| 摘要: | 本研究針對台灣大都會地區包括台北市、台中市及高雄市的消費家庭進行問卷調查，探討其肉類的購買習慣及我國加入WTO後可能對肉類消費行為的影響。以電話成功訪問的454份問卷，應用SPSS進行統計分析。結果發現，受訪者中經常採購的地點為傳統市場(64%)。消費者對牛肉與豬肉的喜愛的程度相同，但最常購買的肉類則是以豬肉(51%)最多，牛肉只佔11%。健康與衛生安全是影響購買肉類重要的因子，其次是營養與新鮮度。喜歡牛肉的消費者以30歲以下為最多(P < 0.05)；而豬肉的喜愛者以41歲以上的為最多(P < 0.05)；羊肉的喜愛者則以31-40歲為最高；較年長的消費者(大於41歲)較知道如何識別新鮮安全的豬肉(P < 0.05)，大專以上者對肉品衛生安全的認知程度較高，但對新鮮度的識別度則較低(P < 0.05)。一半以上的受訪者對本地豬肉有相當高的支持度；高達80%以上的受訪者同意土雞較肉雞肉好吃；但只有22%的受訪者認為本地黃牛肉較進口牛肉好吃。 女性對本土產業支持度較高(P < 0.01)，年輕族群(30歲以下)對本土畜產品的忠誠度顯著較低；高中以下的消費者對本土產品的忠誠度與對產業的支持度都較高(P＜0.05)。本研究指出政府宜發展具本國特色產業以利市場區隔；並增加教育消費者肉類知識的機會，使國人較能了解與購買國內畜產品，以維護本土畜產品市場。
A total of 454 consumers completed a telephone questionnaire assessing habits and attitudes towards the consumption of meat and the WTO effect on consumer's behavior. The consumer's survey was conducted in Metropolitan areas including cities of Taipei, Taichung, and Kaosiung in Taiwan. Analyses were carried out using the statistical package of SPSS. The primary meat-purchasing place was in the traditional markets (64%). Beef and pork were the two most preferred meat, but the consumers purchased more pork than other meat (51%) while only 11% consumers purchased beef. Health concern and meat safety were the two most important factors affecting meat consumption decision, followed by nutrition and freshness. Younger population (younger than 30) favored beef (P < 0.05), while older population (older than 41) favored pork (P < 0.05). Consumers at age 31 to 40 were more favored mutton (P < 0.05). Older consumers had more knowledge on meat attributes than those of younger population. College graduates were more understand the knowledge of meat, but less ability to identify the freshness of meat (P < 0.05). In this survey, half of the consumers supported locally produced pork, more than 80% of the consumers agreed that Taiwan country chicken was tastier than broiler. However, only 22% consumers recognized the difference between imported and native beef. Female consumers were more supportive (P < 0.05) than male on animal industry in Taiwan. Younger generation was significantly less loyalty to local meat products, while lower educational level consumers (lower than high school level) were more loyalty and supportive on local meat industry (P < 0.05). Results from this study indicated that the meat industry with local feature should be developed in order to maintain the share of meat market. In order to increase the understanding of meat and the purchasing opportunities, it is required to give the consumers correct meat knowledge via different media. |
