| 摘要: | 本研究是探討寵物鳥飼料之產品屬性組合與消費者採購偏好之關係，間接經由文獻之引用及邏輯之推理，發現兩者之關係有必要進一步釐清。以消費者採購偏好來擬定行銷策略，進而開發消費者所偏好的產品，除降低開發費用外並可能獲得較高的利潤。
本研究使用結構式問卷作為主要抽樣工具，透過Google電子表單問卷，經由電子郵件、LINE通訊軟體傳送、將問卷公布在相關社團網站與寵物鳥群組的方式，請寵物鳥飼主或準飼主進行填答。總共回收問卷數為385份；無效問卷並不是寵物鳥飼主身分填寫完成者計152份，有效問卷為233份，有效問卷率為60.52%。
結果本研究發現，方案3國外進口，傳統種子與無殼合成混合飼料，真空包裝，一公斤150元，消費者採購偏好值為3.847，這是九個模擬方案中為最佳模擬銷售方案。此外，國外進口、國外授權、氮氣包裝、真空包裝與價格等因素，對應變數(消費者採購偏好)的影響，則皆分別呈現正相關。
透過觀察消費者對特定產品屬性的喜好，提供對的產品設計與行銷策略並提出有價值建議，經由聯合分析法分析，產品屬性組合對消費者採購偏好之間有極大的關係，進而推動寵物鳥飼料市場的可持續性發展。
This study investigates the relationship between product attribute mix and consum-er purchasing preference of pet bird feeds. Indirectly, through literature citation and logical reasoning, it is found that the relationship between the two needs to be further clarified. By utilizing consumers' purchasing preferences to formulate marketing strategies to develop products that are preferred by consumers, it is possible to achieve higher profits in addition to lowering development costs.
In this study, a structured questionnaire was used as the main sampling tool, and pet bird owners or potential owners were asked to fill in the questionnaire through Google e-forms, e-mail, LINE communication software, and posting the questionnaire on the websites of relevant social organizations and pet bird groups. A total of 385 question-naires were collected; 152 invalid questionnaires were completed by people who were not pet bird owners, and 233 valid questionnaires were collected, resulting in a validity rate of 60.52%.
The results of this study found that option 3, imported, traditional seed and shell-less synthetic feed mix, vacuum-packed, one kilogram of 150 New Taiwan Dol-lars, with a consumer preference value of 3.847, was the best sales option among the nine simulated options. In addition, the effects of foreign importation, foreign authori-zation, nitrogen packaging, vacuum packaging and price on the dependent variable (Consumer Purchasing Preference) are positively correlated.
By observing consumers' preferences for specific product attributes and providing valuable suggestions for product design and marketing strategies, the combination of product attributes is analyzed through a combined analysis method to show that the combination of product attributes has a significant impact on consumers' purchasing preferences, which in turn promotes the sustainable development of the pet bird feed market. |
