Consumers’ Purchase Behavior and Market Segmentation of Plant-Factory Vegetable in Taiwan’s Metropolitan Area

近年來地球人口逐年增加、可耕地面積逐年減少、全球糧食價格飆漲，加上世界各國政府對糧食自給率日趨重視以及消費者食品安全意識高漲，均促進發展植物工廠之必要性。目前植物工廠所生產之產品以短期蔬菜類為主，因此本研究將以此為研究對象；過去植物工廠之相關研究主要集中在技術層面，有關經濟與經營管理方面之研究較欠缺，更遑論植物工廠蔬菜消費之相關研究。因此本研究之目的為瞭解消費者對植物工廠蔬菜之購買行為。本研究於2012年2-3月間，針對台北、台中與高雄等三個都會區消費者面訪的方式進行問卷調查，有效樣本數為524份。經集群分析可將消費者依蔬菜購買習慣與認知，區分為「重視價格」、「重視新鮮健康與包裝訊息」與「多元並重」等三群，並依據地理位置將消費者分成北中南三區，進行兩種市場區隔分析。此外，本研究亦利用選擇模型和羅吉斯模型對植物工廠蔬菜之購買意願與價格進行分析。 實證結果發現「重視新鮮健康與包裝訊息」與「每次購買有機蔬菜金額較高」的消費者，對植物工廠蔬菜有較高購買意願，故植物工廠蔬菜應在生鮮超市或有機蔬菜通路販售。此外本研究亦發現在植物工廠的特點中，消費者對植物工廠蔬菜是否具有高營養價值表示懷疑，因此相關廠商在行銷時必須拿出具體證明，以提高消費者對植物工廠蔬菜之接受度。最後，根據選擇模型可計算而得，消費者對植物工廠蔬菜之願付價格較有機蔬菜每150公克高3.132元，且消費者在每包150公克的蔬菜中，較願意購買小而多株包裝之選項，每多1株則願多支付9.283元。With the insufficient supply of food and the emphasis of food security, Plant Factory has become the focal point in recent years. However, most of the Plant Factory studies focus on technical side, and only a few of them concern about the market side. Therefore, this study pays attention to the consumption of Plant Factory Vegetables, which is the main product in Taiwan’s Plant Factory. In this study, the consumers were interviewed in Taipei, Taichung and Kaohsiung, between February 2012 and March 2012. The effective sample size is 524. Then, we use market segmentation model, choice model and logistic model to analyze consumers’ behaviors toward Plant Factory Vegetables in Taiwan’s metropolitan area. From the study, it can be concluded that the consumers of Group2, emphasizing on fresh, healthy and packaging message, and spending more money on organic vegetables each time, have a higher willingness to pay for the Plant Factory Vegetables. Furthermore, it find out that the willingness to pay for Plant Factory Vegetables is 3.132NT dollars higher than organic vegetables per 150 grams and consumers prefer smaller sizes of vegetables with the same weight