- 學位論文
都會區消費者對於山藥消費決策之研究
The Making-decision of Meteropolitan Consumer of Yam in Taiwan
摘要
由於國民所得提高，國民消費習性改變，農業單位嚐試將藥用植物－山藥，引進到國內果菜市場，除增加消費者對於蔬菜有多一份選擇外，更可以增加台灣農民收入，但是這幾年山藥產業經營管理，所獲得的效果並不理想，南投民間地區由全盛期500公頃到現在（2005年）144公頃，究竟消費者面臨山藥農產品，所做的消費抉擇為何？有何策略可提升台灣山藥產業的競爭力，是本文所探討的主題。 消費者的消費決策包括需求認知階段、資訊蒐尋階段、購前方案評估階段、購買階段、消費階段、購後行為評估階段與消費後處理階段。利用問卷與消費者深度訪談等方式，分析比較各種影響消費者的消費決策因子，進而提供山藥產業經營方向之參考。研究結果發現如下： 消費者對於山藥選購仍以藥膳、食補為主，對於山藥品種較無深刻瞭解，對於日本山藥較為偏好，國內山藥仍以紅薯較為消費者喜好。 台北縣三芝鄉結合山藥種植，規劃山藥休閒季，不但可以增加地方收入，還可以提供國民休閒旅遊、觀光等多用途目的。
並列摘要
Due to the increase of national income, people start to change their habit of consumption, leading ahead towards the selection of healthy foods. For this reason, agricultural units recently attempt to introduce an ideal sort of healthy food, Yam ,into the domestic market with the purpose of adding alternatives as well as incomes of the farmers. However, the result of the introduction was unsatisfactory as throughout the years, the planting area has been decreased from 500 acres to 144 acres (with the data of the year of 2005). For this, we have to explore the reason, answering what are the decisions of consumers? Is there any strategy to promote the competitiveness of Taiwanese Yam? Answers of all these questions constitute an essential part of this paper. The paper adopts the following approach which further divides the consumers’ decisions into the various stages in sequence: the demand of recognition, the collection of information, pre-buying evaluation, stage of purchase, stage of consumption, stage of divestment. With the methods of questionnaires and interviews, the study analyzes and compares all divergent decisions influencing consumers’ decisions of purchasing Yam, thinking the possibility of proposing a direction for the later development and management of Yam in the Taiwanese market. The results discovered by this study are: The domestic consumers of Yam prefer still the Japanese products and the major way of consumption are cooking for health. Generally speaking, the different brands of Yam remain unknown for the domestic consumers who are keen to select domestic Red Yam.