台北地區家庭購買豬肉的消費行為分析

The Analysis of Household Purchasing Behaviors of Pork in the Taipei Area

本研究應用二元選擇模型來檢視台北地區家庭購買溫體與冷凍（或冷藏）豬肉的消費行為。本研究首先檢視購買者對於豬肉產品特質的認知對其選擇購買豬肉產品形式的影響；隨後，進一步分析購買者對於溫體豬肉與冷凍（或冷藏）豬肉的認知如何受到人口變數的影響進行。本研究檢視購買者認知對其購買豬肉產品形式的影響，結果顯示：購買者對於豬肉產品價格、新鮮度、衛生水準以及方便性等四項認知顯著地影響購買者選擇購買豬肉產品的形式。由分析人口變數對購買者購買豬肉產品認知的研究結果發現：(1)年齡愈大愈認為溫體豬肉比冷凍冷藏豬肉便宜；(2)同住家人數愈多愈認為溫體豬肉比冷凍冷藏豬肉便宜、新鮮、衛生；(3)全職就業的購買者雖然會認為溫體豬肉比冷凍冷藏豬肉便宜，但卻也認為溫體豬肉比冷凍冷藏豬肉不方便；(4)教育程度愈高愈認為冷凍冷藏豬肉比溫體豬肉新鮮、衛生；(5)家庭月所得愈高愈認為冷凍冷藏豬肉比溫體豬肉新鮮、衛生、方便。綜合而言：購買者年齡愈大、同住家人數愈多愈傾向購買溫體豬肉；教育程度愈高、家庭月所得愈高的購買者則愈傾向購買冷凍冷藏豬肉。

This study applied Binary Choice Model to investigate the householdpurchasing behaviors of fresh and frozen (or frosted) pork in the Taipei area.In the first part, we analyzed the effects of purchasers’ perception on thecharacteristics of fresh and frozen (or frosted) pork on their purchasingselection. In the second part, we then analyzed how would the householddemographic factors affect the purchasers’ perception of the characteristics ofdifferent forms of pork.Regarding the effects of purchasers’ perception on their purchasingselection, the regression results revealed that the purchaser’s perception ofprice, freshness, cleanliness and convenience of different forms of porkinfluences the purchasers’ pork selection significantly. Moreover, we found thefollowing relations, including: (1) older purchasers tend to have the perceptionthat fresh pork is cheaper; (2) purchasers from large households tend to havethe perception that fresh pork is cheaper, fresher, and cleaner; (3) purchaserswith full-time jobs tend to have the perception that fresh pork is cheaper thanfrozen (or frosted) pork, but the latter is more convenient than the former; (4)purchasers with higher education levels tend to have the perception thatfrozen (or frosted) pork is fresher and more convenient than fresh pork; (5)purchasers with higher household incomes tend to have the perception thatfrozen (or frosted) pork is fresher, cleaner and more convenient than fresh pork.In conclusion, if a purchaser is older or from a larger household, she (orhe) will be inclined to buy fresh pork. On the other hand, if a purchaser has ahigher education level or has a higher monthly household income, she (or he)will be inclined to buy frozen (or frosted) pork.