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研究生:潘俊瑋
研究生(外文):Chun-Wei Pan
論文名稱:臺灣消費者對酪梨之偏好研究
論文名稱(外文):A Study of Taiwanese Consumers’ Preference for Avocados
指導教授:陳韻如陳韻如引用關係
指導教授(外文):Yun-Ju Chen
口試委員:黃裕盛郭曉怡
口試日期:2023-07-26
學位類別:碩士
校院名稱:國立中興大學
系所名稱:農業經濟與行銷碩士學位學程
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:2023
畢業學年度:111
語文別:中文
論文頁數:60
中文關鍵詞:酪梨選擇試驗法廉價磋商採收指標
外文關鍵詞:AvocadoChoice ExperimentCheap TalkHarvest Standards
相關次數:
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  • 下載下載:27
  • 收藏至我的研究室書目清單書目收藏:0
酪梨近幾年以健康的形象受到消費者的青睞,並且市場逐漸擴大。因其相對穩定的利潤,越來越多的農民紛紛投入種植。然而在消費端的部分,國內酪梨品種眾多,不同品種的酪梨後熟特徵各異,民眾對於熟度的判斷困難。而生產者在採收時又偶有過早採收的情形,以至於消費者可能有買到啞果的情形發生。上述情形將導致消費體驗受到影響,因此本研究透過選擇試驗法,探討消費者在購買酪梨時,對於熟度指標以及過往研究中顯示能提高消費意願的有機認證、產銷履歷以及動物福利認證等食品標籤的願付價格,以觀察消費者對上述產品屬性的重視程度。
本研究共有兩個版本的問卷共499份有效樣本,其中一個版本在熟度指標的屬性說明欄位加入了簡短的廉價磋商(cheap talk),使受訪者對其概念更加清楚。研究結果顯示在兩個版本中,受訪者對有機認證、產銷履歷以及熟度指標皆有加價購買的意願。而有cheap talk的版本中,熟度指標的願付價格高於無cheap talk的版本,顯示對熟度指標概念更清楚的消費者在購買酪梨時確實更加重視酪梨的熟度,並且因為擔心購買到啞果,對熟度指標產生需求。此外,購買過酪梨以及月薪4萬元以上的族群在有機認證、產銷履歷以及熟度指標的願付價格較高,此結果與過往蔬果相關的研究結果一致。
Avocado has been popular among consumers throughout the years, for its healthy and nutritious image. What comes with the expand of the market is the relatively stable income, thus attracting farmers to engage in production. However, consumers are facing over 30 variations of avocados currently in Taiwan, while each of them having their own appearance of maturity, consumers might have difficult distinguishing them. On the other hand, farmers occasionally harvest avocados too early, making avocados unable to mature properly after harvest. All of these factors of maturity mentioned above could affect the experience of a consumer.
This study aims to estimate the willingness to pay of the maturity index and several other labels that were proven to increase the value of fruits and vegetables by applying the choice experiment method. There are two versions of the survey, one applying cheap talk on the maturity index, so interviewees would have a better picture of the concept of the maturity index. The result showed that in both versions, consumers are willing to pay for organic certification, traceability and maturity index. Moreover, in the version with cheap talk, which consumers have a better understanding of the concept of maturity index, has even higher WTP on maturity index, showing that consumers sees maturity as an important factor when it comes to purchasing avocados and would pay a certain amount of money to ensure the quality of it. On top of that, this study also found out that consumers that have bought avocados before or having a monthly wage over 40 thousand have a higher WTP on organic certification, traceability and maturity index which showed consistence to previous studies.
摘要 i
Abstract ii
目次 iii
表目次 iv
圖目次 v
第一章、緒論 1
第一節、 研究背景與目的 1
第二節、 研究流程 8
第二章、文獻回顧 10
第一節、消費者對有機蔬果的偏好 10
第二節、消費者對動福標章的偏好 11
第三節、消費者對產銷履歷的偏好 13
第四節、消費者對酪梨的偏好 14
第五節、廉價磋商(CHEAP TALK)相關文獻 16
第三章、研究方法 18
第一節、敘述性偏好 18
第二節、理論模型 20
第四章、問卷設計與資料分析 25
第一節、問卷內容 25
第二節、選擇試驗設計 25
第三節、樣本敘述統計分析 30
第五章、實證模型與分析 34
第一節、實證模型建立 34
第二節、實證結果分析 37
第六章、結論與建議 44
第一節、結論 44
第二節、研究建議 47
參考文獻 49
附錄 57
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