不同社會階層的農產品消費決策－以水果消費為例

The Consumption Decision of Agricultural Products among Different Social Classes-The Case of Fruits

謝雨生(Yeu-Sheng Hsieh) ； 白乙婷(Yi-Ting Pai)

《農業推廣學報》 17期 (2000/12) Pp. 129-158

摘要

本研究的研究目的有二：（1）探討不同社會階層的水果消費決租準及其權重的差異，（2）分析健康概念對社會階層與水果消費決策標準之關係的影響。研究資料來自包括一個城市（133樣本戶）和一個鄉村（150樣本戶）的面對面調查訪問樣本，共283戶樣，本主要的受訪者為樣戶家庭中經常購買水果者。研究中探討的十個水果消費決策標準分別為：健康增強、疾病預防、品質、使用方便、價格、產地、營養成分、纖維含量、安全、和口味。同時也探討了三種水果消費決策觀－主體觀、客觀觀、和綜合觀。健康概念有四個不同向度的測量則是採用Satty所發展的AHP(Analytical Hierarchical Process)方法。研究結果顯示三個社會階層（非手工、手工、和農民階層）的水果消費決策權重不同地方在於疾病預防、健康增強、使用方便、價格、和口味等五個標準上，其餘的標準則沒有社會階層間的差異。最後，健康概念作為社會階層與水果消費決策標準之關係間的中介變項角色僅在部分決策標準上得到支持。

關鍵字

決策標準 ； 社會階層 ； 健康概念 ； AHP ； 水果消費

並列摘要

The decision criteria and their weights are the matters of concern if, as many assume, the consumption decision of products is studied. We examine the effect of social class on the decision criteria and their weights of buying decision of fruits and investigate the role of health concept on the relationship between social class and decision of buying fruits. The analyzed data are from the survey data of 283 residents from one rural township and one urban township in Taiwan. Ten decision criteria, including ill-prevention, health reinforcement, quality, use convenience, price, production location, nutrition, fiber, safety (no chemical residuals), and taste are assessed and compared in three different social classes (nonmanual, manual, and farm), Also, the weights of three decision perspectives, including ego, object and combined, are evaluated across social classes. Health concept is measured with four dimensions-healthy eating behavior, health promotion, health awearness, and illness prevention and each dimension consists of two subconcepts. Analytical Hierarchical Process (AHP), developed by Saaty, has been employed to analyze and generate the weight of each decision criterion. The analysis suggests that the decision weights of buying fruits have significant difference in criteria of ill-prevention, health reinforcement, use convience, price, and taste among three social classes. Also , there is a differece in object decision perspective across classes. Finally, the intervening role of health concept in relationship between social class and decision criteria is only partially supported.

並列關鍵字

decision criteria ； social class ； health concept ； Analytical Hierarchical Process ； fruit consumption