臺紐經濟合作協定零關稅政策對台灣消費意願影響之研究──以進口紐西蘭乳製品為例

The Effects of the ANZTEC Zero-Tariff Policy on Consumer Willingness in Taiwan: The Case of New Zealand Dairy Products

隨2013年《臺紐經濟合作協定》(ANZTEC)的簽署，台灣於2025年全面實施紐西蘭乳製品零關稅政策，此舉預期降低進口成本並對本土產業造成衝擊。然而，消費者購買決策並非單純受價格驅動，品牌價值、原產地形象與食品安全亦為關鍵考量。本研究旨在探討零關稅政策下，台灣消費者對紐西蘭進口牛乳的購買意願及其影響因素。本研究採問卷調查法，以台灣消費者為研究對象，共回收有效問卷249份。本研究首先透過因素分析將認知變數歸納為「品牌性價比」與「永續認證感」兩大構面，並利用迴歸分析與中介效果檢定驗證研究假說。
研究結果顯示：(1)消費者對零關稅政策的認知程度越高，其購買意願越強；(2)「價格敏感度」為影響購買意願之最關鍵因素，其次為「品牌性價比」與「永續認證感」，顯示消費者在面對進口乳品時，首重價格優勢與產品CP值，其次才考量環保與認證價值；(3)價格敏感度在「政策認知」與「購買意願」間具部分中介效果，證實零關稅政策透過喚起消費者對價格調降的預期，而提升其購買意願。本研究依實證結果，建議乳品業者應以「有感降價」與「產地純淨形象」為行銷溝通核心，以極大化零關稅政策帶來之市場利益。

Taiwan's dairy market has long exhibited a dual-track structure of domestic and imported products. With the signing of the Taiwan-New Zealand Economic Cooperation Agreement (ANZTEC) in 2013, Taiwan will fully implement New Zealand's zero-tariff policy on dairy products by 2025. This move is expected to reduce import costs and impact the domestic industry. However, consumer purchasing decisions are not solely driven by price; brand value, country of origin image, and food safety are also key considerations. This study aims to explore the purchasing intentions of Taiwanese consumers for imported New Zealand milk under the zero-tariff policy and its influencing factors. This study employed a questionnaire survey method, targeting Taiwanese consumers, and collected 249 valid questionnaires. First, through factor analysis, the cognitive variables were categorized into two main aspects: ''brand value for money'' and ''sustainability certification perception.'' Regression analysis and mediation effect testing were then used to verify the research hypotheses.
The study results show that: (1) the higher consumers' awareness of the zero-tariff policy, the stronger their willingness to purchase; (2) ''Price sensitivity'' is the most critical factor influencing purchase willingness, followed by ''brand value for money'' and ''sustainable certification perception,'' indicating that when facing imported dairy products, consumers prioritize price advantage and product value for money, and only consider environmental protection and certification value; (3) Price sensitivity has a partial mediating effect between ''policy awareness'' and ''purchase willingness,'' confirming that the zerotariff policy enhances consumers' purchase willingness by arousing their expectations of price reductions. Based on the empirical results, this study suggests that dairy companies should use ''perceptible price reductions'' and ''pure origin image'' as the core of their marketing communication to maximize the market benefits brought by the zero-tariff policy.