豬肉消費意願與願付價格的影響要素分析︰ 以臺灣、港澳與新馬區為例

Abstract

豬肉為國際重要的肉類蛋白質糧食來源，但亞洲豬肉消費市場的多國或跨區域比較研究較少受到關注，且缺乏臺產豬肉南向政策的市場分析。有鑒於此，本論文致力於分析臺灣、港澳與新馬地區民眾對臺產豬肉的消費意願和願付價格。研究者透過網路調查蒐集到：臺灣1,047筆、港澳520筆、新馬424筆，共1,991筆有效樣本。總結出，影響臺產豬肉消費意願和願付價格的因素包括有：購買偏好（分內在屬性與外在屬性）、知覺價值（分功能、認知與負向情感），以及行銷組合（分推廣、產品與價格）。 本論文研究結果顯示，臺灣、港澳與新馬三個地區共通會顯著影響豬肉消費意願的因素為：功能價值、購買頻率、推廣及產品，惟負向情感價值會降低消費意願。每月平均可彈性使用金額、推廣、產品及認知價值，都會顯著提高其願付價格；而價格、負向情感價值及購買頻率則皆會顯著降低願付價格。此外，男性願付價格皆高於女性、高教育程度者的願付價格都高於低教育程度者，高彈性運用金額消費者之願付價格也高於低可彈性運用金額者。 影響臺灣民眾豬肉消費意願的因素為：功能價值、購買頻率、推廣與產品，但負向情感價值和外在屬性都會降低消費意願。而推廣、每月平均可彈性使用金額與認知價值均能提高願付價格；但價格、外在屬性、功能價值與負向情感價值則都會降低願付價格。影響港澳民眾豬肉消費意願的因素為：購買頻率、功能價值與推廣。而每月平均可彈性使用金額與產品皆能提高港澳其願付價格；但價格、購買頻率與內在屬性則會降低其願付價格。影響新馬民眾豬肉消費意願的因素為：功能價值、購買頻率與推廣。而每月平均可彈性使用金額、產品與推廣均能提高其願付價格。 根據質性專家訪談結果彙整，臺灣外銷目的係為滿足國內豬肉供需與穩定價格，專家指出影響外銷的因素為：市場供需、價格、地理區位、疫病與檢疫；影響豬肉消費因素為推廣、飲食習慣、產品、認知價值及價格。港澳地區飲食習慣與臺灣相似，但受政治影響，故阻礙貿易穩定度；新馬地區受宗教文化而侷限豬肉消費，且市場價格競爭激烈，故並非臺灣外銷豬肉的最佳目標市場。

臺灣尚未完全清除傳統豬瘟，為外銷阻礙因素之一。政府有積極防疫與清除特定病原、提高養豬生產競爭力與飼養效益，也輔導豬隻屠宰與豬肉製造工廠達到國際衛生標準。本研究建議政府，應建立外銷豬肉外銷協力團隊，加強跨部門溝通，並加快外銷申請之行政程序。本研究之貢獻為透過量化與質性併重的實證分析，建構豬肉消費意願與願付價格之分析模型，可做為未來豬肉消費市場研究之基礎，研究結果亦可供豬肉產業鏈之產、官、學等利害關係人做為營運策略的參考依據。

關鍵字︰行銷組合、知覺價值、消費意願、豬肉、購買偏好、願付價格

Pork is an essential food source of meat protein in the world. However, multi-country or cross-regional comparative studies on pork consumption in Asia are scarce, and there is a lack of market analysis on the southbound policy for Taiwan-produced pork. In view of this, this dissertation is dedicated to analyzing the consumption intention and willingness to pay for Taiwan-produced pork among people in Taiwan, Hong Kong, Macau, Singapore, and Malaysia. The researcher collected 1,047 samples in Taiwan, 520 samples in Hong Kong and Macau, and 424 samples in Singapore and Malaysia through online surveys, with a total of 1,991 valid samples. It is concluded that the factors that affect the consumption intention and willingness to pay for Taiwan-produced include: purchase preference (divided into intrinsic attributes and extrinsic attributes), perceived value (divided into functional value, cognitive value, and negative emotional value), and marketing mix (divided into promotion, product, and price). The results of this dissertation show that the common factors in Taiwan, Hong Kong, Macao, Singapore, and Malaysia that could significantly affect the consumption intention consumption intention of pork are: functional value, purchase frequency, promotion, and product, but the negative emotional value would reduce the consumption intention. The average monthly flexible expense amount, promotion, product, and cognitive value would significantly increase the willingness to pay; while price, negative emotional value and purchase frequency would significantly reduce the willingness to pay. In addition, the price that men are willing to pay is higher than that of women, the price that people with high education level are willing to pay is higher than that of people with low education level, and the price that consumers with high flexible expense amount are willing to pay is also higher than those with low flexible expense amount. The factors that affect Taiwan people’s consumption intention pork are: functional value, purchase frequency, promotion, and product, but negative emotional value and external attributes would reduce consumption intention. Promotion, monthly average flexible expense amount, and cognitive value could increase the willingness to pay; but price, external attributes, functional value, and negative emotional value could reduce the willingness to pay. The factors that affect the willingness of Hong Kong and Macau people to consume pork are: purchase frequency, functional value and promotion. Both the monthly average flexible expense amount and product could increase the willingness to pay in Hong Kong and Macau; but the price, purchase frequency and intrinsic attributes would lower the willingness to pay. The average monthly flexible usage amount, product, and promotion could increase the price they are willing to pay. The purpose of Taiwan’s exports is to meet domestic pork supply and demand and stabilize prices. Experts indicated that the factors affecting exports are: market supply and demand, price, geographical location, disease, and quarantine. Factors affecting pork consumption are promotion, eating habits, product, perceived value, and price. The eating habits of Hong Kong and Macau people are similar to those of Taiwanese people, but they are affected by politics, which hinders the stability of trade. Singapore and Malaysia restrict pork consumption due to religious culture, and the market price competition is fierce, so it would not be the best target market for Taiwan’s pork exports. Taiwan has not yet completely eradicated traditional swine fever, which is one of the obstacles to pork exports. The government has actively prevented epidemics and eliminated specific pathogens, improved the competitiveness of pig production and feeding efficiency, and guided pig slaughtering and pork manufacturing factories to meet international hygiene standards. This dissertation suggests that the government should establish a national exports team, strengthen cross-departmental communication, and speed up the administrative procedures for export applications. The contribution of this dissertation is to construct an analytical model of pork consumption intention and willingness to pay through quantitative and qualitative empirical analysis. As the basis for future research on the pork consumption market, the research results could also be used as a reference for operational strategies by stakeholders in the pork industry chain such as production, government, and academia.

Keywords: marketing mix; perceived value; consumption intention; pork; purchase preference; willingness to pay