消費者對茶油產品認知之探討以參觀2018台灣茶藝博覽會之民眾為例

Study of Camellia Oil Product on Consumers' Cognition–A Case Study of the People at the 2018 Taiwan Tea Culture Expo

台灣民眾在選購油品時，茶油是眾多選擇之一。如何提高消費者對於茶油產品的評價，以增加認同感，為本研究的目的。本研究採用系統抽樣方式進行問卷調查，探討影響民眾對於茶油相關商品認知程度的因素。問卷設計之內容涵蓋「食農食安」、「社會經濟、「產業發展」，以及「環境保育」四個主要構面。以2018年1月5日至8日到台北世貿中心展覽館，參觀台灣茶藝博覽會之民眾為研究母體，以系統抽樣做調查，先行預試45份後，共發出調查問卷450份，有效回收問卷412份，有效回收率為91.6%。採用統計分析包括：次數分配、t檢定、變異數分析，及主成份分析等方法，對所收集之問卷進行資料分析。研究結果顯示在食農食安面向中，會因不同年齡具統計顯著性。而在環境保育、社會經濟和產業發展三個面向，會因年齡與教育程度的不同，達到顯著差異。並且，發現影響民眾認知程度之重要因子，分別為廣告行銷、生態旅遊與自然農法。因此，在促進茶油產業發展前提下，未來希望透過廣告來行銷，並利用茶油產業來提倡生態旅遊以及自然農法的耕作方式。

When Taiwan customers purchasing cooking oil products, camellia oil is one of the numerous choices. This study aims to discover the factors increasing customer satisfaction and cognition for camellia oil goods. A systematic sampling method was adopted to select citizens who watch the Taiwan Tea Culture Expo as the research body, and from the exhibition at Taiwan World Trade Center from January 5th to 8th, 2018 to fill the questionnaire for this investigation. The contents of the questionnaire design cover four main categories: "food agriculture and food security", "society and economy", "industrial development", and "environmental conservation". In this study, after carrying out 45 preliminary tests, we had delivered 450 questionnaires in totality, while the number of valid questionnaires is 412（91.6%）. The statistical methods to analyze the questionnaire data included frequency, t-test, analysis of variance, and principal component analysis. The analysis results showed that category "food agriculture and food security" in different customer age groups have statistical significance. Categories "society and economy", "industrial development", and "environmental conservation" have a significant difference with respect to age and levels of education. Moreover, the most important factors for consumers' cognition are advertisement marketing, eco-tourism, and natural farming. Therefore, under the premise of developing camellia oil industry, the future goal is to promote camellia oil through advertisement marketing and to set up camellia oil eco-tourism and natural farming projects.