豬肉知覺品質與行銷組合對購買意願和願付價格的影響：臺灣與日本消費者的比較

Abstract

本研究旨在理解臺、日兩國消費者對豬肉知覺品質和行銷組合的感知，並分析知覺品質與行銷組合對豬肉購買意願及願付價格的影響。研究者透過網路和實體問卷向有購買豬肉經驗的消費者進行調查，在臺灣收集到526份份有效樣本，在日本收集到608份有效樣本。分析結果顯示：知覺品質可分為內在品質與外在品質；行銷組合可分為：實體設施、推廣、價格、通路和產品等五類行銷方式。 對於臺灣消費者來說，實體設施行銷、價格行銷、內在品質與外在品質是影響豬肉購買意願的四大正向因素。對日本消費者而言，價格行銷、推廣行銷，以及內在品質是影響其購買臺產豬肉意願的正向因素，而實體行銷和通路行銷會抑制日人購買臺產豬肉的意願。此外，對臺灣消費者而言，每月可彈性應用的平均金額與價格行銷是影響國產豬肉願付價格的正向因素，而推廣行銷和產品行銷會壓抑臺人購買國產豬肉的願付價格。對日本消費者而言，價格行銷、內在品質，以及通路行銷會影響臺產豬肉願付價格的正向因素，而產品行銷和外在品質會抑制日人購買臺產豬肉的願付價格。 本研究另發現：臺灣30歲以上消費者的豬肉購買意願較高，學生身分者購買意願偏低；另具有碩博士學位者和每月可支配金額達五萬以上的消費者，會願意支付較高的經費來購買豬肉產品。相對之下，日本男性比女性消費者更有意願購買臺產豬肉；30～49歲的民眾對於臺產豬肉的購買意願會高於30歲以下的民眾；同一年齡層對於臺產豬肉的願付價格也會高於50歲以上的消費者；另具碩博士學歷者和每月可支配金額偏高者，都會對臺產豬肉的願付價格也會較高。整體來說，臺灣消費者普遍都比日本消費者更偏好臺灣國產豬肉。

This study aims to understand the perceptual quality and marketing mix of pork products recognized by Taiwanese and Japanese consumers, and to analyze the impact of perceptual quality and marketing mix on pork purchase intention and willingness to pay. The researcher conducted a survey which targeted on consumers with experience in buying pork through the Internet and physical questionnaires. A total of 526 valid samples from Taiwan and 608 valid samples from Japan were collected for further statistical analysis. The results reveal that perceptual quality can be divided into internal quality and external quality; and marketing portfolio can be divided into five categories, namely physical facility, promotion, price, place, and product marketing. For Taiwanese sample, physical facility marketing, price marketing, internal quality and external quality are the four positive factors affecting pork purchase intention. For Japanese sample, price marketing, promotion marketing, and internal quality are the three positive factors affecting Taiwan-produced pork purchase intention, whereas physical facility marketing and place marketing are negative factors. In addition, for Taiwanese sample, monthly amount of flexible expense and price marketing are the positive factors influencing pork consumers’ willingness to pay. However, promotion marketing and product marketing could reduce their willingness to pay a premium. For Japanese sample, price marketing, internal quality, and place marketing are the positive factors influencing Taiwan-produced pork consumers’ willingness to pay, whereas product marketing and external quality could reduce their willingness to pay a premium. This study also found that Taiwanese consumers over 30 years of age are more intended to buy pork, while those with student status possess less intention to purchase pork. In addition, consumers who have a high educational level, and who monthly amount of flexible expense over 50,000 would be willing to pay more for pork products. By contrast, Japanese men are more willing to buy Taiwan-produced pork than female consumers. People aged 30-49 are more willing to buy Taiwan-produced pork than those under 30. The willingness to pay for Taiwan-produced pork in the same age group is also higher than that of consumers over 50 years old. Those with advanced degrees and those with a high monthly amount of flexible expense will also be willing to pay a higher price for Taiwan-produced pork. Overall, Taiwanese consumers generally prefer Taiwanese domestic pork than Japanese consumers.