臺灣博碩士論文加值系統

本研究旨在透過問卷調查法探討基隆市民眾對吳郭魚產品的認知、接受度及消費行為，結果將提供吳郭魚相關業者重新思考吳郭魚產物之價值，同時考慮以新技術進行產品研發，開創傳統吳郭魚產業未來發展的新方向，研究結果摘要如下：
一、吳郭魚不可食部位即為傳統不用的產物，依所占比例進行產量的換算約近5萬
公噸，若能善加利用能提高附加價值及環保減廢之目的。
二、吳郭魚可利用的部位以往偏重於魚身的側肉，而頭、尾、骨、殘肉、魚鱗等
產物多予廢棄，現今全魚的利用技術已漸漸成熟，市面已出現部份創意開發
的新產品，使得吳郭魚已漸漸擺脫廉價魚種的刻板印象。
三、受訪者以「女性」居多，年齡主要分布在「41歲〜未滿60歲」，職業則以「
家管」及「軍公教」占大多數；教育程度則以「高中職」最多；家庭平均月
收入最多為新臺幣「4萬〜未滿6萬」；資訊來源，主要是從「朋友」處得之
之。
四、受訪者對於吳郭魚在「傳統及料理食品」、「創新食品」及「保健食品」等食
品類的產品最具認知性，其餘產品種類的認知性皆低於10%。
五、受訪者對於吳郭魚副產物之認知，最高在「魚骨頭」及「魚鱗」；至於吳郭
魚加工完後不可食肉的部份皆為副產品的認知上，有7成以上的受訪者無法
全部了解。
六、受訪者對於吳郭魚產品優質性認知部份，多數知道「飼養容易，產量大，品
佳，為優良水產肉類來源」、「吳郭魚為外銷旗艦魚種，品質優異具有代表
性，國產吳郭魚已更名為臺灣鯛，為水產品出口最大項目」及知道「吳郭魚
含有豐富DHA可以提昇人體腦細胞的運作效率」。
七、受訪者購買或使用吳郭魚產品，主要為吳郭魚「食品類」產品，其次則為「保
養產品類」產品。希望「食品類」產品是健康、無土腥味。且對於使用魚頭、
魚鱗及魚皮為原料製成之「保養產品類」相關產品，接受度比較高。
八、受訪者強調以「有益健康」、「具有公信力單位產品認證」、「產品功能」、
「品質優異性」及「價格優惠機制」等作為行銷策略，將有助於吳郭魚產品之
推廣。
九、消費者對吳郭魚產品的認知與接受度呈正相關，顯示對吳郭魚產品的認知越高
其接受度也會愈高。

關鍵詞：吳郭魚產品、認知、接受度、消費行為

Through the questionnaire method, the study probes into the perspective that Keelung residents hold on Tilapia products in terms of their cognition, acceptance, and consumer behavior with the aim of providing the relevant dealers with the findings and making them rethink the value of Tilapia products, while at the same time considering the possibility of initiating a new direction for the future development of the traditional Tilapia industry by using new technology to engage in the research and development of Tilapia products. The abstract of the study’s findings is as follows:
1.The inedible parts of Tilapia are the traditional waste products, which account for about 50,000 metric tons after conversion according to the ratio of its production. If we can make the best use of them, we can achieve the goal of enhancing the added value of Tilapia and the waste reduction as well.
2.The usable parts of Tilapia used to be the side meat of the fish body, while the products such as fish necks, tails, bones, residual meat, scales were often abandoned. Since the technology of the whole fish utilization has gradually become mature, there are some innovative fish products appearing on the market, which helps Tilapia get rid of the stereotype of being a cheap fish.
3.Most of the respondents are female from the age of 41 to 60, most of whom are housewives and the people who serve in the army, government and schools ; most of them graduated from high schools or vocational schools ; their average income per month is from NT$40,000 to 60,000 ; their source of information is mainly from friends.
4.Most respondents are the most cognizant of Tilapia in terms of Traditional Culinary Food, Innovative Food, and Health Food. However, for the rest of other products their cognition of them is below 10 %.
5.Most respondents are the most cognizant of Tilapia’s byproducts in terms of fish bones and scales ; however, there are over 70 % of the respondents who cannot fully understand that after processing the inedible parts are all byproducts.
6.Some facts that respondents understand about the quality of Tilapia products are as follows, most respondents know that the fish is famous for its easiness to keep, high productivity, good quality, and an excellent source of aquatic meat. The name of our home-made Tilapia has been changed into that of Taiwan Tilapia and because of its excellent quality, Tilapia is one of Taiwan’s flagship fish species for export, which has been considered to be the most representative fish for Taiwan and has become the dominant item for export. Tilapia is rich in DHA that can boost the efficiency of operation of human brain cells.
7.When the respondents purchase or use Tilapia products, they mainly purchase or use these products which fall into the category of “food,” while next to it are those which fall into the category of “maintenance products.” Respondents hope that these Tilapia food products are healthy and free from bilgy odors; what’s more, those maintenance products processed from the fish heads, scales, and skin have found their growing popularity and acceptance among the respondents.
8.Respondents emphasize that if the dealers employ the marketing strategies such as being good for health, certified by the agencies that have received public credibility, products’ functionality, excellent quality, the mechanism of the price of privilege etc, they find that these strategies will facilitate the promotion of Tilapia products.
9.There is significantly positive correlation between consumers’ cognition of Tilapia products and their acceptance, which shows that the higher their cognition is, the higher their acceptance will be.

Keywords: Tilapia products, Cognition, acceptance, Consumer behavior

謝辭 Ⅰ
摘要 Ⅱ
Abstract Ⅲ
目次 Ⅴ
圖次 Ⅵ
表次 Ⅶ
第壹章 緒論 1
第一節 研究動機 1
第二節 研究目的 2
第三節 研究方法 2
第四節 論文架構 2
第貳章 文獻回顧 5
第一節 吳郭魚概述 5
第二節 吳郭魚產品特性之相關研究 7
第三節 消費者行為之相關研究 10
第四節 小結 11
第參章 問卷設計與實施 27
第一節 問卷編製與內容 27
第二節 問卷對象與調查 27
第三節 資料處理與分析 28
第四節 小結 29
第肆章　結果與討論 31
第一節 基本資料分析 31
第二節 受訪者對吳郭魚產品的認知分析 31
第三節 受訪者對吳郭魚產品的接受度之分析 33
第四節 受訪者對吳郭魚產品的消費行為之分析 34
第五節 受訪者對吳郭魚產品認知之差異分析 36
第六節 受訪者對吳郭魚產品接受度之差異分析 37
第七節 受訪者對吳郭魚產品知與接受度及消費行為之相關分析 38
第八節 小結 38
第伍章 結論與建議 62
第一節 結論 62
第二節 建議 63
參考文獻 65
附錄一「基隆市民眾對吳郭魚產品的認知與接受度及消費行為」
問卷調查表 68


圖 次
圖1-1 論文架構 4
圖2-1 吳郭魚各部份比例 23
圖2-2 吳郭魚可食肉以外可利用的部位 24
圖2-3 臺灣吳郭魚全魚產品種類 25
圖2-4 吳郭魚魚鱗完全利用之兩大類別產品 26
圖3-1 問卷架構 30

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