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研究生:文容嘉
研究生(外文):Widya Satya Nugraha
論文名稱:傳統市場肉品安全屬性之消費者偏好與市場區隔
論文名稱(外文):The Consumers’ Preference and Market Segmentation for Meat Safety Attributes in Traditional Markets
指導教授:楊上禾楊上禾引用關係
指導教授(外文):Shang-Ho Yang
口試委員:黃文琪謝奇明林俊昇
口試委員(外文):Wen-Chi HuangChi-Ming HsiehJeun-Sheng Lin
口試日期:2021-01-19
學位類別:碩士
校院名稱:國立中興大學
系所名稱:國際農學碩士學位學程
學門:農業科學學門
學類:一般農業學類
論文種類:學術論文
論文出版年:2021
畢業學年度:109
語文別:英文
論文頁數:74
中文關鍵詞:消費者偏好市場區隔願付價格傳統市場食品安全肉品安全屬性
外文關鍵詞:Consumer preferencemarket segmentationwillingness-to-paytraditional marketsfood safetymeat safety attribute
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  • 被引用被引用:0
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  • 下載下載:67
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當臺灣消費者更加關注食品安全問題,尤其是在傳統市場消費時,食品安全的議題,特別是涉及肉類產品的部分,對臺灣政府和食品產業而言都變得越來越重要。因此,政府和食品產業必須根據消費者的特點,了解其對傳統市場販售之肉品的偏好、願付價格與市場區隔。本研究的目的是確定肉品安全屬性的消費者和市場區隔,例如:QR碼、冷藏保存、臺灣生鮮豬肉標章 (TFP),以及價格。本研究使用了兩種模型:混合Logit模型 (MLM) 和潛在類別模型 (LCM)。同時,我們使用 STATA 14 和 R 語言分析我們的數據。研究結果顯示,超過一半的臺灣消費者(約 70%)更傾向擁有食品安全輔助設備的傳統市場。此外,根據願付價格的分析結果,臺灣消費者願意為傳統市場的冷藏保存和QR碼屬性支付額外的費用。因此,從現實的角度來看,建議政府可考慮提升傳統市場的肉販設備與額外的產品資訊,以提高消者的願付價格,並吸引消費者購買肉類產品。
Food safety issues, particularly those involving meat products are becoming more crucial to Taiwan’s government and food industry as Taiwanese consumers pay greater attention to food safety concerns, particularly in traditional markets. As a consequence, the Taiwanese government and food sector must understand Taiwanese consumer preferences, willingness-to-pay, and market segmentation of meat products offered in the traditional Taiwanese market based on their characteristics. The purpose of this study was to determine consumer and market segmentation for meat safety attributes such as QR Code, Cold Storage, Taiwan Fresh Pork (TFP), and Price. We utilized two models in this study: a mixed logit model (MLM) and a latent class model (LCM). Meanwhile, we analyzed our data using STATA 14 and R programming. The findings suggest that more than half of Taiwanese consumers (approximately 70%) prefer the presence of food safety supporting facilities in traditional Taiwanese markets. Additionally, according to the WTP findings, Taiwanese consumers are willing to pay a premium for cold storage and QR code attributes in traditional Taiwanese markets. Therefore, from a practical standpoint, it is recommended that the government consider upgrading the meat butchers and extra product information in traditional Taiwanese markets in order to improve consumers’ willingness to pay and to entice consumers to purchase a meat product.
ACKNOWLEDGMENT.......................i
中文摘要.............................ii
ABSTRACT.............................iii
TABLE OF CONTENTS....................iv
LIST OF TABLES.......................vi
LIST OF FIGURES......................vii
ACRONYMS AND ABBREVIATIONS...........viii
CHAPTER I............................1
INTRODUCTION.........................1
1.1 Introduction.................1
1.2 Research Objectives..........3
1.3 Research Procedure...........3
CHAPTER II...........................5
LITERATURE REVIEW....................5
2.1 Consumer Heterogeneity.......5
2.2 Consumer Preferences.........5
2.3 Market Segmentation..........7
2.4 Traditional Market...........7
2.5 Willingness to Pay...........8
2.6 Food Safety Supporting Facilities (FSSF)...8
CHAPTER III..........................10
METHODOLOGY..........................10
3.1 An Analysis of Secondary Data.......10
3.2 Survey and Questionnaire Design.....11
3.3 Experiment Design and Choice Set....12
3.4 Attribute and Level Settings........14
3.5 Data Analysis................16
CHAPTER IV...........................21
RESULTS AND DISCUSSIONS..............21
4.1 Description of Sample........21
4.2 The Consumer Preferences.....22
4.3 The Standard Deviation of The Random Parameter...28
4.4 The willingness to pay estimates based on the MLM...30
4.5 Parameter results of LCM.....34
CHAPTER V............................38
CONCLUSIONS AND LIMITATION...........38
5.1 Conclusions..................38
5.2 Limitation...................39
References...........................41
APPENDIX.............................49
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