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  • 學位論文

驗證水產品網購市場潛勢分析

E-Market Potential for Certified Aquacultural Products

指導教授 : 黃文琪

摘要


網路購物是網際網路興起後,形成的一種新型的消費方式。網路購物似乎已成為一種趨勢。近年來政府更致力於推動販售驗證水產品,而許多的業者更將主力放在網路購物。但消費者上網購買驗證水產品的意願,卻還是不太清楚。因此,本研究的目的是調查網路使用經驗和人口統計特徵對消費者購買認證的養殖水產品的意願。利用網路進行問卷發放,調查的對象為具有購買水產品經驗之消費者。有效問卷為334份。 研究結果發現女性回卷者較男性多,年齡為40歲以下。在上網頻率以每週5-6天最多,每次上網時間以4-5小時最多,而大部分的人皆具有網購經驗。受訪之消費者以在家自行烹煮居多,水產品之主要購買的型態為生鮮產品。在購買優質水產品時的重視因素通常為產品新鮮度、衛生安全及品質。有81%的受訪者有意願購買具認證之水產品,願意購買的原因最主要為有品質保障、具有政府檢驗認證及安全性高,而不願意購買的原因最主要為價格太昂貴、產品種類太少及沒聽過相關驗證標章。因此業者應增加產品種類、降低價格及利用媒體宣傳提高標章知名度。然而現今水產品的網路購買率仍然非常的低,而這將有利於在推廣驗證水產品方面。藉由電視媒體、店前廣告、網路及展場促銷活動等,來推廣消費者對驗證標章的認識,增加他們對認證標章的信任度,並增加以急速冷凍技術保持海鮮新鮮度的相關知識。讓那些未曾在網路上購買水產品的消費者能對網購認證水產品有信心,以此發展認證水產品的網購市場,並提高其市場潛力。

並列摘要


Online shopping is a new type of consumer behavior after the rise of the internet. Internet shopping seems to have become a trend. In recent years, the government is committed to promote the development of certified seafood products. And many operators focus on online shopping. But consumers’ online purchase of certified seafood products intention has not been well understood. Therefore, the objective of this study was to investigate the internet using experience and demographic features on consumers purchase intention of certified seafood products. Web-based surveys were used to collect data. Respondents had to have prior experience of buying seafood products either online or in the physical shops to answer the question. A total of 334 effective responses were collected. The results showed that there were more female consumers than male consumers. The age of respondents was below 40. Most of the respondents spent 5 to 6 days a week and 4 to 5 hours a day on the internet. Most people had the online shopping experience. Respondents prefer fresh seafood and they normally cook at them home. Product freshness, hygiene and safety, and quality were some importance factors for consumers to buy certified aquacultural products. There were 81% respondents expressed their willingness to purchase certified aqucaultural products. The reasons were mostly because of quality assurance, government inspection and certification, and product safety. The reasons for the reluctance to buy were due to price, limited choice of product categories, and unaware of the products. Products should focus on increasing product categories, reducing price, and using media promotion to increase awareness of the certification marks. The current rate of consumers’ online seafood products shopping is still very low. It would be advisable to promote certified seafood products. Sellers could use television, store-front advertising, internet, exhibition, promotional activities, and other advertisement media to promote consumer awareness on the certification marks. These also increase their level of trust in certification marks and rapid freezing technique to keep the freshness of seafood related knowledge. Besides, it will enable those consumers never using online shopping to purchase seafood products, build confidence online shopping for certified seafood products. This will help develop online shopping market of certified seafood products and increase its market potential.

參考文獻


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