臺灣博碩士論文加值系統

近年來屢傳食品安全問題，使得有機產品越來越受到重視，過去對於有機市場的研究方式多半為問卷或普查；本研究不同於以往的方法是從消費端視角，採用財政部財政資訊中心B2C電子發票作為資料來源，因利用電子發票的巨量資料來做分析，能夠真實反映消費者的消費情況，並以視覺化圖形做分析，由於視覺化圖形可以從圖像上迅速且清楚地解讀資訊、同時從不同面向做比較，幫助決策者更直覺地做決策。經本研究分析結果顯示，2014年有機市場開立18,157,387張電子發票、2015年開立31,814,770張；國人對有機產品的人均消費從2014年87.66元，上升至2015年123.66元，成長幅度高達41%。整體有機市場來看，2015年有機生鮮蔬果占總消費市場的比例為46% 為最大宗消費，其次是穀物19% 和加工品15%。透過熱圖分析全年總消費金額，顯示11月份的總消費金額均較其他月份來得高，推測為11月11日為全國有機農業日，各通路會在當月做促銷優惠活動。由漏斗圖分析有機熱門商品發現白米、杏鮑菇、金針菇為2015年消費金額最高的前三項商品，而消費者購買同商品時來自有機的比例皆未超過三成，顯示台灣有機市場仍有很大的發展空間。

In the past, most of the research data for organic market research were based on questionnaire or census. However, electronic invoices are increasingly used in the retail industry, especially in Taiwan. Hence, this study aims to use visual data mining on electronic invoices (e-invoices) to analyze Taiwan’s organic consumer market. The data used in this study were collected from the Fiscal Information Agency, Ministry of Finance in Taiwan. There were 18,157,387 and 31,814,770 e-invoices on organic-related products in 2014 and 2015, respectively. People on organic products per capita consumption in 2014 were from 87.66 dollars up to 123.66 dollars in 2015, the growth rate is up to 41%. The organic fresh fruits and vegetables accounted for 46% of the total organic market in 2015, followed by 19% of cereals and 15% of processed products. By using heat map analysis of the total amount of consumption, the total amount of consumption in November was higher than other months. Because November 11th is a national day of organic agriculture, the corresponding channels usually do promotional activities through that month. By using funnel plot for the analysis of popular organic products, the results show that the top three organic goods were rice, king oyster mushroom and golden mushroom in 2015. Moreover, because the penetration rate of organic market was under 30%, it indicates that the organic market in Taiwan still has great room for further growth.

目錄
中文摘要 i
ABSTRACT ii
誌謝 iii
表目錄 vi
圖目錄 vii
第一章 緒論 1
1.1研究背景與動機 1
1.2研究目的 3
1.3論文架構 4
第二章 文獻探討 6
2.1有機食品 6
2.2全球有機市場發展現況 11
第三章 研究方法 16
3.1台灣有機食品 16
3.2資料來源 22
3.3資料清理 23
3.4資料處理與分析 34
第四章 分析結果與討論 36
4.1有機消費市場總體分析 36
4.1.1近兩年最熱門有機商品 39
4.1.2人均消費 43
4.1.3每張發票購買十大熱門有機商品平均單價比較 45
4.1.4月份與日期時間變化 47
4.1.5 24小時購買型態 50
4.2區域比較 53
4.2.1縣市平均消費金額 56
4.2.3前十大熱門有機商品分布縣市 59
4.2.2各地區熱門有機商品 65
4.2.4六大直轄市有機消費金額占全國有機總消費金額比例 66
4.2.5 各縣市家戶可支配所得與人均消費、總消費金額之關係 67
4.3前十大熱門有機商品及非有機商品比較 69
4.3.1平均購買單價比較 69
4.3.2平均購買次數比較 70
4.3.3購買同商品來自有機與非有機比例 71
第五章 結論 72
5.1研究結論與建議 72
5.2研究限制及未來研究方向 75
參考文獻 77
附錄 81

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