禽流感疫情對國產雞肉消費者安全認知之研究

Consumer Safety Awareness on Avian Influenza Epidemic of Domestic Chicken

10.6459/JCM.201309_10(2).0004

黃讚松(T. S. Huang)；唐雲明(Y. M. Tang)

國產雞肉 ； 禽流感 ； 安全認知 ； Domestic Chicken ； Avian Influenza ； Safety Awareness

危機管理學刊

10卷2期（2013 / 09 / 01）

37 - 46

繁體中文

本研究探討禽流感疫情爆發可能對一般消費者安全認知，因禽流感而影響消費購買行為。採用電腦輔助電話訪問系統方式進行調查訪問資料收集工作，進行分層等距抽樣，總共接通電話有3508件，有效樣本1213件，在95%的信心水準下，抽樣誤差約為±2.88%，完訪率34.6%。研究發現在禽流感事件影響方面：教育程度低、從事傳統農林漁牧業者，對於禽流感事件安全意識認知較低；在安全衛生影響方面：教育程度低、年紀大者、收入低者，較不會因改善傳統市場的消費環境，而提升其至傳統市場購買雞肉的意願。教程度高、職業屬軍公教、家庭收入高者，較會受雞肉產品經過屠宰衛生檢查合格影響而增加購買意願，禽流感疫情會影響消費者購買雞肉的認知，因此，建議政府及消費者應提高雞肉消費安全意識，購買符合安全衛生雞肉，建構安全消費環境，強化消費者監督功能。

Explore the avian influenza outbreak may be the consumer safety awareness, avian influenza affect consumer buying behavior. In this study, use of Computer-Assisted Telephone Interviewing System to investigate access to information-gathering, stratified systematic sampling and 3508, a total of the call, the effective sample 1213, the 95% confidence level, the sampling error is about± 2.88%, the response rate of 34.6%. The study found health and safety impacts: low levels of education, engaged in traditional agricultures, lower safety awareness of avian influenza incident; Impact of avian influenza incident: low levels of education, older, low-income less likely to improve the consumption environment of the traditional markets, enhance its willingness to traditional market to buy chicken. Civil servants, household income higher than by chicken products have been qualified meat inspector impact of increased willingness to buy. The outbreak of avian influenza will affect consumers buy chicken cognitive thereby affecting the buying behavior is therefore recommended that governments and consumers should increase the consumption of chicken meat safety awareness, healthy chicken, build a safe environment for consumption, strengthen the consumer watchdog function.

1. 吳宜蓁、盧鴻毅、侯心雅(2009)。樂觀偏誤及預防行為：台灣民眾對禽流感的反應。臺灣公共衛生雜誌，28(6)，505-516。
   連結：
2. World Health Organization. (2013). Human infection with influenza A(H7N9) virus in China - update, from http://www.who.int/csr/don/2013_04_15/zh/index.html
3. Becker, T.,Benner, E.,Glitsch, K.(2000).Consumer perception of fresh meat quality in Germany.British Food Journal,102(3),246-266.
4. Cowan, C.(1998).Irish and European consumer views on food safety.Journal of food safety,18(4),275-295.
5. Henson, S.,Northen, J.(2000).Consumer Assessment of the Safety of Beef at the Point of Purchase: A Pan‐European Study.Journal of Agricultural Economics,51(1),90-105.
6. Mumford, E.,Bishop, J.,Hendrickx, S.,Embarek, P. B.,Perdue, M.(2007).Avian influenza H5N1: Risks at the humananimal interface.Food & Nutrition Bulletin,28(Supplement 2),357S-363S.
7. Ollinger, M.,Ballenger, N.(2003).Weighing Incentives for Food Safety in Meat and Poultry.Amber Waves
8. Perkins, L. E. L.,Swayne, D.(2003).Comparative susceptibility of selected avian and mammalian species to a Hong Kong-origin H5N1 high-pathogenicity avian influenza virus.Avian Diseases,47(s3),956-967.
9. Smith, W.,Andrewes, C.,Laidlaw, P.,Timbury, M. C.(1995).A Virus obtained from influenza patients.Reviews in Medical Virology,5(4),187-191.
10. Suarez, D. L.,Senne, D. A.,Banks, J.,Brown, I. H.,Essen, S. C.,Lee, C.-W.,Pedersen, J. C.(2004).Recombination resulting in virulence shift in avian influenza outbreak, Chile.Emerging infectious diseases,10(4),693.
11. Twu, S.-J.,Chen, T.-J.,Chen, C.-J.,Olsen, S. J.,Lee, L.-T.,Fisk, T.,Chiang, I.-H.(2003).Control measures for severe acute respiratory syndrome (SARS) in Taiwan.Emerging infectious diseases,9(6),718-720.
12. Verbeke, W.(2001).Beliefs, attitude and behaviour towards fresh meat revisited after the Belgian dioxin crisis.Food Quality and Preference,12(8),489-498.
13. Verbeke, W.,Viaene, J.(1999).Beliefs, attitude and behaviour towards fresh meat consumption in Belgium: empirical evidence from a consumer survey.Food Quality and Preference,10(6),437-445.
14. 李昭蓉(1999)。國科會88年度研究計畫結案報告國科會88年度研究計畫結案報告,國科會。
15. 李華玲(2003)。碩士論文(碩士論文)。國立臺灣海洋大學應用經濟研究所。
16. 張永春(2006)。碩士論文(碩士論文)。國立中興大學應用經濟學系。
17. 黃韶顏、謝邦昌、高惠美(1993)。台灣地區婦女肉品消費行為研究。中華農學會報，3(1)，11-19。
18. 蔡瑞豐(1998)。台灣地區肉品需求彈性之研究。臺灣銀行季刊，49(4)，248-266。
19. 鄭秋桂(2000)。進口頭期款禽畜肉品消費市場結構與通路之策略研究。台灣銀行季刊，53(1)，228-348。
20. 魯真、張維纖(2002)。生鮮、冷藏及冷凍豬肉之消費者偏好及選擇行為分析。台灣土地金融季刊，2(39)，159-173。
21. 羅玲玲、楊弘任、楊璻菁、林觀靖(2005)。大都會地區消費者肉類購買及消費行為之分析。中華農學會報，6(2)，129-141。

1. 曾祥雲(2017)。影響台灣民眾施打新型流感疫苗意願的相關因素。中山醫學大學醫療產業科技管理學系碩士班學位論文。2017。1-96。