國人食用蜂產品習慣及食用蜂蜜方法之研究

本研究為瞭解臺灣消費者對蜂產品消費行為及影響購買蜂產品的因素，以問卷調查法收集2019年及2021年參與蜂產品主題活動的民眾之消費行為。結果顯示，有85.9%的消費者有食用蜂蜜習慣，26.3%的消費者有食用蜂王漿習慣，食用蜂蜜的消費者中有86.2%以泡蜂蜜水方式食用，食用蜂王漿的消費者中有65.6%直接食用新鮮蜂王漿。消費者最常直接向蜂農購買蜂產品，購買蜂產品主要考量因素為風味、是否為國產及價格。平時具食用蜂產品習慣女性比例高於男性，高齡者食用蜂產品習慣比例高於其他族群。消費者會因食用蜂蜜方式不同，對不同種類的蜂蜜喜好度有差異：以食用蜂蜜原液，消費者最喜歡龍眼蜜；而以蜂蜜水食用蜂蜜，消費者最喜歡荔枝蜜和烏桕蜜。總體而言，消費者對蜂產品消費行為可能會依性別、年齡、食用方式有所差異，蜂產品的風味、是否為國產及價格皆可能影響消費者購買意願。

關鍵字

蜂產品；消費者行為；蜂蜜；蜂王漿

並列摘要

This study aims to explore the consumer behavior and the factors influencing the consumer's decision to purchase bee products in Taiwan. Data were collected from people who participated in bee products themed activities in 2019 and 2021 using the questionnaires. According to the results, the percentage of the consumers who used to consume the honey and the royal jelly are 85.9% and 26.3% respectively. The percentage of the consumers who consume honey by honey water and who consume royal jelly by eating it directly are 86.2% and 65.6% respectively. Most of the consumers prefer to buy bee products from beekeepers. The factors which were most influential in the consumer's decision to purchase bee products were taste, domestic production, and price. The proportion of female consuming bee products is higher than that of male. The proportion of elderly people consuming bee products is higher than that of younger people. The consumers have different preferences for different types of honey according to different ways of eating honey. The consumers prefer Longan honey when eating honey directly, while the consumers prefer Lychee honey and Chinese tallow honey when drinking honey water. As results, the consumption habits of bee products differed from to consumers' gender, age, and consumption method. Our study will provide a reliable suggestion to beekeepers or sellers to make a sale plan for promoting bee products.

並列關鍵字

bee products ； consumer behavior ； honey ； royal jelly

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