消費者、批發商與生產者對高麗菜品質之五感認知研究

本研究從研究動機開始就鎖定高麗菜做為研究標的，並探討高麗菜最終消費者（非購買者）、高麗菜最終消費者（購買者）、批發商和生產者對高麗菜的品質認知，鑑於任何知覺的形成，均必須先經由感官來感受刺激，每一種感官都有其獨特性，因此，本研究係以五種感官作為探討的基礎，並透過問卷調查來探詢高麗菜最終消費者（非購買者）、高麗菜最終消費者（購買者）、批發商和生產者對高麗菜的品質認知。並試圖達到左列各項目的：探討高麗菜最終消費者（非購買者）品質認知、探討高麗菜最終消費者（購買者）品質認知、探討高麗菜批發商購買高麗菜的品質認知、探討高麗菜生產者的品質認知、以及進行利害關係人對高麗菜品質認知差異性之比較。透過問卷調查收集資料，總回收之有效樣本數為820份，其中高麗菜最終消費者(非購買者)有353份，高麗菜最終消費者(購買者)有331份，高麗菜批發商有59份，高麗菜生產者有77份，並利用SPSS統計軟體進行資料分析。利用單因子變異數分析比較高麗菜產銷鏈中利害關係人對五個感知的差異性，發現四類族群對五個感知的評分有顯著的差異，尤其是視覺和味覺更呈現極顯著的差異。經事後檢定發現在視覺和味覺認知中，高麗菜批發商顯著的高於高麗菜最終消費者(非購買者)和高麗菜最終消費者(購買者)，在視覺認知中亦呈現生產者顯著的高於消費者。在聽覺認知中批發商顯著的高於生產者。若將問卷採正確與否之二分法來分，高麗菜最終消費者（非購買者）與高麗菜最終消費者（購買者）對高麗菜的嗅覺最為正確與了解。但高麗菜批發商在整體問卷量表正確率確實優於其他三型接觸者，此代表批發商在採購上具有專業的判斷能力。本研究之重要貢獻在於將高麗菜產銷鏈上的參與者做一整體性的盤點。另外，上述各項發現，更證實高麗菜產銷鏈上的參與者對品質認知確實存在顯著的差異，尤其是處於最前端的批發商是各項認知的啟動者，此亦是本研究在實務上的一大貢獻。

關鍵字

高麗菜；品質認知；五個感知；產銷鏈；高麗菜利害關係人

並列摘要

This study has focused on cabbage as a research target on the beginning of the research motivation, to explore the quality perception of cabbage end consumers (non-purchasers), cabbage end consumers (buyers), wholesalers and producers. Based on the formation of any perception, the stimulation must be felt through the senses. Each sense organ has its own uniqueness. Therefore, this study uses the five senses as a basis for exploring, and uses questionnaires to inquire about cabbage quality perception of end consumers (non-purchasers), cabbage end consumers (purchasers), wholesalers and producers. The purposes of this study are to explore the quality perceptions of cabbage on consumers, wholesalers and producers, and try to achieve the following objectives: to explore the quality perceptions of cabbage in end consumer (non-purchasers), to explore the quality perception of cabbage in end consumers (purchasers), to explore the quality perception of cabbage on wholesalers, and to compare the quality perception of cabbage among different participation entities on cabbage marketing. Collecting data through questionnaire surveys, the number of effective samples is 820, of which 353 were consumers who did not purchase cabbage, 331 were consumers who bought cabbage, 59 were from wholesalers, and 77 were from cabbage producers and using SPSS statistical software for data analysis, the important findings are as follows: Using one-way analysis of variance(ANOVA) to compare the differences in five -perception among different participants in the cabbage production and marketing chain. It is found that the scores of the five-perception among the four participation entities indicate significant differences, especially the visual and taste perceptions. With the post hoc tests, it is found that wholesalers of cabbage are significantly higher than consumers and cabbage purchasers in visual and taste perception. It also shows that producers are significantly higher than consumers. In the auditory perception, the wholesalers are significantly higher than the producers. The important contribution of this study lies in the overall inspection of the participants in the cabbage production and marketing chain. The findings from the empirical results further confirm that participants in the cabbage production and marketing chain do have significant differences in their perceptions of quality. Especially the wholesalers at the forefront are the initiators of various perceptions. This is a major contribution of this study in practice.