Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96427
標題: 台灣傳統市場消費者對肉品資訊需求之研究
A Study of Consumer Demand of Meat Product Information at Taiwanese Traditional Market
作者: 周宗翰
Tsung-Han Chou
關鍵字: 瘦肉精檢驗資訊;生產履歷資訊;營養成分資訊;傳統市場;Growth Hormone;Traceability;Nutrition Label;Traditional Markets
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摘要: 
傳統市場為臺灣大多數消費者每日主要的購買食材平台,超過七成的生鮮肉品銷售經由傳統市場通路(行政院農業委員會, 2010)。國民普遍對溫體豬肉需求較高,主要還是在傳統市場採買生鮮肉品,但近年食安疑慮與有限的傳統市場肉品資訊情況下,正面臨失去消費者信任與客群流失的挑戰。為了解消費者是否對傳統市場產品資訊有無需求,本研究旨在探討消費者對傳統市場生鮮肉品的資訊需求程度,主要以瘦肉精(Growth Hormone)檢驗、生產履歷(Traceability)和營養成分(Nutrition Label)等資訊為例。
本研究採用支付卡詢價法(Payment Card),初步了解消費者對於個別不同的生鮮肉品資訊願意多付多少成本來獲得,而本研究僅先聚焦在受訪者是否多付額外的購買成本來獲得資訊(調查願意與不願意),透過二元選擇模型中的Logit以及Tobit模型分析全臺2,381個受訪者是否有意願多付購買成本去獲得所想要的資訊。整體結果顯示,至少超過六成的受訪者皆願意多付購買成本去獲得所想要的生鮮肉品資訊,尤其超過86%的受訪者願意多付購買成本以獲得瘦肉精檢驗資訊,因此,傳統市場生鮮肉品資訊扮演非常重要角色。本研究建議相關單位應進一步研議提供產品資訊以提升傳統市場消費者的信任與降低民眾對食安議題的擔憂。

Traditionalmarkets have been a daily market platform for the majority of Taiwanese consumers,and more than seventy percent of fresh meat are soldvia traditional markets (Council of Agriculture, 2010). In general, the demand of freshly warm porkis still high, so most Taiwanese consumers still go to traditional markets to buy it.Nevertheless, food safety issue and limited product information at traditional markets result in losing consumer trust and preference in using traditional market as their major purchasing food area. In order to understand whether traditional market consumers have any demand for products information, this study focuses on consumer demand on the fresh meat information in Taiwanese traditional markets. This study investigates three types of meat product information, i.e., growth hormone examination, traceability, and nutrition labeling.
This study applied a Payment Cardapproach to investigate whether consumers are willing to pay different meat product information.Through a binary choice model, i.e., Logit model, and Tobit model, a total of 2,381 regular purchasers were investigated.Overall results show that at least 60% of respondents are willing to pay some extra cost to obtain meat product information. In particular, over 86% of respondents were willing to pay any dollar amount above from the original price for Growth Hormone information. Therefore, product information of fresh meat at traditionalmarkets plays a very important role. This study suggests that the relevant governor organizations should further consider how to use product information as a medium tool to enhance traditional market consumers' trust and decrease the food safety concern.
URI: http://hdl.handle.net/11455/96427
Rights: 同意授權瀏覽/列印電子全文服務,2017-01-05起公開。
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