查詢結果分析
來源資料
頁籤選單縮合
題 名 | 消費者對一般鴨蛋及青殼鴨蛋的認知與購買傾向之研究=The Consumer's Perceptions and Purchase of Duck Eggs and Blue-shelled Duck Eggs |
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作 者 | 林榮新; 杜素豪; 黃振芳; 劉秀洲; 胡怡浩; 陳添福; | 書刊名 | 畜產研究 |
卷 期 | 39:3 民95.09 |
頁 次 | 頁149-163 |
分類號 | 483.4 |
關鍵詞 | 生鮮鴨蛋; 消費者; 認知; Fresh duck egg; Consumer; Perceptions; |
語 文 | 中文(Chinese) |
中文摘要 | 探討全國民眾對生鮮(青殼)鴨蛋之認知及購買傾向,內容針對年齡、性別、教育程度、膽固醇含量、風味與青殼蛋之特殊療效等進行詢問分析。採用分層兩階段系統抽樣法,在全國各鄉鎮中,依照人口數,等比例決定受訪樣本數,然後抽取住宅電話號碼,且進行電話尾數末兩碼的隨機撥號。最後以戶中抽樣方式,針對戶中合格受訪者汁男女兩性所佔人數,隨機抽出受訪對象,完訪1102個案。結果顯示,受訪者中回答有吃過鴨蛋的比例有90.3%。回答不吃鴨蛋者主要的理由,是沒有吃鴨蛋或買鴨蛋的習慣(57.9%)。大多數的人(72.1%)認為鴨蛋之腥味顯著較雞蛋重(P<0.05)。知道有青殼鴨蛋者佔59.9%。知道青殼鴨蛋之660位受訪者中,有近一半的人(49.2%)認為青殼鴨蛋具有療效。低教育程度(高中以下)、收入較低或居住在較低都市化地區的受訪者,買過青殼鴨蛋的比例較高(P<0.001)。本調查可作為後續訂生鮮鴨蛋研發計畫與行銷策略的重要參考。 |
英文摘要 | This study examined consumers' perceptions and their inclination to purchase regular or blue-shelled duck eggs. The analyses were focused on age, sex, education, rural-urban, and income differences, as well as their wariness of cholesterol content, favor, and special functions of blue-shelled duck eggs. Two-stage stratified systematic sampling was used to randomly select respondents. Household telephone numbers were first sampled based on probability proportional to population density in each township or metropolitan city. Last-two-digit random dialing was employed. Within household selection based on Hung's random table was secondly used to sample eligible respondents. 1102 valid cases were finally collected. The results showed that 90.3% of the respondents reported having had duck eggs. The most frequent (57.9%) reason for those who have not had duck eggs was that they did not get used to eating or buying duck eggs. Most of the respondents (72.1%) thought that the fishy flavor of duck eggs were more distinct than that of chicken eggs (p<0.05). 59.9% of the respondents knew blue-shelled duck eggs. Among them, about half believed that blue-shelled duck eggs had a medicinal effect. The percentage of those having bought blue-shelled duck eggs from the respondents with lower education, lower income, or living in rural areas was higher than that for those with higher education, higher income, or living in urban areas (p<0.001). The results might shed some light on future research on marketing of duck eggs. |
本系統中英文摘要資訊取自各篇刊載內容。