都會區上班族選購鮮食果品消費屬性偏好之研究

A Study of Office Workers' Preferences for Product Attributes when Purchasing Fresh Fruit in a Metropolitan Area

10.6730/JAAT.201409_15(3).0001

林德勝(De-Sheng Lin)；黃千瑩(Chien-Ying Hung)；戴劍鋒(Chien-Feng Tai)；彭克仲(Ke-Chung Peng)

鮮食水果 ； 產品屬性 ； 聯合分析 ； fresh fruit ； product attributes ； conjoint analysis

台灣農學會報

15卷3期（2014 / 09 / 01）

233 - 254

繁體中文

本研究旨在探討上班族選購鮮食果品時，哪些果品屬性為主要考量，並運用聯合分析法分析各屬性水準對滿意度之影響，進而預測最佳化果品組合。研究結果顯示：一、上班族選購鮮食果品時最主要考量之屬性為安全性及口味，對鮮食果品之包裝則最不重視。二、最受上班族喜歡的果品組合為：來源國為「臺灣」、單價為「15元以下／斤」、安全性為「吉園圃安全蔬果驗證標章」、品質為「特等」、口味為「甜的」、水份含量為「高的」、包裝為「塑膠袋」的組合。但高雄市之上班族則較偏好單價為「16元～30元／斤」之鮮食果品組合。三、 藉由人口統計變數之性別差異分析結果，女性之滿意度預測值高於男性。故以女性為目標客戶群進行鮮食果品之銷售，將可獲得更高的滿意度，鮮食果品亦會較暢銷。

This study aimed to investigate the main considerations of office workers when buying fresh fruit. Conjoint analysis was adopted to analyze the impacts of the level of satisfaction for each attribute to predict optimal combinations of fresh fruit purchasing. The results showed that: 1. Safety and taste of fresh fruit are the two most important attributes and packing is the least important for workers when buying fresh fruit. 2. The combination of fresh fruit attributes most preferred by workers is given as follows: the country of origin is Taiwan; the priced preferred price is NT$15 or less per kg; security meets ＂GAP safety of fruits and vegetables verification＂ standards; the quality is ＂best grade＂ and the taste is ＂sweet＂; moisture content is ＂high＂; the packaging type is ＂plastic bag＂. The preferred price for workers in Kaohsiung City prefer is NT$16 to 30 per kg instead. 3. According to gender difference analysis, female satisfaction is higher than male satisfaction. Therefore, targeting female workers as an audience could lead to better satisfaction and sales.