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引文資料
題名:
液態乳品之消費結構與產品屬性之消費者認知研究
書刊名:
農業經濟半年刊
作者:
魯真
/
姜世英
作者(外文):
Lu, Hsu Jane
/
Chiang, Shin-ying
出版日期:
2003
卷期:
73
頁次:
頁97-142
主題關鍵詞:
液態乳消費
;
屬性認知
;
Fluid milk consumption
;
Attribute perceptions
原始連結:
連回原系統網址
相關次數:
被引用次數:期刊(
2
) 博士論文(0) 專書(0) 專書論文(0)
排除自我引用:
2
共同引用:
1
點閱:98
本研究旨在探討不同年齡消費層的鮮乳、調味乳、及優酪乳消費數量以瞭解液態乳市場之整體消費結構及不同年齡層消費者對於液態乳品之屬性認知差異。研究中資料的搜集依照消費年齡層的不同而分為六個層級,包括幼稚園學童、小學生、中學生、高中生、大專生、及社會人士。本研究在三大都會區共搜集1,923份有效樣本。在飲用量方面,國人於15歲以下之人口僅佔總人口數的2成,此年齡層鮮乳之飲用量卻高達消費量的6成。鮮乳的消費是自國中階段明顯下降,調味乳則是至大專之後消費量顯著減少,優酪乳消費量的差異在各年齡層間並不具統計顯著性。 在液態乳屬性的重視程度上,幼稚園及小學學童屬液態乳高消費群,購買決策卻通常是由父母或家長所決定。此階段的父母或家長重視的是液態乳的內容及成分等產品特性。國中至高中階段的消費者在液態乳方面重視的是價格/容量及風味。大專學生對三種液態乳屬性的重視程度上,明顯對於內容及成分等產品特性的重視程度低,對其他屬性構面的重視程度上歧異性較小。社會人士階段相對較重視液態乳的促銷及廣告。 液態乳品消費量的GLS推估效果顯示,在各類液態乳的產品屬性因子中,與產品成分及內容相關的因子是影響消費者提高鮮乳及優酪乳每月飲用量的主要因素。調味乳部分,主要促使消費者提高飲用量的因素則為風味因子。當考量液態乳產品屬性認知及修正異質變異後,鮮乳每月消費量在大專生及社會人士階段會較幼稚園生分別減少2,873克及1,823克;調味乳每月消費量在社會人士階段較幼稚園生減少1,060克;優酪乳每月消費量自國中生至社會人士階段會較幼稚園生增加約930克至1,295克。
以文找文
This study analyzes consumption structure and the attribute perceptions of fresh milk, flavored milk, and yogurt drinks of comsumers among various age groups. A total of 1,923 valid samples are collected from kindergarten, elementary schools, junior high schools, senior high schools, colleges students, and adults. The youngsters under the age of fifteen account for about twenty percent of total population but consume nearly sixty percent of fresh milk products in the market. Among the various age group, the fresh milk consumption gradually decreases starting from junior high school students. For flavored milk, adults consume much less quantities than children and teenagers. The consumption of yogurt drinks does not exhibit statistical differences among various age groups. The children in the kindergarten and elementary school levels consume relatively large quantities of fluid milk products. However, the purchasing decisions are usually made by their parents or the household heads, who believe the content or ingredients of fluid milk products can be more important than other attributes. The junior and senior high school students pay more attention to price/quantity of fluid milk products. College students seem to be less concerned with the content or ingredients of fluid milk products. Adults are more attracted by promotion and advertising. Based on the results of generalized least squares estimates, major determinants to increase consumption of fresh milk and yogurt drinks are the factors related to the producte content and ingredients. For flavored milk products, flavors seem to be influential. When the attribute perceptions and heteroskedasticity are taken into considerations, the fresh milk consumption of college students and adults are 2,873 and 1,823 grams, respectively, less than fresh milk consumption of kindergarten children per month on average. For flavored milk, adults consume 1,060 grams less than a typical kindergarten kid drinksper month. For yogurt drinks, the consumption increases with the age. The differences of quantities consumed between junior high school students and kindergarten children are 930 grams per month on average. This figure enlarges to 1,295 grams when considers the differences between kindergarten children and adults on average yogurt drink consumption per month.
以文找文
期刊論文
1.
Pelletier, D. L.、Kendall, A.(1999)。Nutrition and Dairy Industry Benefits Associated with Promoting Lowfat Milk: Evidence from the 1989 CSFII。Family Economics & Nutrition Review,12(1),3-13。
2.
林孟璋(1993)。臺灣省家庭乳品之消費支出:Tobit模型之應用。農業經濟半年刊,53,65-78。
延伸查詢
3.
胡宜文(1993)。臺灣地區牛乳與羊乳消費行為分析。雜糧與畜產,241,18-27。
延伸查詢
4.
萬鍾汶、陳海菁(1997)。廣告對臺灣鮮乳市場需求之動態影響效果。農產運銷論叢,2,117-132。
延伸查詢
5.
萬鍾汶、蔡孟航(1999)。臺灣乳品特徵隱含價值之分析。臺灣銀行季刊,50(3),225-244。
延伸查詢
6.
魯真、林芋佐(2003)。液態乳消費市場區隔分析。臺灣土地金融季刊,40(1),107-120。
延伸查詢
7.
Connors, P.、Bednar, C.、Klammer, S.(2001)。Cafeteria Factors that Influence Milk-drinking Behaviors of Elementary School Children: Grounded Theory Approach。Journal of Nutrition Education,33(1),31-36。
8.
Elbon, S. M.、Johnson, M. A.、Fisher, J. G.(1998)。Milk Consumption in Older Americans。American Journal of Public Health,88(8),1221-1224。
9.
Grunert, K. G.、Bech-Larsen, T.、Bredahl, L.(2000)。Three Issues in Consumer Quality Perception and Acceptance of Dairy Products。International Dairy Journal,10(8),575-584。
10.
Horwath, C. C.、Govan, C. H.、Campbell, A. J.、Busby, W.、Scott, V.(1995)。Factors Influencing Milk and Milk Product Consumption in Young and Elderly Women with Low Calcium Intakes。Nutrition Research,15(12),1735-1745。
11.
魯真、Liu, G. S.(2000)。Consumer Perceptions of Fluid Advertising in Taiwan。International Journal of Advertising,19(4),471-486。
12.
魯真、Kao, Jui-Sheng(2001)。Factors Affecting Consumers' Fluid Milk Purchasing Patterns in Taiwan: Product Comparisons and Marketing Implications。Journal of Food Products Marketing,7(3),41-51。
13.
Jensen, H. H.、Kesavan, T.(1993)。Sources of Information, Consumer Attitudes on Nutrition, and Consumption of Dairy Products。The Journal of Consumer Affairs,27(2),357-376。
14.
Jensen, K.(1995)。Fluid Milk Purchase Patterns in the South: Effects of Use of Nutrition Information and Household Characteristics。Journal of Agricultural and Applied Economics,27(2),644-657。
15.
Han, J. S.、Biernacke, I.、Novotny, R.(1999)。Motivators and Barriers to Consuming Calcium-rich Foods among Asian Adolescent in Hawaii。Journal of Nutrition Education,31(2),99-104。
16.
Schutz, H. G.、Judge, D. S.、Gentry, J.(1986)。The Importance of Nutrition Brand, Cost, and Sensory Attributes to Food Purchase and Consumption。Food Technology,40,79-82。
17.
Wechsler, H.、Basch, C. E.、Zybert, P.、Shea, S.(1998)。Promoting the Selection of Low-fat Milk in Elementary School Cafeterias in an Inner-city Latino Community: Evaluation of an Intervention。American Journal of Public Health,88(3),427-433。
18.
Watanabe, Y.、Suzuki, N.、Kaiser, H. M.(1997)。Identifying Consumer Characteristics Associated with Japanese Preferences toward Milk Products。Agribusiness,13(4),357-363。
19.
Watanabe, Y.、Suzuki, N.、Kaiser, H. M.(1999)。Predicting Japanese Dairy Consumption Behavior using Qualitative Survey Data。Agribusiness,15(1),71-79。
會議論文
1.
魯真、Liu, Gary Shang-Min(2000)。Evaluating Branded Advertising of Fluid Milk Products in Taiwan。Vancouver, Canada。
學位論文
1.
林伯岳(2001)。優酪乳消費者行為之研究--以台中地區居民為例(碩士論文)。東海大學。
延伸查詢
2.
楊佩玲(2001)。屬性熟悉度對消費者偏好之影響(碩士論文)。長庚大學。
延伸查詢
3.
江啟明(1989)。模組化行銷偵測系統(碩士論文)。國立交通大學。
延伸查詢
4.
李佳臻(2001)。電視廣告效果評估之研究-臺灣鮮乳標章之個案分析,沒有紀錄。
延伸查詢
5.
許菁君(1995)。廣告支出對流質乳消費需求的影響-訊息不完全與不對稱性之應用,沒有紀錄。
延伸查詢
圖書
1.
Grant, J.(1992)。How Advertising Stated a Craze for Milk among Children。Advertising Effectiveness Awards。London, UK。
其他
1.
經濟部統計處(0)。工業生產統計月報,沒有紀錄。
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2.
Foreign Agricultural Services,沒有紀錄。
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