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研究生:邱楷涵
研究生(外文):Kai-Han Qiu
論文名稱:大臺北地區消費者對純米米粉的購買行為與願付價值之研究
論文名稱(外文):The Analysis of Consumers’ Behavior and Willingness to Pay for Pure Rice Noodles in Great Taipei Area
指導教授:陳郁蕙陳郁蕙引用關係
指導教授(外文):Yu-Hui Chen
口試委員:劉鋼李俊鴻詹滿色
口試委員(外文):Kang LiuChun-Hung LeeMan-ser Jan
口試日期:2017-05-27
學位類別:碩士
校院名稱:國立臺灣大學
系所名稱:農業經濟學研究所
學門:農業科學學門
學類:農業經濟及推廣學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:中文
論文頁數:112
中文關鍵詞:純米米粉選擇模型願付價格羅吉斯模型
外文關鍵詞:pure rice noodleschoice modelwillingness to paylogit model
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在2013年爆發米粉產品標示不實事件,多數市售米粉產品標示的含米量比例和實際情況有差距,引起社會大眾關注到米粉是否含有米的問題,食品藥物管理署在標示不實事件後對米粉產品的品名進行規範,並允許業者在包裝上加入「地方冠名」的標示,純米米粉也因為食品安全事件受到消費者注意,且因為品名規範而和其他米粉產品產生區別,因此本研究欲瞭解消費者對純米米粉的願付價值及米粉產品的購買行為,使用選擇模型衡量米粉產品之屬性與水準的偏好。本研究於2017年3月在臺北市舉辦4場實驗,招募128位大臺北地區的消費者,在實驗中設計參與者盲測試吃三種不同含米量比例的米粉產品,試吃後公布答案及提供含米量比例的訊息,並於實驗前後各進行一次米粉產品的方案選擇。

實證結果顯示,經集群分析可依消費者對米粉產品的認知與影響購買因素的重要性程度,分為「多元並重」、「不重視純米米粉」與「重視純米米粉」三群,「多元並重」及「重視純米米粉」的消費群較「不重視純米米粉」的消費群平均年齡高,且較注重產品上的標示。本研究在選擇模型的評估上,使用MNL和RPL模型進行分析,結果顯示實驗前後消費者最偏好的產品方案為具地方冠名、無食品添加劑的純米米粉,在各水準的影響上,消費者對純米米粉、地方冠名具有正向顯著偏好,對價格、添加食品添加劑為負向顯著偏好,而實驗會加強消費者者對於純米米粉、無添加食品添加劑的願付價值。在LCM模型的分群分析上,結果顯示不同組別在屬性偏好上具有差異性,而顯著變數之影響偏好的情況和MNL及RPL一致。

綜上所述,消費者對地方冠名具正向偏好,表示「新竹米粉」的品名會對消費者在選擇產品上造成影響,因此政府單位在規劃放寬米粉產品品名的標準上,應當謹慎評估,以減少對純米米粉業者的衝擊。此外,業者若能提供消費者試吃不同含米量比例之米粉產品,將可促進消費者購買純米米粉,可作為產品行銷策略的參考。
The mislabeling of rice noodles in 2013 indicated that the proportion of rice content was mislabeled in most rice noodles in the market, that had raised public attention about whether rice noodles contained rice or not. After this incident, a new naming regulation of rice noodles was made by Food and Drug Administration (FDA), which also allowed manufacturers to label the products with “local name rice noodles”. Due to this regulation, rice noodles made of pure rice were distinguished from other fake products. Therefore, this thesis studies the willingness to pay (WTP) of the consumers and their purchasing behavior of pure rice noodles. The choice model is used to estimate the attributes and levels of rice noodles products. We recruited 128 consumers who live in great Taipei area to participate in four experiments in March, 2017. The experiments are designed with a blind test for participants to taste three different kinds of rice noodles, each of which contains different proportions of rice; the answer is revealed afterwards. The choice model is given both before and after the experiments.

The results of cluster analysis and market segmentation model show that the consumers can be categorized into three different groups based on their cognitive situation of rice noodles: “consumers emphasizing on all factors”, “consumers emphasizing on pure rice noodles only”, and “consumers who don’t emphasize on pure rice noodles”. The data shows that the average age of consumers from the first and second group are relatively high comparing to the third. And meanwhile, they pay more attention to the labels of food products.

Multinomial logit model (MNL) and random parameter logit model (RPL) were used to estimate the choice model. First, the results from the choice model suggest that both before and after the experiment, consumers prefer the pure rice noodles that have “local name rice noodles” and are additive-free. Second, the preference is found to be significantly positively correlated with pure rice noodles and “local name rice noodles”, but significantly negatively correlated with food additives and price. Moreover, the experiment can increase the WTP for pure rice noodles and products without food additives. We also use latent class model (LCM). The result from LCM shows that two consumer groups have different preference of levels, and the influence of levels for preference is the same as MNL and RPL.

To sum up, consumers prefer “local name rice noodles”. This means the label of “Hsinchu rice noodles” would influence consumers’ purchasing choice. Therefore, before planning to loosen regulations of the naming of rice noodles, the government should carefully assess the impact on manufacturers of pure rice noodles. In addition, manufacturers of pure rice noodles could provide consumers with chances to taste samples of rice noodles with different proportions of rice content. This can encourage consumers to purchase pure rice noodles and serve as a marketing strategy.
謝辭 i
摘要 ii
Abstract iii
目錄 v
圖目錄 vii
表目錄 viii
第一章、緒論 1
第一節 研究動機與目的 1
第二節 研究步驟 3
第二章、米粉的產業概況 5
第一節 台灣米粉產業發展沿革與概況 5
第二節 彰化縣芬園鄉楓坑村米粉產業概況 6
第三節 新竹米粉產業發展沿革與概況 6
第四節 玉米澱粉使用之原因 8
第五節 純米米粉、調合米粉及炊粉或水粉之差異 9
第六節 米粉食品安全事件及後續影響 11
第七節 小結 14
第三章、文獻回顧 15
第一節 米粉產業相關文獻 15
第二節 米粉之食品科學相關文獻 16
第三節 食品安全相關文獻 17
第四節 聯合分析法相關文獻 20
第五節 選擇模型相關文獻 23
第六節 小結 29
第四章 研究方法論 31
第一節 分析方法 31
第二節 市場區隔理論 34
第三節 選擇模型之研究流程 35
第四節 選擇模型之理論與分析方法 37
第五節 小結 43
第五章、實驗招募與調查 45
第一節 參與者招募與焦點團體 45
第二節 米粉產品的屬性選擇 48
第三節 實驗設計 50
第六章、問卷調查與統計分析 53
第一節 問卷設計 53
第二節 敘述統計分析 56
第七章 實證結果分析 69
第一節 集群分析及市場區隔分析 69
第二節 選擇模型之實證結果 81
第八章 結論與建議 95
第一節 結論 95
第二節 建議 98
參考文獻 100
附錄 111
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