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題名：金門農產品標章消費認知與市場區隔分析
書刊名：行銷評論
作者：黃錦煌／林正士 引用關係／郭岑伊／李能慧 引用關係
作者(外文)：Huang, Chin-huang／Lin, Cheng-shih／Kuo, Tsen-i／Lee, Neng-huei
出版日期：2011
卷期：8:3
頁次：頁315-330
主題關鍵詞：安全農業；有機農業；消費者行為；市場區隔；Safe agriculture；Organic agriculture；Consumer behavior；Market segmentation
原始連結：連回原系統網址new window
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  • 被引用次數被引用次數:期刊(0) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:3
  • 點閱點閱:74
為保障消費者的消費農產品的安全，提高消費者購安全蔬菜之意願，金門縣政府發展「金門蔬果安全標章」來提升農產品食品安全與品質。本研究實地訪問消費者的結果顯示，有92%的消費者認識CAS有機標章，而且重視農產品保存期限的日期標示、蔬果的新鮮度、產品是否受到環境汙染與產品是否有農藥殘留等項目。由集群分析進行結果顯示，受訪民眾可區分為高度安全認知集群、CAS有機消費集群與重視產銷履歷集群，其中全面性安全集群對於選擇提升安全農業品質方案的比率以有機農業最高，願意增加採購次數也最高。而CAS有機集群則是對於有機農業產品願付增加支付的金額最高。
Kinmen County has developed ”Certification of Kinmen Safety Vegetables and Fruits” to raise the food safety and quality for produce, hoping to increase Kinman's willingness to buy agricultural products. This research interviewed consumers on the spot and found that 92% of them are able to recognize CAS organic label. And they value certain items a lot, such as the mark of preservation time limit, the freshness of food and if the products are contaminated by the environment and pesticide residue. Based on cluster analyzing to segment the market, the public can be separated into the cluster of high comprehensive safety perception, the cluster of consuming CAS organic label and the cluster of valuing produce-selling history. Among the three groups, the first group stands for organic agricultures in the project of enhancing produce safety and is willing to .increase the highest level of frequency for consumption. On the other hand, those in the second group are willing to pay the largest premium for organic products.
期刊論文
1.魯真、姜世英(20030600)。液態乳品之消費結構與產品屬性之消費者認知研究。農業經濟半年刊，73，97-142。new window  延伸查詢new window
2.Grunert, Klaus G.(2005)。Food quality and safety: consumer perception and demand。European Review of Agricultural Economics，32(3)，369-391。  new window
3.Oude Ophuis, P. A. M.、Van Trijp, H. C. M.(1995)。Perceived Quality: A Market Driven and Consumer Oriented Approach。Food Quality and Preference，6(3)，177-183。  new window
4.Whitehead, J. C.、Haab, T. C.、Huang, J. C.(2000)。Measuring Recreation Benefits of Quality Improvements with Revealed and Stated Behavior Data。Resource and Energy Economics，22(4)，339-354。  new window
5.Degnan, Frederick H.(2000)。Biotechnology and the Food Label: A Legal Perspective。Food and Drug Law Journal，55，301-310。  new window
6.Englin, J.、Cameron, T. A.(1996)。Augmenting Travel Cost Models with Contingent Behavior Data。Environmental and Resource Economics，7，133-147。  new window
7.徐中琦(19970600)。臺灣稻米行銷策略之研究。臺灣銀行季刊，48(2)，140-171。new window  延伸查詢new window
8.Cameron, T. A.(1992)。Combining Contingent Valuation and Travel Cost Data for the Valuation of Non-market Goods。Land Economics，68，302-317。  new window
9.黃琮琪、蔡麗玲、蔣憲國、劉祥熹(19970700)。消費者購買小包裝米品牌忠誠度之分析--嘉義地區案例。農業金融論叢，38，65-126。  延伸查詢new window
10.凌碧鴻(2000)。歐聯農產品品質保護體系。農政與農情，100，43-47。  延伸查詢new window
11.廖武正(1985)。小包裝食米購買行爲之分析。農產運銷季刊，62，9-22。  延伸查詢new window
12.鄭秋桂(2000)。衛生安全豬肉運銷體系之策略硏究--CAS優良豬肉推廣策略之硏究。臺灣銀行季刊，51(3)，70-94。new window  延伸查詢new window
13.Huang, J. C.、Haab, T. C.、Whitehead J. C.(1997)。Willingness to pay for quality improvement: should revealed and stated preference data be combined?。Journal of Environmental Economics and Management，34，240-255。  new window
14.Fotopoulos, Christos、Krystallis, Athanasios(2003)。Quality labels as a marketing advantage: the case of the "PDO Zagora" apples in the Greek market。European Journal of Marketing，37(10)，1350-1374。  new window
15.McEachern, M. G.、Warnaby, G.(2004)。Retail‘quality assurance’labels as a strategic marketing communication mechanism for fresh meat。International Review of Retail, Distribution and Consumer Research，14，255-271。  new window
16.Ward, R.、Briz, W.、J.、de Felipe, I.(2003)。Competing supplies of olive oil in the german market: an application of multinomial logit models。Agribusiness，19，393-406。  new window
17.Aakkula, J.、Peltola, J.、Maijala, R.、Siikamaki, J.(2005)。Consumer attitudes, underlying perceptions and actions associated with food quality and safety。Journal of Food Products Marketing，11(3)，67-87。  new window
18.Hayes, D. J.、Shogern, J. F.、Shin, A. Y.、Kliebenstein, J. B.(1995)。Valuing food safety in experimental auction markets。American Journal of Agricultural Economics，77，40-53。  new window
19.Roitner-Schobesbeger, R.、Darnhofer, I.、Somoook, S.、Vogl, C. R.(2008)。Consumer perception of organic food in Bangkok, Thailand。Food Policy，33，112-121。  new window
20.Roe, B.、Tesi, M. F.(2007)。Genetically modified food labeling: the impacts of message and messenger on consumer perceptions of labels and products。Food Policy，32，49-66。  new window
21.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。  new window
22.Rozan, A.、Stenger, A.、Willinger, M.(2004)。Willingness-to-pay for food safety: an experimental investigation of quality certification on bidding behaviour。European Review of Agricultural Economics，31(4)，409-425。  new window
23.Angulo, A. M.、Gil, J. M.(2007)。Risk perception and consumer willingness to pay for certified beef in Spain。Food Quality and Preference，18(8)，1106-1117。  new window
會議論文
1.黃錦煌、蕭景楷、李俊鴻、陳婉婷(2007)。鮮乳標章整合入CAS之消費認知和可行性分析。  延伸查詢new window
2.Loureiro, M.、Umberger, W. J.(2004)。A choice experiment model for beef attributes: what consumer preference。Denver, Colorado。  new window
學位論文
1.張仁憲(2003)。食米市場區隔與消費者態度之研究--以台中市為例(碩士論文)。國立中興大學。  延伸查詢new window
2.鄭新鐘(2002)。有機農產品消費者行爲之研究(碩士論文)。國立屏東科技大學。  延伸查詢new window
3.留孟彬(2004)。台灣鮮乳顧客忠誠度影響因素之硏究。國立中興大學。  延伸查詢new window
4.孫清義(2005)。CAS台灣好米消費者偏好與推廣策略。國立中山大學。  延伸查詢new window
圖書
1.Ajzen, I、Fishbein, M.(1975)。Understanding attitudes and predicting social behaviour。New Jersey：Prentice-Hall。  new window
2.Holbrook, Morris B.(1999)。Consumer Value: A Framework for Analysis and Research。Routledge。  new window
3.Hair, Joseph F. Jr.、Anderson, Rolph E.、Tatham, Ronald L.、Black, William C.(1995)。Multivariate Data Analysis: with Readings。Prentice Hall。  new window
4.McConnell, K.E.、Weninger, Q.、Sc Strand, I.(1999)。Testing the validity of contingent valuation by combining referendum responses with observed behaviors。Valuing Recreation and the Environment。Cheltenham, UK ; Northampton, MA。  new window
 
 
 
 
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