臺灣博碩士論文加值系統

隨著社會變遷，消費者的生活飲食習慣及生活型態也跟著轉變。在水產品的購買行為方面，也隨著養殖技術的進步、保鮮技術的發展，以及近海和遠洋漁業的轉變而有所變化。目前在學術界上，比較缺乏針對消費市場之基礎概念—產品屬性、購買動機，與消費意願—進行整合探索的研究，此一缺口便是本研究的動機。
基於此一缺口和動機，本研究將先理解水產品的產品屬性及消費者購買水產品的動機，進而分析這些產品屬性與購買動機對消費意願的綜合影響。本研究也將探究，不同的人口變項對消費意願所產生的差異。本研究文獻探討的主題包括有：（一）臺灣的漁業和養殖漁業、（二）產品屬性和消費意願，以及（三）購買動機和消費意願。
本研究以有食用及購買水產的消費者為研究對象，問卷收集採用網路問卷方式，共計有1,309人進入問卷網站，共回收738份問卷，剔除回答不全、呈規律性填答、回答內容衝突，有效樣本數為676份。研究者運用SPSS for Windows 21進行統計分析，以敘述統計進行人口變項的分析，再進行平均數、標準差、因素負荷量、t檢定、變異數分析（ANOVA），以及迴歸（regression）等統計分析。
本研究結果顯示，水產品可區分為三大屬性分別為：實用屬性、享樂屬性，與象徵屬性等三種屬性，而水產品購買動機亦可區分為三項動機：理性動機、情緒動機，與惠顧動機等三類動機。調查研究總結，理性動機、惠顧動機，與享樂屬性皆會顯著地影響水產品的消費意願。其中，惠顧動機是影響水產品消費意願最強的因素，其次是享樂屬性和理性動機。
本研究結果在學術上有三項貢獻：確認了水產品之產品屬性和購買動機的因素結構；確認水產品之產品屬性和購買動機對消費意願的影響；以及點出未來更有價值的市場研究方向。本研究結果另有兩項實務貢獻：可為水產品供應商及通路商提供嶄新的思考方向與行銷策略；也能為水產品供應商提供更適合消費者的產品及銷售環境之建言。

As society changes, consumers’ eating habits and lifestyles also change. The purchase behavior of aquaculture products has also switched with the advancement of aquaculture technology, the development of fresh-keeping techniques, and the developmental trends of offshore and ocean fisheries. At present, there is a lack of academic research on the integration of basic concepts of the consumer market, such as product attributes, purchase motivation, and consumption intention. This gap needs to be filled and further motivates the present study.
Based on the gap and motivation, the researcher study first explored the product attributes of aquaculture products and consumers’ motivation to purchase these products. The researcher then analyzes the impact of these product attributes and purchase motivations on consumption intention. Furthermore, the differences in consumption intention caused by different demographic variables were also examined in the current study. The topics covered in the literature review of this study include: (1) Taiwan’s fisheries and aquaculture products, (2) product attributes and consumption intention, and (3) purchase motivation and consumption intention.
The current study was targeted on the consumers who have eaten aquaculture products or have related purchase experiences. The questionnaires were collected through an online survey. A total of 1,309 people entered the questionnaire website, and a total of 738 questionnaires were collected. Excluding the irregular samples, such as incomplete questionnaires, indifferent fill-outs, and conflicting answers, the number of valid samples is 676. The researcher then used SPSS for Windows 21 to perform statistical analysis. Descriptive statistics was performed to analyze the demographics, and means and standard deviations were then sum up and averaged. In addition, factor analysis, t test, ANOVA, and multiple regression were also conducted to answer correspondent research hypotheses and questions.
The results revealed that the attributes of aquaculture products can be divided into three types, namely utilitarian, hedonic, and symbolic, and that purchase motivations can be categorized into three types, namely rational, emotional, and patronage-based motivations. The results continually indicated that the patronage motivation, hedonic attribute, and rational motivation positive affected the consumption intention of aquaculture products. Among them, the patronage motivation exerted the strongest influence on the consumption intention of aquaculture products, followed by the hedonic attribute and rational motivation. The results have their academic contributions and practical implications.
The research outcomes have three academic contributions. They confirm the factor structures of aquaculture product attributes and purchase motivation; determine the influence of the product attributes and purchase motivation on consumption intention, and point out the future direction of market research in aquaculture products. The results also have two practical implications. They provide marketing strategies for aquaculture product suppliers; and offer aquaculture product distributors suggestions regarding the way to make their product stand out in a retail environment.

目錄---------------------------------------------------------------------------------I
圖目錄----------------------------------------------------------------------------IV
表目錄-----------------------------------------------------------------------------V
誌謝-------------------------------------------------------------------------------VI
中文摘要------------------------------------------------------------------------VII
Abstract--------------------------------------------------------------------------IX
第一章 緒論---------------------------------------------------------------------1
第一節 研究背景---------------------------------------------------1
第二節 研究動機---------------------------------------------------3
第三節 研究目的---------------------------------------------------4
第四節 研究貢獻---------------------------------------------------5
第五節 名詞釋義---------------------------------------------------6
第二章 文獻探討---------------------------------------------------------------7
第一節 臺灣的漁業和養殖漁業---------------------------------7
第二節 產品屬性和消費意願-----------------------------------12
第三節 購買動機和消費意願-----------------------------------16

第三章 研究方法與設計-----------------------------------------------------21
第一節 調查研究方法--------------------------------------------21
第二節 研究架構--------------------------------------------------23
第三節 研究假設與問題-----------------------------------------24
第四節 研究對象--------------------------------------------------25
第五節 研究工具--------------------------------------------------26
第六節 調查過程--------------------------------------------------27
第七節 分析方法--------------------------------------------------28
第四章 研究結果與分析-----------------------------------------------------31
第一節 描述性統計-----------------------------------------------31
第二節 因素分析--------------------------------------------------34
第三節 T檢定-----------------------------------------------------40
第四節 變異數分析-----------------------------------------------42
第五節 迴歸分析--------------------------------------------------45
第五章 研究討論--------------------------------------------------------------47
第一節 人口變項--------------------------------------------------47
第二節 產品屬性--------------------------------------------------50
第三節 購買動機--------------------------------------------------51
第四節 研究限制與未來研究-----------------------------------52
第六章 結論與建議-----------------------------------------------------------55
第一節 研究結論--------------------------------------------------55
第二節 研究建議--------------------------------------------------57
參考文獻--------------------------------------------------------------------------59
附錄--------------------------------------------------------------------------------67

圖目錄
圖1 近十年各項漁業生産量----------------------------------------10
圖2 三大漁業產量（a）與產值（b）比例----------------------10
圖3 臺灣養殖漁業重鎮----------------------------------------------11
圖4 研究架構----------------------------------------------------------23
 
表目錄
表1 2017年漁戶數、漁戶人口數及漁業從業人數--------------9
表2 人口變項敘述統計結果----------------------------------------33
表3 產品屬性之因素分析、平均值、標準差與α值----------35
表4 購買動機之因素分析、平均值、標準差與α值----------38
表5 性別之獨立樣本t檢定-----------------------------------------40
表6 主要採購者之獨立樣本t檢定--------------------------------41
表7 學歷對各變項之獨立樣本ANOVA檢定-------------------42
表8 年齡對各變項之獨立樣本ANOVA檢定-------------------43
表9 居住區域對各變項之獨立樣本ANOVA檢定-------------44
表10 消費意願之迴歸分析-------------------------------------------46

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