A Study on Relationship between Pork Product Cues and Purchase Intention of CAS Pork of Millennial Generation Consumer in Metropolitan Taiwan

台灣人食用肉類比例上升，且豬肉為最主要的肉品來源之一。近來食安風暴所致，台灣消費者對食品安全的重視逐漸提高，因此，政府近年也推動許多相關政策，其中以推動20餘年的CAS台灣優良農產品肉品標章為大多數消費者所信賴，而其中以較年輕且在都市化程度高的消費者對於CAS標章有較高的認同率。本研究之主要目的為瞭解台灣都會區新世代豬肉消費者注重的豬肉產品線索和消費CAS標章豬肉的購買意圖，以及探討此一客群所持豬肉產品線索與其消費者特性，對消費CAS標章豬肉購買意圖之影響。 本研究不僅進行相關文獻的分析探討外，亦藉結構式問卷調查所得資料進行實證分析，運用統計軟體spss22版本，進行資料分析，以282位台灣都會區新世代豬肉消費者作為研究對象進行探討，依最終分析所得歸納出研究結論。研究結果顯示：(1)台灣都會區新世代豬肉消費者特性之性別與居住地對其CAS標章豬肉購買意圖具有顯著影響。(2)台灣都會區新世代豬肉消費者的豬肉產品線索對CAS標章豬肉購買意圖具有顯著正向影響，且以外部線索影響力較高。(3)台灣都會區新世代豬肉消費者性別對其豬肉產品線索具有顯著影響。(4)台灣都會區新世代消費者特性於豬肉產品線索對CAS標章豬肉購買意圖影響關係上具調節效果。 研究結果有助台灣CAS肉品標章主管機關、豬肉產業業者了解台灣都會區新世代豬肉消費者的特性及CAS標章豬肉市場概況，裨益重新思考如何強化新世代消費者在豬肉產品線索中較重視之線索，進而增加新世代豬肉消費者對CAS標章購買意圖，同時將CAS肉品標章之品質確保線索深印於每位台灣現在及下一世代消費者心中。The proportion of Taiwanese eating meat has increased; pork is also one of the most important sources of meat. Due to the impacts of several recent food safety breakdowns, Taiwanese consumer nowadays pays more attention to safty food. Consequently, the authorities in charge have strengthened many policies aimed at promoting food safety. Among them, the food label of Certified Agricultural Standards (CAS) promoted for over twenty years is of the best known and trusted by most of Taiwanese consumers, especially the younger consumer living in highly urbanized areas. The main purpose of this study explores the pork product cues and purchase intention of CAS pork of millennial generation pork consumer in metropolitan Taiwan. A further analysis of the effects of pork product cues and particular consumer characteristics of this group on the purchase intention CAS pork is conducted, using questionnaire survey data collected from 282 pork customers throughout Taiwan. The present research targets on millennial generation pork consumer in metropolitan Taiwan concludes some main findings listed as follows：(1) there is a significant effect of gender and resident area among consumer characteristics on purchase intention of CAS pork; (2) the pork product cues significantly influence purchase intention of CAS pork, and external product cues show a greater influence comparing to the internal ones; (3) there is also a significant effect of gender among consumer characteristics on pork product cues; (4) finally, consumer characteristics reveal a moderating effect on the relationship between pork product cues and purchase intention of CAS pork. The results of this study contribute to the authorities in charge of CAS label and pork industrial stakeholders' program planning on reinforcement of promoting CAS pork by taking into consideration of the product cues. While those involving in pork industry have a better understanding about consumer characteristics of millennial generation pork consumer in metropolitan Taiwan, it is highly likely they are capable of chaging the marketing strategies to symbolize CAS label as linking to quality assurance of food safety. Gradually pork consumer in Taiwan shall recognize CAS label as a critical product cue representative of safety food in a long run, regardless of their ages.第一章 緒論 1 第一節 研究背景與動機 2 第二節 研究目的 5 第二章 文獻探討 7 第一節 新世代族群定義與消費特性 7 第二節 豬肉產品線索之探討 11 第三節 CAS標章豬肉購買意圖之探討 13 第四節 新世代豬肉消費者特性、豬肉產品線索與CAS標章豬肉購買意圖之關係 15 第三章 研究方法 19 第一節 研究架構與假設 19 第二節 研究設計 22 第三節 資料分析方法 31 第四章 研究結果與討論 35 第一節 研究樣本敘述性統計分析 35 第二節 豬肉產品線索與購買意圖敘述性統計分析 40 第三節 消費者特性在豬肉產品線索及購買意圖差異分析 42 第四節 消費者特性、產品線索與購買意圖之相關分析 55 第五節 迴歸分析與假設實證討論 58 第五章 結論與建議 67 第一節 結論 67 第二節 建議 70 參考文獻 74 附錄一 正式問卷 82 附錄二 研究計畫資料檔案授權書 8