| 초록 |
Pork is the most popular meat in Taiwan, that makes hog industry an important agriculture industry. The government had lauched the traceability system of agricultural products from 2004. It is needed to appreciate the policy affecting consumers' willingness to buy safe pork for hog industry to separate market. This research use consumer decision process model and market segmentation to separate four respective factors as age group, educational background, family income, and the population element as family structure to find out the habit of safe pork consumption. This study was based on household as its unit, and had conducted questionnaire survey upon the primary purchasers of pork, which were then analyzed with descriptive statistics, Chi-square test, and the logit model so as to differentiate the preference of demographic characteristics among consumers with various features. This research indicated consumers with more members of household, older, less educated, less income, less cognitive about pork risk would have higher possibility to buy warm pork. Consumers with female, more educated, more income, more cognitive about pork risk would have higher willingness to pork with traceability system. However consumers in Taiwan still prefer buy warm body pork, little perception about pork marketing risk. The government should improve pork safety by more inspecting hog farms, processing factories and markets and educating consumers the knowledge of safe pork by television broadcasting and other mass media.
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