本研究以聯合分析為主要研究方法,將此技術應用於市售包裝米產品之屬性結構上,其目的是瞭解消費者對其各屬性之決策過程中的偏好狀況及產品潛在價值的貢獻。研究上考量了成年消費族群在選購包裝米時較偏好的屬性和水準,分別是米類品種的粳米和秈米;價位為每公斤約60、75、90、105元;產地為西部和東部;認證為有、無認證。由聯合分析所獲得的相對屬性重要性做為集群分析的分群準則變數,可獲得三群不同偏好屬性的消費族群,並利用聯合分析所得到的估計成份效用值來檢定平均數差異,可獲得這三群所著重的屬性水準,分別是第一群較重視價格,此群較偏好價位約每公斤90元;第二群較重視認證與否,此群較偏好有認證;第三群較重視米類品種,此群較偏好粳米。
The main research method of a study is the conjoint analysis. The method is applied to the purchase decision on packaged rice for adult consumers. In this study the attributes of packaged rice and their levels being considered are: the polished round-grained rice and the polished long-grained rice of the rice type, NT60, NT75, NT90, and NT105 per kilogram of the price, with the certificate and without the certificate of the certification, and the western part and the eastern part of the place of origin. The relative importance of attributes obtained from the conjoint analysis is applied to the cluster analysis as a clustering criterion for adult consumers. The result yields three different clusters of the consumers on the attribute preferences. Also, the test of the cluster means of the part-worth estimates obtained from the conjoint analysis gives the preference on the levels of the attributes for each cluster. The characteristics of the preference of the three clusters are, respectively, NT90 of the price, with the certificate of the certification, and the polished round-grained rice of the rice type.