Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/92530
標題: 消費者對羊乳產品屬性的偏好及健康意識之探討: 聯合分析法應用實驗
Consumer Preferences for Goat Milk Product Attributes and Health Awareness: A Conjoint Experiment
作者: Huei-Tsung Kuo
郭惠琮
關鍵字: 聯合分析法
市場區隔
對老年人的態度
健康訴求
營養認知
Conjoint Analysis
Market Segmentation
Attitude toward Older People
Health Claim
Nutrition Awareness.
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摘要: Goat milk is an option of nutrient food in Taiwanese mind. Many people drank goat milk while they were young, but not anymore. One of the reasons is that the goat milk firms are just focusing on the original target market, children, which has dramatically shrank in recent years. However, the potential of developing a new market segment is huge, since everyone still accepts goat milk as nutrition food. This research uses conjoint analysis to understand consumer preference of goat milk. First, filed study and interview are adopted to decide the most important attributes of goat milk in profession's mind. After the attributes and levels are established, 18 conjoint cards are developed with 3D image designing. There are 208 respondents, and they are divided into two different clusters by segmenting in two ways: attitude toward older people and nutrition awareness. Respondents show high evaluation to attributes like health claim, flavor, and certification, and they strongly prefer the attributes combination of health tendency. In cluster of attitude toward elderly, cluster of positive attitude is more willing to pay higher price. In cluster of nutrition awareness, people with higher awareness accept higher price. Moreover, there are more family members in cluster of positive attitude, and more young members in cluster of high nutrition awareness. It indicates the possibility of developing new market segment for the elderly members in family. Because of the filial piety that Chinese have, people tend to fulfill their responsibilities by purchasing nutrition food for the elderly. More evidence needs to be proven, and yet this is the possibility of future research.
早久以來,羊乳一直是臺灣常見的營養食品。根據本研究訪問,九成的人目前沒有頻繁飲用羊乳的習慣,但是絕大多數人小時候都喝過羊乳。造成此現象的原因之一在於臺灣羊乳廠商普遍專注發展孩童與宅配市場,以致於面對整體社會少子化與老年化的大環境趨勢,市場萎縮急劇。然而,羊乳營養的形象普遍存在國人心中,仍然有發展羊乳新產品區隔的潛力。 本研究以聯合分析法分析消費者對羊乳的偏好。首先,訪問隸屬於中華民國養羊協會的羊乳廠商內部專業人員,以決定要使用的羊乳屬性。確認本研究使用的羊乳產品屬性與水準後,輔以3D影像設計軟體Google SketchUp繪製圖片,最終完成18張聯合分析法的卡片。最後總計208 份有效問卷,並且根據樣本對老年人的態度與營養認知兩個不同構面,先後透過集群分析成功分出四個集群。 整體而言,消費者對健康訴求、口味與認證標章這三樣屬性有較高的重視程度,並且有一致的健康取向。在對老年人的態度的集群內,正面態度的集群更願意為購買羊乳付出較高的價錢,同時擁有較多的家庭成員;在營養認知的集群中,高認知的集群亦願意付出較高的價錢,同時家庭成員的年齡較小。根據華人忠於敬孝道的普世價值,這兩個集群的特徵都指引出發展新市場區隔的可能性,即為家庭成員的長輩購買羊乳。
URI: http://hdl.handle.net/11455/92530
文章公開時間: 2016-08-31
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