Taiwan Consumers’ Cognition and Purchasing Behavior for Mullet (Mugil cephalus) Roe

Abstract

中文摘要烏魚子(Mugil cephalus)是臺灣高經濟價值的漁產品，是漁民重要的收益來源，也為台灣年節與婚宴喜慶的菜餚之一。烏魚子的市場受到消費者偏好與環境因素影響，因此消費者偏好和市場需求是不可忽視的重要問題，然過去水產養殖技術的相關研究較少著墨於此，有鑑於此，本研究利用選擇模型以問卷調查方式分析我國消費者對烏魚子的偏好。研究結果顯示，消費者對烏魚子有異質性偏好，其對烏魚子屬性的偏好程度依序為：有認證及標示飼料檢驗結果、野生與低鹽，而偏好具備上述屬性烏魚子的消費者為教育程度較高且會優先考慮產品信息標籤，因次建議相關單位據此制定行銷策略。AbstractMullet (Mugil cephalus) roe is a high-value fishery product with significant economic benefits for fishermen and is often consumed at festivals and weddings in Taiwan. The mullet roe market is influenced by consumer preferences and environmental factors and thus, consumer satisfaction and market demand are important issues that cannot be ignored. However, studies on aquaculture technology pay little attention to the consumers. Thus, this chapter brings about understanding consumption preferences using a choice model in administering a questionnaire survey. The results obtained highlighted that consumers have heterogeneous preferences for mullet roe. Consumers’ preference attributes from the highest to the lowest include: certification and labels for feed test results; roe from wild-caught mullet; and low salt content. Further, consumers with higher education levels are more likely to prioritize product information labels. Thus, it is recommended that related businesses develop marketing strategies on the basis of consumer preferences for mullet roe.