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研究生:許詩淳
研究生(外文):Shih-Chun Hsu
論文名稱:消費者對烏魚子產品之認知及消費行為與願付價格
論文名稱(外文):Consumers’ Cognition, Purchasing Behavior and Willingness-To-Pay for Mullet Roe
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:詹滿色李俊鴻
口試委員(外文):Man-ser JanChun-Hung Lee
口試日期:2018-06-03
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:2018
畢業學年度:106
語文別:中文
論文頁數:102
中文關鍵詞:選擇實驗烏魚子消費者偏好雌激素願付價值
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烏魚產業在我國已有多年歷史,不僅具有高經濟價值更有文化價值,而隨漁撈量的減少、我國養殖技術進步,養殖烏魚產業的重要性漸趨增加,在含雌激素之變性飼料的事件引發消費者對烏魚子產品產生疑慮後,漁業署也公告禁用雌激素於飼料中並以朝向自然養殖法養殖烏魚的方向發展,然消費者對於自然養殖法的烏魚是否有較高的購買意願也將影響漁民的收益,因此本研究探討消費者對烏魚子的認知、偏好及對自然養殖法烏魚子的願付價格。
本研究主要利用選擇實驗法分析我國消費者對烏魚子的偏好,以及自然養殖法之烏魚子的目標市場與潛在客群,研究結果發現消費者對烏魚子具有異質性偏好,消費者對烏魚子屬性的偏好程度依序為「有認證及標示飼料檢驗結果」、「野生」、「低鹽」,而偏好具備上述屬性烏魚子的消費者為教育程度較高且認為飼料資訊應標示者;在敘述統計結果中也發現有約七成的消費者願意提高願付價格購買非化學激素養殖的烏魚子,平均願付比例為10%,由以上結果皆可見我國對烏魚子飼料議題之重視。
根據研究結果,本研究建議烏魚子產品除了取得認證外也應建立溯源管道,以避免疑慮發生時對整體產業的衝擊,在行銷方面,重量標示應統一單位及與調整鹹度,以利消費者依需求選購烏魚子並符合市場偏好。
Mullet roe is a traditional food in Taiwan and generates high economic value every year. As catch yields decrease, more research is conducted towards mullet culturing, but less goes towards consumers’ preference. Some research found that adding a little Estradiol to mullet feed could increase female mullet proportion from 15% to 95% in the 19th century. This technique is not often promoted for it is not compliant with the Veterinary Drugs Control Act, and yet feed production factories and fishermen have produced and used it for many years without consumer knowledge. Taiwan’s Fisheries Agency recently announced that estrogen is not allowed in mullet feed and promotes natural mullet culturing. However, research on consumers’ preferences is still absent. Therefore, this research investigates Taiwanese consumers’ cognition, consumption behaviors, and their willingness-to-pay for mullet roe.
A choice experiment is employed and the choice data is analyzed with a mixed logit model, a random parameter model, and a latent class model, respectively. The results reveal that Taiwanese consumers’ preferences on mullet roe are heterogeneous and consumers place the highest value on the attribute of certification and inspection, followed by the attribute of wild, and ultimately on low-salt. According to statistical results, more than 70 percent of Taiwanese consumers are willing to pay higher for mullet roe which is estrogen-free. Therefore, Taiwanese consumers are inferred to put more emphasis on safety than flavor. To provide safer mullet roe, the traceability system of mullet roe should be established as soon as possible. Furthermore, this research suggests the same for other processed fishery products in Taiwan.
口試委員審定書 i
謝辭 ii
摘要 iii
Abstract iv
目錄 v
表目錄 vii
圖目錄 ix
第一章 緒論 1
第一節 研究動機與目的 1
第二節 研究步驟 4
第三節 研究架構 5
第二章 台灣烏魚子產業背景與概況 6
第一節 烏魚產業簡介及烏魚子製作過程 6
第二節 雌激素於養殖烏魚的使用規定 12
第三節 小結 16
第三章 文獻回顧 17
第一節 雌激素有利提高烏魚雌性比例相關文獻 17
第二節 影響消費者購買決策相關文獻 18
第三節 選擇實驗相關文獻 23
第四節 小結 25
第四章 研究方法與模型 26
第一節 分析方法 26
第二節 選擇實驗之概念與方法 26
第三節 選擇模型理論與分析方法 30
第四節 小結 34
第五章問 卷設計與調查結果 35
第一節 屬性選擇 35
第二節 問卷內容與調查對象 42
第三節 問卷調查對象與調查方法 45
第四節 敘述統計分析 47
第五節 交叉分析 61
第六節 小結 82
第六章 實證結果 83
第一節 屬性等級變數定義與模型設定 83
第二節 選擇模型估計結果 86
第七章 結論與建議 93
第一節 結論 93
第二節 建議 94
參考文獻 96
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