不同都市化程度消費者對豬肉消費與CAS標章認知之研究

都市的發展程度與消費行為存有密切的關係，不同都市發展程度會影響消費者的認知與消費行為。以往消費行為之研究大都偏向於大都會區消費者，鮮少探討中小型都市。因此，本研究擬以不同都市化程度消費者為研究對象，比較他們之間的豬肉消費行為差異。研究範圍以台北市（院轄市）、台中市（省轄市）及朴子市（縣轄市）消費者，採隨機抽樣調查，並應用敘述性統計分析、卡方分析及變異數分析等統計方法分析資料，研究結果如下： 1.不同都市化程度消費者偏好不同都市化程度消費者豬肉消費偏好在腹脅肉、腰內肉、後腿肉、軟骨、肩胛肉、頸骨等品項則有顯著差異。 2.不同都市化程度消費者對CAS標章認知程度不同都市化程度消費者對CAS標章認知程度在CAS標章推廣給予肯定、受廣告影響及購買時會注意等變數有顯著差異。

關鍵字

不同都市化程度；豬肉消費； CAS標章認知

並列摘要

The urban development degree and consumption behavior are closely related. The consumption recognize and buyer behavior is affected by the urban degree. The main purpose to study the different urban degree of consumer of consumption behavior and compare pork consumption behavior difference. This research ranges over TAIPEI City, Taichung City and Potze City. The investigation was carried out by close-ended questions and random samples out of the consumers. Descriptive statistics analysis, chi-square test, analysis of variance, is used in data analysis with the aim of grasp at every consumption characteristics. Furthermore, this research provides proprietors a direction to improve their facilities and the reference for developing and management strategies after deciding their target market. The results of this research are summarized as follows: 1.Different urban degree of consumption addiction. The different urban degree of consumers has a significant difference among the variable of belly meat, waist meat, hind leg meat, cartilage, shoulders meat and neck bone. 2.Different urban degree of consumption on CAS sign recognize of difference. The different urban degree of consumers recognize have a significant difference among the variable of recognize affirmatively, high quality, sanitation, advertisement effect, contents and buying attention.