以聯合分析法探討大學校園消費族群對優酪乳保健食品之屬性偏好-營養知識之調節效果
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2016
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Abstract
本研究探討消費者對優酪乳保健食品屬性偏好，並且以營養知識為調節因子。首先，藉由文獻探討分析出優酪乳的重要屬性，進而進行焦點團體訪問，確認對於消費者而言最重要的幾項產品屬性與屬性水準的設定。以正交設計將產品屬性與水準設計出虛擬產品卡，並將虛擬產品卡以圖像方式設計成紙本問卷，利用聯合分析法探討消費者的潛在偏好。營養知識的部分則先藉由文獻探討找出適合的營養知識題項，進行預試，將鑑別度不足之題項剔除，鑑別度足夠之題項納入正式問卷。本研究分成三階段進行，第一階段進行焦點團體訪問，第二階段預試，確認營養知識題項之鑑別度，第三階段進行正式問卷發放，以在臺灣的八所大學內，而且年滿18歲以上之民眾為受測者，共發出400份問卷，回收並剔除無效問卷後有效問卷共計270份。並以描述性統計分析、聯合分析法、集群分析法、三因子多變量變異數分析法進行資料分析，所得結論如下：
一、藉由聯合分析法，計算出整體受測者對各項屬性的重視程度，依重要度排列如
下：口味，價錢，有無加糖，健康食品認證，健康宣稱。
二、集群之市場區隔分組與消費者選擇優酪乳產品屬性偏好具有高度顯著性。
三、營養知識分組與消費者選擇優酪乳產品屬性偏好在放寬的顯著水準具顯著性。
四、職業分組與消費者選擇優酪乳產品屬性偏好具有顯著性。
五、三者交互作用消費者選擇優酪乳產品屬性偏好則不具顯著性。
關鍵詞：優酪乳、營養知識、聯合分析法
The propose of this study is to examine the consumers’ preference of drinking yogurt, and the moderating effect of nutrition knowledge. First, literature review was conducted to review the important attributes for consumers. Second, focus group methodology was conducted for comfirm the important attributes and levels. Orthogonal designed the products. Conjoint analysis was used to find out consumers’ preference. Literature review was used to find out suit question about nutrition knowledge; pretest was used to remove the questions which discrimination degrees were under 0.4. The data were collected by using paper questionnaire. Partticipants were adult and randomly recruited at eight universities. The questionnaires are deliberated 400 and valid questionnaires are 270. All analyses were performed using SPSS 22.0, descriptive statistics, conjoint analysis, custer analysis, Multi-way multivariate analysis of variance was used to analyze data. The result is as folloing: 1. The important drinking yogurt attributes to all sampled in an ascending order are: flavor, price, adding sugar or not, healthy food certification label, health claim. 2. There were significant differences in different segment consumers’ preference of drinking yogurt. 3. There were significant differences in different nutrition knowledge level consumers’ preference of drinking yogurt. 4. There were significant differences in different job consumers’ preference of drinking yogurt. 5. There were no significant in the three factor interaction. Key words: drinking yogurt, nutrition knowledge, conjoint analysis
The propose of this study is to examine the consumers’ preference of drinking yogurt, and the moderating effect of nutrition knowledge. First, literature review was conducted to review the important attributes for consumers. Second, focus group methodology was conducted for comfirm the important attributes and levels. Orthogonal designed the products. Conjoint analysis was used to find out consumers’ preference. Literature review was used to find out suit question about nutrition knowledge; pretest was used to remove the questions which discrimination degrees were under 0.4. The data were collected by using paper questionnaire. Partticipants were adult and randomly recruited at eight universities. The questionnaires are deliberated 400 and valid questionnaires are 270. All analyses were performed using SPSS 22.0, descriptive statistics, conjoint analysis, custer analysis, Multi-way multivariate analysis of variance was used to analyze data. The result is as folloing: 1. The important drinking yogurt attributes to all sampled in an ascending order are: flavor, price, adding sugar or not, healthy food certification label, health claim. 2. There were significant differences in different segment consumers’ preference of drinking yogurt. 3. There were significant differences in different nutrition knowledge level consumers’ preference of drinking yogurt. 4. There were significant differences in different job consumers’ preference of drinking yogurt. 5. There were no significant in the three factor interaction. Key words: drinking yogurt, nutrition knowledge, conjoint analysis
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優酪乳, 營養知識, 聯合分析法, drinking yogurt, nutrition knowledge, conjoint analysis