Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/28113
標題: 臺灣乳品特徵價格之研究
A Study on Hedonic Prices of Taiwan Dairy Products
作者: 蔡孟航
Tsai, Meng-Hang
關鍵字: 乳品;特徵價格;營養;感觀特徵;品牌;Box-Cox 函數;dairy product;hedonic price;Box-Cox function;nutrition;sensory;brand
出版社: 農業經濟學系
摘要: 
由於國民所得水準與知識水準的提高,國人對於營養豐富且均衡的乳
品需求日益增加。但國人經常飲用的市售乳品種類眾多,包括鮮乳、發酵
乳、保久乳與調味乳等飲用乳及一般奶粉,各類乳品隨著其所含有特徵種
類與數量的不同,其價格也有很大的差異。本研究欲瞭解國人選購乳品所
依據的各種因子及其重要性,而應用特徵價格分析法推估台灣乳品特徵價
格,進而解析台灣各類乳品零售價格差異的緣由。 本文不同於前人研
究之處在於將乳品內外在特質區分為營養成份、感觀屬性與品牌三類的特
徵因素來探討。實證採用之價格資料取自於台灣地區1996-97年間,各地
大型商店乳品零售價格之平均值,而各種乳品的特徵資料,則來自於產品
包裝本身的標示或由乳品廠商提供。為充份反應資料的真正特性,特徵價
格函數採用較具一般化的Box-Cox轉換函數,同時為避免資料上可能有異
質性的現象,故進由以一般化最小平方法來推估乳品的特徵價格方程式。
本研究所得之重要結論如下:(1)營養素特徵中以維生素之邊際價值最高
,其次為鈣質,其每100毫升隱含價格分別為2.56元及0.56元;最差者為
乳糖,其邊際隱含價值為-1.23元。(2)感觀特徵中天然添加物、具方便性
與休閒性特徵之隱含價格為正,而乳酸、需沖泡還原與添加人工色素的價
格為負。(3)品牌特徵中則以荷仕登、林鳳營與桂格的隱含價格最高。(4)
相對於鮮乳類產品,奶粉的價格較低主要是因其需沖泡還原特徵價格為負
的影響;而發酵乳及調味乳售價高於鮮乳則是因其具乳糖含量較少、內含
天然調味料及休閒性的特徵而提高產品的價值。(5) 在本研究所訂的特定
標準規格特徵條件下,夏季以飲用奶粉沖泡還原之乳品較經濟,小包裝乳
品除奶粉外之售價均偏高,大包裝乳品具有量販利益。

The consumption of dairy products is increasing, as the per
capita income and nutritious concern are rising. There are many
kind of dairy products, such as fresh milk, yogurt milk,
sterilized milk, flavored milk and dried milk, have been
introduce to the public. The prices of the dairy products are
quite different Thus the major purposes of the study are try to
understand what characteristics are important for consumers''
consideration in buying dairy products and to estimate the
implicit value foreach attribute. And the hedonic prices theory
is applied. This study has categorized the characteristics
of dairy products into nutritions, sensory attributes and brands
three types of variables. Based on the cross-sectional data of
1996-97, the Box-Cox transformation and Generalized Least
Squares method are implemented to estimate the hedonic price
function for dairy products. Major empirical results are
summarized in the following: (1) Among those nutritional
characteristics, the marginal price of Vitamin is NT$2.56/100ml,
calcium is NT$0.56/100ml, lactose is -NT$1.23/100ml. (2)In terms
of sensory attribute, marginal prices of the natural additive
and attribute with convenience or enjoyment are in positive
value. While marginal prices of artifactitious additive, ferment
milk, and need to restore the dried milk are all negative.
(3)Among the 23 brand names, the marginal prices of the Hoston
brand, Lifoing brand and Quaker brand are relatively higher than
others. (4)The price of dried milk is lower than the fresh milk,
is because of the negative value associated with the process of
returning milk power to fluid. While the yogurt and sterilized
milk have higher prices are contributed by their low content of
lactose, consisting of natural additives as well as the feature
leisure food. (5)Under the standard specification given by the
study, dried milk can provide consumers the most economic
benefits in summer. Dairy products of small package are rather
expensive. On the other hand, Taiwan consumers can enjoy benefit
from package size larger than the conventional retail quantity.
URI: http://hdl.handle.net/11455/28113
Appears in Collections:應用經濟學系

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