analyze that distinguishes out three groups of consumers with cluster, respectively for negative suspecting type, indifference type with the positive supporting type. Hold the attitude suspected to the vegetables authentication of fruit in negative suspecting type. Holds the positive attitude to three kinds of Labelling of Vegetable Product, but have higher sensitivity to price in indifference type. The consumers of the positive supporting type hold the positive attitude to three kinds of Labelling of Vegetable Product, chosen the model to come to look, relatively two groups of other consumers relatively have a partiality for the Gap, Organic and Traceability, and to especially showing organically.
All interviewee mark to three Labelling of Vegetable Product have apparent partiality, women consumer have apparent demands to have a partiality for to Organic and Gap, the main buyer has apparent demands to have a partiality for to the Gap ground in the family. Consumer think eat organic fruit vegetables really can obtain interests of health, to the tasty of the organic fruit vegetables separately too, with agreeing on protection of the environment. To Organic, GAP and Traceability to willingness to pay price $31.6, $29.3 and $13 Labelling of Vegetable Product ground all interviewee, among them it is highest to willingness to pay prices by Organic. Positive consumer of person who support, as to to willingness to pay price $44.7 Organic, and Gap willingness to pay price $39.7, there is quite high willingness to pay prices too. Willingness to pay prices to Gap ground of women consumer is $39, higher than two kinds of other Labelling of Vegetable Product. House main buyer willingness to pay to Gap price $32.8, higher than other two Labelling too. Income $50000 of families, as to to willingness to pay price $34.8 Organic, and Gap willingness to pay price $32.9, and $70,000 of families high than, reveal income to be high to Labelling of Vegetable Product. to willingness to pay for price to be instead the lower Labelling of Vegetable Product.

並列關鍵字

Choice Modelling ； Willingness to Pay ； Perceived Costs ； Perceived benefit ； Labelling of Vegetable Product

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