本研究利用都會區家計單位冬季及夏季水果消費資料推估國內冬季及夏季水果之需求彈性並分析水果消費型態。在冬季水果自身價格彈性方面，蕃茄及蘋果?富有價格彈性；夏季水果自身價格彈性中僅荔枝及鳳梨接近單一價格彈性。在冬季水果中以柳橙的支出彈性相對較高，夏季水果中則以西瓜的支出彈性較高。在考慮效用不變原則下之受補償希克斯需求彈性中的冬季及夏季水果交叉價格彈性皆不具顯著替代性。消費者購買水果時最重視的屬性?新鮮程度。集群分析結果顯示依水果屬性重視程度的不同，受訪者可被分?屬性重視群和實用價值群。屬性重視群購買水果時對屬性的整體重視程度相對較高，實用價值群對於水果的新鮮程度等屬性亦相當重視，但對於包裝、品牌、及政府認證等水果之附加價值屬性的重視程度相對較低。

The study utilizes urban household consumption survey data to estimate winter and summer fruit demand elasticities and to analyze fruit consumption patterns in Taiwan. For winter fruits, tomatoes and apples are price elastic. Lichees and pineapples are close to unit price elasticities among summer fruits. Oranges and watermelons have the relatively higher expenditure elasticities among winter and summer fruits, respectively. Hicksian elasticities indicate that cross-price elasticities are not statistically significant while holding constant utility. Freshness is the most important attribute in fruit purchasing decisions. Based on the results of the cluster analysis, respondents can be segmented into attribute-preferred and pragmatic groups. Consumers who are in the attribute-preferred cluster value the overall fruit attributes. Respondents in the pragmatic cluster emphasize freshness of fruits and pay less attention to value-added attributes like packaging, brand, and certification.