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E10350
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021
傳統市場生鮮肉品包裝資訊與需求之調查研究
A Study of Fresh Raw Meat Packaging Information and Demand at Wet Markets
1.楊上禾
1.Shang-ho Yang
1.國立中興大學生物產業管理研究所
1.Graduate Institute of Bio-Industry Management, National Chung Hsing University
001,002,003,004
1.國立中興大學生物產業管理研究所
1.Graduate Institute of Bio-Industry Management, National Chung Hsing University
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2014-08-01
A.14 計畫執行期間(訖):2015-12-31
2015-07-012015-07-312015-08-012015-08-07
A.16 收到日期:2016-01-21
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最近一年內,曾到傳統市場購買豬肉、牛肉、羊肉、雞肉等肉類產品的消費者

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2381


2381
001,007
C.2 聯絡日期:2016-01-22
2
1.國立中興大學生物產業管理研究所
1.Graduate Institute of Bio-Industry Management, National Chung Hsing University
1
C.7 資料公開日期:2021-01-01
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008
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001
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1.生鮮肉品
2.食品安全
3.產品資訊
4.傳統市場
5.購買行為
1.Fresh Raw Eat
2.Food Safety
3.Product Information
4.Traditional Markets
5.Purchasing Behavior
  本研究旨在探討一般消費者在傳統市場對於生鮮肉品之選擇,是否對傳統市場肉品資訊有潛在需求,並且哪些肉品資訊是最需要的,而肉品資訊需求與消費者的購買行為有何關係。本研究採用焦點團體訪談法與問卷調查法探討消費者的肉品資訊需求,透過網路及街訪平板問卷收集方式共獲得2,381 個有效樣本數。   在問卷調查法檢測結果顯示肉品部位、肉品種類、CAS 電宰猪肉、產地或產地來源國以及保存方式說明等資訊為前五大影響消費者的購買意願,而消費者對於不同資訊的提供與願付價格關係中也以有無瘦肉精檢驗資訊為最高(平均每斤約願多付$6)、產地來源則平均約願多付$5.5、宰殺日期與時間則約願多付$5 以及營養資訊僅約願多付$3.5。盡管如此,傳統市場主要客群,如家庭主婦,普遍比一般消費者並不會願意多付額外購買成本去獲得產品資訊,因此,針對傳統市場肉品資訊需求研究應須進一步探討主要傳統市場族群的需求,並加入實地實驗設計以能直接觀察消費者對架上資訊的反應。

This study investigates the usage of the package labeling with detail information of fresh raw meat for traditional market consumers, and understands the demand of meat product labeling in traditional markets. A total of 2,381complete observations were collected from web-based survey and street survey nearby traditional markets. Our survey outcomes show that meat cut, meat type, CAS slaughter pork, traceability, storage method instruction are the top five information would enhance consumers’ purchasing intention. Consumers’ willingness-to-pay reveals differently in each type of meat product information. On average, consumers would like to pay more about $6 per jin for the examination of growth hormone, about $5.5 for traceability, about $5 for slaughter and expiration date, and about $3.5 for nutrition information. Even so, the major consumer group of traditional markets are household meal planners, and they are less likely to pay more extra cost for meat product information if comparing to general consumers. Thus, this study suggests that it is necessary to further understand thedemand of core consumers in traditional market. Even it should include a field study with experiment design for directly observing consumer reflection on shelf labeling of meat product information.

D.16 完成檢誤日期:2016-05-13
D.17 預定釋出日期:2021-01-05
D.18 初次釋出日期:2021-01-05
D.19_1 最新版釋出日期:2021-01-05
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10.6141/TW-SRDA-E10350-1
http://efenci.srda.sinica.edu.tw/webview/index.jsp?object=http://efenci.srda.sinica.edu.tw:80/obj/fStudy/E10350
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