Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/96961
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dc.contributor楊上禾zh_TW
dc.contributor.author廖晏瑜zh_TW
dc.contributor.authorYen-Yu Liaoen_US
dc.contributor.other農業企業經營管理碩士在職專班zh_TW
dc.date2017zh_TW
dc.date.accessioned2019-02-01T05:13:03Z-
dc.identifier.urihttp://hdl.handle.net/11455/96961-
dc.description.abstract零售市場販售通路隨著人口日新月異的需求逐漸改變,臺灣超級市場發展愈趨精緻,然而傳統市場仍有許多改進之處,尤其傳統市場是大多數消費者食物來源的一部分。在飲食與購買習慣不同情況下,臺灣傳統市場大致可區分為早市以及黃昏市場。傳統市場組成族群可涵蓋不同世代的消費者及有不同世代的販售者,隨著日積月累的經驗下,買賣雙方早已產生一定程度的信任感。然而臺灣近年頻頻發生食品安全事件,且傳統市場整體販售環境長年下來改善有限,甚至農畜產品沒有太多產品資訊供消費者是否決定購買之依據,因此有必要進一步探討消費者對於在傳統市場的農畜產品資訊有何需求。本研究採質化研究法,透過焦點團體訪談法邀集總共22位(分兩次進行)傳統市場之常客消費者進行深度訪問與討論,所調查結果顯示傳統市場消費者仍對傳統市場肉品的購買過程中仍有安全上的疑慮,礙於每日家人都有飲食上的需求,如果傳統市場能提供更多肉品資訊,則相對地能提升對於傳統市場肉品的信任感,尤其是食用期限、食用安全因素、傳統市場環境衛生以及肉品資訊等相關因素是能提升信任感的主要因素。由此可見,傳統市場消費者對於國內食品安全問題逐漸傾向有更多產品資訊的購買行為,近年政府也極力於增強消費者對國內農畜產品的信心,本研究建議能先朝向建構食用期限等資訊作為未來肉品資訊提供的第一步。zh_TW
dc.description.abstractFollowing the diversified demand, the retail market channels have been gradually changed. The development of supermarket in Taiwan is moving toward to higher quality; however, traditional markets still have many things needed to be improved. Especially, traditional markets in Taiwan have been part of purchasing for daily food sources. There are two types of traditional markets in Taiwan: the morning market and the evening market. Especially, people in traditional markets can be consisted of different generations of consumers and even different generations of sellers. From the long-term accumulated shopping experience at the traditional markets, buyers and sellers already have the certain level of trusted relationship. However, the food industry in Taiwan in recent years frequently encounters with food safety issues, and the environment of traditional markets in Taiwan overall has not been much improved. Even agricultural and meat products have not much information provided for consumers to decide whether to purchase or not. Therefore, it is necessary to further explore whether consumers at traditional markets have any demand of agricultural and meat product information. This study adopted the Qualitative Research Method to explore traditional market consumers’ demand. Via two times of Focus Group Interview, a total 22 regular traditional market customers were invited for in-depth interviews and discussions. The results show that traditional market consumers still have safety concerns from the meat sold at the traditional markets. Since consumers have demand for daily diet and if traditional markets can provide more meat product information, relatively, it will enhance more trust on the meat purchased. Especially the expiration date, food safety factor, environmental sanitary, and meat product information are the maind factors to enhance the trust on food. Therefore, traditional market consumers tend to adjust their purchasing behavior with more product information to ease the food safety issue. Recent years the government is also committed to enhancing consumer confidence in domestic agricultural and meat products. This study suggested to establish the expiration date information as the first step of future meat product information.en_US
dc.description.tableofcontents第一章 緒論 1 第一節 研究背景與動機 1 第二節 研究目的與重要性 3 第二章 文獻探討…………………………………………………….....4 第一節 零售市場概況………………………………………….....4 第二節 國內肉品市場………………………………………….....8 第三節 需求與消費者行為……………………………...………..9 第三章 研究方法與設計……………………………………………...25 第一節 研究方法………………………………………………...25 第二節 研究問題設計…………………………………………...27 第四章 研究結果……………………………………………………...32 第一節 基本統計資料分析……………………………………...32 第二節 焦點團體訪談法議題內容分析………………………...36 第三節 研究分析結果小結……………………………………...45 第五章 結論與建議…………………………………………………...49 第一節 結論……………………………………………………...49 第二節 建議……………………………………………………...50 參考文獻……………………………………………………………….53 附錄一:焦點團體訪談法之會議紀錄重點………………………….57 附錄二:消費者生鮮肉品購買行為研究調查問卷………….............78zh_TW
dc.language.isozh_TWzh_TW
dc.rights不同意授權瀏覽/列印電子全文服務zh_TW
dc.subject傳統市場zh_TW
dc.subject焦點團體訪談法zh_TW
dc.subject生鮮肉品資訊zh_TW
dc.subject資訊需求zh_TW
dc.subjectTraditional Marketen_US
dc.subjectFocus Group Interviewen_US
dc.subjectFresh Meat Product Informationen_US
dc.subjectInformation Demanden_US
dc.title以焦點團體訪談法探究傳統市場消費者對生鮮肉品購買行為之研究zh_TW
dc.titleInvestigating Traditional Market Consumers?Fresh Meat Purchasing Behavior by Using Focus Group Approachen_US
dc.typethesis and dissertationen_US
dc.date.paperformatopenaccess2018-02-09zh_TW
dc.date.openaccess10000-01-01-
item.grantfulltextrestricted-
item.openairetypethesis and dissertation-
item.cerifentitytypePublications-
item.languageiso639-1zh_TW-
item.fulltextwith fulltext-
item.openairecristypehttp://purl.org/coar/resource_type/c_18cf-
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