頁籤選單縮合
題 名 | 臺灣洗選蛋消費行為之分析=Consumer Behavior of the Graded and Packaged Eggs in Taiwan |
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作 者 | 謝俊雄; | 書刊名 | 臺灣土地金融季刊 |
卷 期 | 36:1=139 1999.03[民88.03] |
頁 次 | 頁181-227 |
分類號 | 483.4 |
關鍵詞 | 雞蛋; 洗選蛋; 消費行為; 品牌; 品牌忠誠度; 特徵價格; Chicken egg; Graded and packaged egg; Consumer behavior; Brand; Brand loyalty; Hedonic price; |
語 文 | 中文(Chinese) |
中文摘要 | 雞蛋是國人重要的副食品,目前每人每年的消費量是246粒,其中洗選蛋占18%。 本文乃應用消費行為與消費特徵之理論,配合消費者訪查的資料,解析國人對洗選蛋的認知、 品牌忠誠度及其消費特徵價格。 據本文的研究結果,一方面呈現對洗選蛋的認知以「對粉線包裝制度」、「訊息太少」及 「廣告不足」等最為凸出,而人口統計變數有顯著差異之項目除上述幾項外,再加上洗選蛋 不易保存。目前市面上洗選蛋品牌有16種之多,對品牌具高忠誠度者占40.8%、中忠誠度 者占32.5%及低忠誠度者有26.7%。就特徵價格而言,消費者認為目前洗選蛋的市價有偏低 情況,即其意願支付較高的價格,其幅度介在2%與3%之間。 |
英文摘要 | The chicken-egg is an important item of food consumption in Taiwan. Per capita cosumption is 246 pieces which are 18% belonging to the graded and packaged eggs (GPE) in 1997. the purpose of this paper is to analyze the perception, brand loyalty, and hedonic price of GPE via applying the theory of consumer behavior and the thoof hedonic price. Based on the results of this paper, the GPE perceptions of Taiwan consumers were still low, they focused on the unclear system with grading and packaging, less information about GPE, and less advertising. Also, that the GPE is not easy to keep some days is related with the demographic variables beside of GPE. The ratio of high degree of brand loyalty is 40.8%, but is 32.5% and 26.7% for middle degree and low degree, respectively. From a point of view of hedonic price, the results showed the market prices were lower than the prices which were paid by consumers' Willing in Taiwan, i.e., consumrs are willing t1 pay the prices more than that of market prices by from 2% to 3%. |
本系統中英文摘要資訊取自各篇刊載內容。