液態乳品之消費結構與產品屬性之消費者認知研究

Fluid Milk Consumption Structure and Consumer Perceptions of Product Attributes

本研究旨在探討不同年齡層消費者的鮮乳、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份等產品特性。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，明顯對於內容及成份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推估結果顯示，在各類液態乳的產品屬性因子中，與產品成份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。

This study analyzes consumption structure and the attribute perceptions of fresh milk, flavored milk, and yogurt drinks of consumers among various age groups. A total of 1,923 valid samples are collected from kindergarten, elementary schools, junior high schools, senior high schools, college 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 groups, 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 the generalized least squares estimates, major determinants to increase consumption of fresh milk and yogurt drinks are the factors related to the product 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 drinks per 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.