新冠肺炎疫情對臺灣食米消費的影響-以X農會超市為例

Abstract

本研究為探討新冠肺炎疫情(COVID-19)對我國市售包裝食米銷售的影響，從文獻背景資料中了解突如其來的疫情改變國人飲食消費行為，為探究影響消費者選購包裝之食米習慣，除消費量外，對食米質之選擇是否也會產生影響，研究蒐集桃園市新屋區食米銷售數據，透過敘述性統計及實證分析來探討疫情期間臺灣食米消費變化。 全球突如其來的疫情使消費者在食物購買選擇及消費行為產生變化，包括對食物的選擇、價格的考量、儲存保存期限及食品安全驗證等要求。本研究分析疫情確診人數、是否為產銷履歷驗證米、食米包裝大小與米禮盒銷售量對X農會超市市售包裝食米銷售量、銷售重量、銷售金額及單價的影響，得出的結果與文獻相符，，該超市每月包裝食米銷售重量及金額剛開始為負的影響，隨著累計確診人數逐漸增加轉為一定程度的影響。4年疫情期間市售食米每月銷售單價，也許因為國內稻作生產供需平衡及糧價監控得宜，結果並無明顯變化。消費者在疫情期間，會增加對食物安全之需求，並嘗試攝取品質健康安全的食物增強免疫能力，得出該超市產銷履歷驗證米之銷售量、金額及單價皆呈現正相關結果。消費者改變以往的購物習慣，民眾因害怕染疫與居家隔離等因素而減少外食機率，相對增加家庭自行烹煮的次數，而導致購買大包裝米的需求增加，分析得出疫情期間超市大包裝米的銷售金額提高。米禮盒在4年期間銷售量呈現減少結果，推測可能因防疫措施限制民眾來往而降低米禮盒需求，但據敘述性統計，米禮盒於2020年每月銷售數量略高於另三年，可能是因部分活動被迫暫停改以贈送紀念品方式因應，而真空包裝米禮盒的保存期限可達6個月是為優勢，同時也反映民眾對疫情恐慌之貯糧行為。 本研究以實際銷售數據分析之實證結果與先前文獻結果相符，得出民眾因疫情發生導致恐慌購物行為，另外本研究之實證結果也顯示消費者在面對疫情發生會選購大包裝及可溯源且安全包裝米食之結論。 最後為提升消費者對米食的喜愛，鼓勵民眾養成以米為主食之習慣，提升糧食自給率，建議運用各式分析工具進行消費行為分析、市場競爭結構分析等，及食米產品之認證制度及品牌形象之建立，最後輔以行銷廣告，鼓勵民眾關注米食健康與營養均衡之觀念。

The objective of this study is to explore the impact of COVID-19 on the sales of packaged rice in Taiwan. Using rice sales data from Xinwu District, Taoyuan City, we investigate the changes of purchase and consumption behavior of rice for Taiwanese people due to sudden outbreak of COVID-19. We study both quantity and quality of rice influence on consumer decisions. The sudden outbreak of the global pandemic has changed consumer’s behavior, including the choice of food, price consideration, shelf life, and safety certification. This study analyzes the relationship of severity of pandemic to rice certification, package size, sales of rice gift package, and price in the Farmer Association supermarket. The result is in-line with previous studies. At the beginning of pandemic, the monthly packaged rice sales weight and quantity decreased; however, as the number of confirmed cases gradually increased, there are impacts on the rice sale. During the 4 years of COVID-19, the monthly sales unit price on the market did not fluctuate much, due to the good balance of supply and demand. But as consumers start cooking more at home due to government dining restrictions and fear of infection, there is more demand for the larger package of rice in the supermarket and cause the price to increase. The sales of rice gift boxes show decline in the four-year period. The decrease in demand is possibly because pandemic measures reduce the need of social interaction. However, according to descriptive statistics, the monthly sales volume of rice gift boxes in 2020 is slightly higher than the following three years because people give rice giftbox as social activities getting suspended. The vacuum packaged rice gift box is an excellent choice at times because of its long 6-months shelf-life and ability to ease fear of food shortage. This study confirmed the actual statistics from market sales data are consistent with previous studies. We concluded that the pandemic has caused people to panic and change their shopping behavior. In addition, the study also confirmed that consumers are likely to choose larger package size with safety certification during the pandemic. Finally, to promote the consumption of rice and become more self-efficient on food, we should use various analytic tools to analyze consumer behavior, market structure, establish certification systems to create brand image, and use marketing advertisements to promote the concept of healthy diet with rice.