篇名 | 消費者特性對網購自製烘焙產品偏好之研究 |
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卷期 | 27:1 |
並列篇名 | The Study of Consumers’ Preference for Homemade Bakery Products on Online Shopping |
作者 | 劉潄珊 、 柯文華 、 柯詠馨 |
頁次 | 063-082 |
關鍵字 | 網購 、 自製烘焙產品 、 產品偏好 、 online shopping 、 homemade bakery 、 produce preference |
出刊日期 | 202106 |
本研究旨在探討電商網購平台,消費者選購自製烘焙產品中,對於烘焙產品之偏好研究。研究中以問卷設計,共發放500份,回收468份之有效問卷,回收率為93.6%。研究結果發現,消費者之個人背景變項分析對於烘焙產品偏好項目中,麵包為歐式麵包、蛋糕類為乳酪蛋糕、西點類則為泡芙、糖果類是牛軋糖、中式點心為鳳梨酥,而手工餅乾是消費者喜愛之產品,不同個人變項對產品種類會因性別、年齡、教育程度、工作時段,對產品偏好產生差異。最後藉由烘焙產品之偏好分析結果,對網購烘焙業者及相關單位提出建議。
This study aims to understand consumers’ preferences for homemade bakery products on e-commerce online shopping platforms. In this study, 500 questionnaires were sent out, and 468 valid questionnaires were retrieved. The effective rate was 93.6%. The analysis showed consumers' preferred items for bakery products, among bread is European-style bread; among cake is cheesecake; among pastry is puff; among candy is nougat; and among Chinese dessert is pineapple cake. Handmade biscuits are also popular. The research results showed that consumers’ personal background, gender, age, education level, working time have a significant effect on their preferences’ for baking products. Finally, research suggestions for bakery -related units and the national pastry association were put forward.