臺灣一般釋迦與鳳梨釋迦之消費行為研究

Abstract

一般釋迦的品種包含粗鱗種、細鱗種、軟枝種、冷子番荔枝、臺東一號及臺東二號(大目釋迦)，鳳梨釋迦其實是冷子番荔枝和番荔枝的雜交種，以民國105年為例，全國種植面積5,394公頃，臺東縣種植5,077公頃，占94.12%，全國產量25,320公噸，臺東縣22,079公噸，占87.20%。鳳梨釋迦價格高過一般釋迦，鳳梨釋迦收益也高於一般釋迦。 本研究主要透過問卷調查受訪者對於一般釋迦與鳳梨釋迦之消費行為，共計發出508份問卷，回收481份(回收率94.69%)，扣除填答不完整99份，有效問卷382份(有效問卷比率79.42 %)。由於本篇論文的研究需有賴於可觀的有效問卷塡答，EMBA班的研究生、熱心山友及各地親友的協助完成問卷塡答，終得以382份有效問卷完成統計分析。 本研究假設一般釋迦與鳳梨釋迦之知覺價格、知覺品質、知覺價值與購買意願有顯著差異，分析方法則透過敘述性統計、信度分析、效度分析與T檢定分析，分別依照上述統計分析受訪者對於一般釋迦與鳳梨釋迦之消費行為及其對於產品認知，以及受訪者對於一般釋迦與鳳梨釋迦的觀感認知的次數與百分比，並以年齡、教育程度、性別與家庭月平均所得分類，針對一般釋迦與鳳梨釋迦之平均數與標準差進行人口交叉統計分析。 在信度分析方面，進行一般釋迦與鳳梨釋迦信度檢定，α係數均大於0.70，表示內部一致性良好，具備高信度水準；在效度分析方面，進行一般釋迦與鳳梨釋迦效度檢定，分類對總類相關係數均超過 0.50，代表該題項具有良好的建構效度。 在T檢定分析方面，就一般釋迦及鳳梨釋迦分別之知覺價格、知覺品質、知覺價值及購買意願的T檢定，由於大部分顯著性P值小於0.05，表示一般釋迦與鳳梨釋迦在相同假設下有顯著差異。

Sugar Apple contains Cherimoya, Taitung No.1, Taitung No.2 (Ta-Mu) etc. Atemoya came from Annona Cherimola x Annona Squmosa. In 2016, the nationalwide planting area was 5,394 hectares, while Taitung County planting area was 5,077 hectares (94.12%). The nationalwide output was 25,320 metric tons, while Taitung County was 22,079 metric tons (87.20%). The price of Atemoya was higher than Sugar Apple, and the benefit of Atemoya was also better than Sugar Apple. In this study, 508 questionnaires were distributed and 481 questionnaires were returned (94.69%). As 99 questionnaires were incomplete, so, 382 questionnaires were valid (79.42 %). This study assumed that perceived price, perceived quality, perceived value and purchase intention between Sugar Apple and Atemoya was significant difference. The analysis method was based on the descriptive statistics, reliability analysis, validity analysis and T-test analysis. With the valided questionnaires and based on the above assumption as well as analysis method, the frequency and percentage of the consumption behavior & the product cognition between Sugar Apple and Atemoya were analyzed. Besides, the average and standard deviation between Sugar Apple and Atemoya were also grouped by the age, educational level, gender and family average monthly income for cross analysis. In the reliability analysis, α coefficient are greater than 0.70, that means internal consistency is good and with high reliability level; while in the validity analysis, the classification of the total correlation coefficient are more than 0.50, that represents the analysis has a good constructional validity. In the case of T-test, most of the P-value based on perceived price, perceived quality, perceived value and purchase intention of the consumption behavior & the product cognition between Sugar Apple and Atemoya are less than 0.05, indicating that significant difference between Sugar Apple and Atemoya is found under the same assumption.