廣告訴求對消費者包裝米購買意願分析

Abstract

由臺灣歷年的糧食供需年報數據發現，自1990年至2018年民眾平均每人每年白米消費量有逐年下滑之現象。然而，在政府的推動與努力下，市場上的小包裝米不論是品牌、品種、規格、價格等種類繁多，讓消費者有更多元且安全之包裝米可選擇。而過去臺灣包裝米消費行為研究中，多聚焦於對包裝米基本特徵之探討，如：外觀、衛生乾淨、新鮮度等因素。本研究由包裝米之廣告訴求角度切入，探討吸引消費者購買包裝米意願之重要影響因素。 本研究對象為臺灣北部及中部地區，20歲以上且近半年曾購買過包裝米之消費者。透過網路問卷調查，採配額抽樣之方式，總計回收600份有效問卷，並利用SPSS進行資料分析。 本研究結果發現，消費者最近半年消費者購買包裝米次數平均為4次，最常買3公斤的包裝米，購買之包裝米平均一公斤87元，最常在大型量販店和一般超市購買包裝米。在包裝米品牌知曉度方面，有89.3%消費者知道三好米。此外，在口感訴求、健康訴求、權威認證訴求等三則包裝米之廣告訊息中，消費者購買口感訴求之意願顯著高於權威認證訴求。其中，在口感訴求中，40-49歲之消費者購買具有口感訴求之包裝米意願，顯著較30-39歲消費者來的高。三代同堂之消費者，購買具口感訴求之包裝米意願，顯著較家中沒有小孩也沒有長輩之消費者來的高。本研究結果中，不同家庭月收入、性別及家人有無蛋白質代謝疾病之消費者，對口感訴求包裝米之購買意願並無顯著差異。透過本次研究結果與討論，可做為未來包裝米相關業者，針對目標消費族群制定相關行銷策略的重要參酌依據。

According to Taiwan food supply and utilization annual report, the average annual consumption of rice decreases progressively from 1990 to 2018. However, government purposed many policies to encourage vendors, so customers have more opportunities to buy safe and various products from market, such as, brands, types, features, prices...etc. Due to previous studies concentrated on basic features which like appearance, clean and fresh…etc. The study aims to the influence of advertising appeals on consumers' purchase intention for packaged rice. In the questionnaire survey, the sample consisted of 600 north and middle Taiwanese who are over twenty-year-old and purchased packaged rice in the past half year. The survey data were analyzed by using SPSS. The analysis has shown that the average purchase frequency of consumers purchase packaged rice were 4 times in the past six months, the average rice net weight is 3kg, the average rice price is 87 NTD per kg and customers prefer to buy packaged rice at hypermarket and supermarket. Secondarily, The most well-known packaged rice is San- Hao Rice(89.3%). Third, in the taste appeal, health appeal, and authoritative appeal of packaged rice, customers significantly prefer taste appeal than authoritative appeal. Taken as a whole, Consumers who are 40-49 age have higher purchase intention than 30-39 age group, extended family have higher purchase intention than family who don’t lives with kids and parents. On the other hand, monthly household income, gender and household members who have diseases of protein metabolism care don’t have significant purchase intention on taste appeal. Finally, the study expects packaged rice vendors can use our analysis results to plan related marketing strategies for target audiences.