消費者對創新水產養殖產品接受度之研究

Abstract

水產養殖產品是全球交易量最大的食用商品之一，其發展策略須考慮市場喜好，也需針對消費者接受度進行綜合評估，以利對消費者的需求進行創新性的產品開發。未來的飲食趨勢為永續發展、健康老化及便利飲食，水產養殖產品亦應朝這三種趨勢進行創新發展，包括利用新的加工技術或包裝行銷方式所發展出的符合安全、健康、永續的水產養殖產品、利用加工廠完成基本處理與分切包裝凍藏的水產養殖產品、初步完成食物調理及開發成加熱即食的水產養殖產品、開發出新樣貌或新吃法等持續求新求變的水產養殖產品…等，以吸引消費者的青睞。本研究依產品種類特性，分別以魚丸、魚排、鮮魚高湯和魚肉水餃四種創新水產養殖產品為例，以不具名方式透過網路平臺、網頁等群組宣傳發放問卷開放消費者填寫，進行問卷調查，研究對象以購買過峰漁水產養殖產品之會員為主，為達足夠問卷調查數量，也開放峰漁Facebook粉絲團專頁平台愛用者填寫。研究中探討消費者對創新水產養殖產品屬性認知與創新水產養殖產品種類接受度的關係，以及消費者新食品恐懼症的程度對屬性認知和接受度之關係的干擾作用，希望可為創新水產養殖產品推廣前針對消費者消費習慣擬定策略，並使推廣販售創新水產養殖產品時讓消費者認同，以減少不必要的行銷成本開支。研究中分別觀察相對優勢、一致性、複雜性、可試用性和可觀察性等五個認知屬性因素對創新水產養殖產品接受度的影響，結果發現五個因素中歸類出美觀性、飲食習慣符合性、便利性和可試用性等四個因素對創新水產養殖產品的接受度有顯著性的正相關，即對屬性的認同度越高，對產品的接受度就越高，顯示消費者所認知的創新水產養殖產品屬性對創新水產養殖產品種類接受度具顯著影響。利用層級迴歸檢驗新食品恐懼症對屬性認知與產品接受度之關係的影響，結果發現消費者的新食品恐懼症程度與產品接受度呈現顯著的負相關，即對新食品恐懼程度越高者，對產品的接受度就越低，研究中也發現新食品恐懼症與創新水產養殖產品接受度的關係不具干擾作用。利用集群分析區隔出三類消費者群體，其中對創新水產養殖產品接受度較高的集群對產品的四種屬性的認同度都較高，為創新水產養殖產品高認知者的主要族群；人數較多的創新水產養殖產品中認知者集群對四種屬性認同度的平均值都在小部分同意到大部分同意之間，且對便利性屬性的認同度較高，所以須強調創新水產養殖產品的食用和烹調的便利性，為產品宣傳的重要族群；對創新水產養殖產品接受度較低的為創新水產養殖產品低認知者集群，對可試用性屬性的認同度較低，需增加產品銷售通路或媒體傳播的體驗機會，讓產品增加曝光度提升對創新水產養殖產品之接受度。

Aquaculture products are one of the foodstuffs for the most transaction volume in the world.Its development strategy must consider market preferences and proceed the overall assessment of consumer acceptance, and must develop the exploitation targets on the global market demand. In the future, the trend of diet will be sustainable development, healthy aging and convenient diet. Aquatic products should also be innovatively developed based on these three types of tendency, such as the use of new processing technology or packaging methods to produce the safe, healthy and sustainable aquaculture products, the utilization of the processing plants to complete the basic processing, cutting, packaging and frozen aquatic products, the aquatic products that have preliminary seasoning of food and develop into a ready-to-eat products, or the developing of new aquatic products with new appearance or new way of eating, all these holds continuously innovation and change to attract consumers’ purchase intentions. This study is divided into four innovative aquatic product questionnaires of fish balls, fish steaks, fresh fish soup and fish dumplings based on the characteristics of product types. Questionnaires are opened for consumers to answer through an anonymous way from online platforms, webpages, etc. The research targets are mainly members who have purchased Fongyu's aquaculture products. In order to reach a sufficient number of samples, the questionnaires are also open to the members of the Fongyu Facebook fan page to fill in. The purpose of this study was to investigate the relationship between consumers’ cognition of the attributes of innovative aquatic products and the acceptance of innovative aquatic products, and the interference of consumers’ degree of food neophobia on the relationship between attribute cognition and acceptance. Expect strategy can be formulated for consumer consumption habits before the promotion of innovative aquatic products, and can be recognized while promoting and selling innovative aquaculture products by consumers so as to reduce unnecessary marketing costs. In the study, five major cognitive attributed factors such as relative advantage, compatibility, complexity, trialability and observability were observed for the effect on acceptance of innovative aquaculture products. The results we can categorize into four factors that aesthetics, conformity to eating habits, convenience and trialability have a significantly positive correlation with the acceptance of innovative aquatic products. It indicates that the higher recognition of the attribute, also the higher acceptance of the product, it shows that the attributes of innovative aquaculture products recognized by consumers have a significant effect on the acceptance of innovative aquaculture products. To test the influence of new food phobia on the relationship between attribute perception and product acceptance by hierarchical regression principle, the results found that consumers’ new food phobia and product acceptance are both significantly negatively correlated. It means that the higher the fear of new food, the lower the acceptance of the product. The study also discovers that the relationship between new food phobia and the acceptance of innovative aquaculture products does not interfere mutually. This study also utilizes cluster analysis to distinguish samples into three types of consumers. Among them, the clusters with higher product acceptance have higher cognition of the four factors of the product. They are the main group of the higher recognition for the innovative aquaculture products. In the innovative aquaculture products with group of a large number of people, the average value of the recognition of the four attributes by the cognizant cluster is between a small part of the agreement and the majority of the agreement. And have a higher of recognition for convenience attributes. Therefore, it is necessary to emphasize the convenience of eating and cooking of the innovative aquatic products, and it is an important group for product promotion. Those with lower acceptance of innovative aquaculture products are clusters of people with lower recognition of innovative aquaculture products, also lower recognition of the attribute of trialability. It is necessary to increase products sales channels or experience opportunities of media spread, increasing products exposure and increasing acceptance of innovative aquaculture products.