摘要
現代人越來越重視健康，其一年的商機即高達二百五十億元，其中精類食品一年的市場約有二十億元。故此對於雞精消費之潛在市場開發，業者除欲極力擺脫雞精於特殊時機（如考試、補充體力、生病等）才飲用之刻板印象外，並積極塑造雞精成為適合每天飲用的食品。然各品牌雞精產品皆有所差異，而所謂消費者對於雞精的各項特徵其重視程度為何呢？此乃激發本研究的最大動機。 本文參酌前人之研究，以Lancaster（1966）的特徵消費理論及CGCM模型(consumer goods characteristic model)作為理論基礎，並區分為營養素特徵、感觀特徵與品牌等三類加以探討，其中相關資料蒐集則取自台灣地區2000-04年間。至於實證推估，先以SPSS（Statistical Package for the Social Science）線性迴歸分析其各項特徵之顯著程度，再採用一般化的box-cox函數轉換法，且為避免資料上可能有異質性的現象，故再以最小平方法推估雞精的特徵價格方程式。 而本研究所得到的結論如下：（1）營養素特徵之邊際價格中以蛋白質為最高其每100cc之隱含價格為26.4元，最差為脂肪-3.49元。（2）感觀特徵中ISO標章9.76元最高，而添加物的多寡和與便利性相關之型態其隱含價格則為負。（3）品牌中則以大成鹿野為最高白蘭氏次之。（4）消費者於選購雞精時其對於各特徵之重視比前三項分別為營養素53.2﹪、品質標章27.16﹪及型態14.21﹪。（5）就現有市場（2004年）之雞精售價與標準化雞精之隱含價格相比較，偏高1元。
並列摘要
Health is paid much more attention to by modern people than before, and the value of its business opportunities for each year is up to NT.$ 25 billions, of which a year of market sales for essence food is about 2 billions. Therefore, with respect to potential market development of chicken essence, food businesses actively try to make chicken essence everyday food suitable to drink as usual, not only drinking during particular time such as for examination, supplement of physical strength, and illness, etc.. However, there are a large number of differences among various brands of chicken essence products, and how do consumers value each characteristic of chicken essence？ This is the primary motive for this research. This document refers to “Consumer Goods Characteristic Model” by Lancaster（1966）as the theory base and divides into three categories for exploration among which relevant data is obtained during the years of 2000-04 in Taiwan area. As to the evaluation of substantial evidences, apparent level of each characteristic can first be analyzed using SPSS（Statistical Package for the Social Science）, and price equation of chicken essence can then be evaluated in the least square by using common box-cox SPSS（Statistical Package for the Social Science）to avoid the potential heterology phenomenon on data. The conclusion obtained by our graduate school is as follows: （1）Among marginal prices of nutrition characteristics, the price of protein is the highest, implied prices of which is NT.$26.4 for each 100cc, and fat’s is the least, NT.$ -3.49（2） Of sensory characteristics, the standard requirement of ISO, NT.$ 9.76 is the highest, and the implied prices of amount for additives and types relevant to convenience is negative.（3） Among brands, the first is Da-Cheng-Lu-Yei（大成鹿野）, and the second Bai-Lan-shi（白蘭氏）.（4）When selecting and purchasing chicken essence, the percent rates of consumers’ preference for the three item mentioned above are nutrition is 53.2, standard requirements of quality is 27.16﹪and then brand is 14.21.（5）The comparison between chicken prices for sales in the current market （2004）and standardized, implied prices of chicken essence, is higher by NT.$ 1.