臺灣博碩士論文加值系統

現今的臺灣有二千三百五十萬的人口，但卻擁有100餘家的醬油供應商，醬油年產量超過14萬公噸，產值超過50億新台幣，國人平均醬油消耗量為6公升，由此可見醬油於調味品市場佔有重要的一環。依據2016年調查結果顯示，1300位受訪者中有55.5%的受訪者喜歡使用醬油作為調味品，是所有調味品中最高。因醬油為台灣社會最普遍使用之調味品，故希望透過問卷調查方式了解消費者對於醬油之認知及其對消費行為之影響。現今社會的家庭結構不同以往，小家庭較多又因現今社會工作繁忙，因此外食族漸增造成醬油產品的家用市場萎縮。但於一連串之食品安全事件過後，醬油於家用市場之銷售量因此上升且逐年穩定增加。為了解現今社會的醬油食用與使用習慣，因此學生選擇於賣場、食品展覽、傳統市場等地進行問卷發放，透過問卷之統計與分析了解生活於大台北地區之民眾。此次問卷總共發放450份，回收後有效問卷共306份；男性消費者的有效問卷共121份，女性消費者之有效問卷共185份，有效回收比率為68%。藉由問卷之統計得知大台北地區醬油之使用習慣及外食或自行調理之比率。由問卷得知男性之外食比例較女性高(57%)，而多數女性仍以自行烹調為主(60.5%)。另透過問卷了解大台北地區之消費者對於醬油產品之相關認知，並分析大台北地區消費者對於購買醬油產品時所著重的要點為何。由調查結果得知，大台北地區之消費者在購買醬油產品時，較著重在廠商信譽(89.9%)、風味(85.9%)及品質認證(85.6%)等要點。且統計結果得知，男性消費者知道醬油製造方式之比例為：純釀造醬油94.2%、酸水解醬油36.4%、調合醬油59.5%、快速醱酵醬油23.1%；而女性消費者知道醬油製造方式之比例為：純釀造醬油 97.3%、酸水解醬油50.8%、調合醬油68.1%、快速醱酵醬油 41.1%。分析前述結果得知，大部分的消費者都知道純釀造醬油其平均比率達95.75%。而以全部醬油製造方式之認知作為比較，結果顯示男性占比均較女性來的低且具顯著差異，由此可知女性因常為家中負責烹調之成員，因此較易關注相關之議題。

關鍵字：醬油、知覺風險、基因改造、風味

Today's Taiwan has a population of 23.5 million, but it has more than 100 soy sauce suppliers. The annual output of soy sauce exceeds 140,000 metric tons, and the output value exceeds NT$5 billion. The average annual consumption of soy sauce is 6 liters per person. This shows that soy sauce is an important part of the condiment market. According to the results of the 2016 survey, 55.5% of the 1,300 respondents preferred to use soy sauce as a condiment, which is the highest among all seasonings. Since soy sauce is the most commonly used condiment in Taiwanese society, it is hoped that through questionnaire surveys, consumers will understand the perception of soy sauce and its influence on consumer behavior.Today different family structure of society in the past, many small families because of busy modern society, thus increasing food restaurants caused by shrinking domestic market soy products.However, after a series of product safety incidents, the sales volume of soy sauce in the home market rose accordingly and steadily increased year by year.In order to understand the soy sauce consumption and usage habits of today's society, I choose to distribute questionnaires in stores, food exhibitions, traditional markets, etc., and understand the people living in the Greater Taipei area through statistics and analysis of questionnaires. A total of 450 questionnaires were distributed and a total of 306 valid questionnaires were returned; 121 valid questionnaires for male consumers and 185 valid questionnaires for female consumers, with an effective recovery rate of 68%. Through the statistics of the questionnaire, we learned about the usage habits of soy sauce in the Greater Taipei region and the ratio of eating out or self-cooked. It was found from the questionnaire that the proportion of males out of food was higher (57%) than females, while most females were still mainly self-cooked (60.5%). Through questionnaires, consumers in the greater Taipei area how to understanding of the soy sauce products, also analyzed the main points that consumers in the Greater Taipei area have paid attention to when purchasing soy sauce products. According to the results of the survey, consumers in the greater Taipei area focused on the points of reputation (89.9%), flavor (85.9%), and quality certification (85.6%) when purchasing soy sauce products.According to the statistical results, male consumers know that the process of soy sauce making methods is: 94.2% of natural brewing soy sauce, 36.4% of acid hydrolyzed soy sauce, 59.5% of mixing soy sauce, and 23.1% of fast-brewing soy sauce; female consumers know that the process of soy sauce making methods is: 97.3% of natural brewing soy sauce, 50.8% of acid hydrolyzed soy sauce, 68.1% of mixing soy sauce, and 41.1% of fast-brewing soy sauce. Analyzing the foregoing results, most consumers know that the average ratio of natural brewed soy sauce is 95.75%.Compare men's and women's awareness of soy sauce production methods.The results show that men are lower than women, because women are often members of the home cooking and will therefore be concerned about related issues.

Keywords: Soy sauce, perceived risk, genetic modification, flavor

謝辭 ………………………………………………………………………………I
中文摘要………………………………………………………………………II
Abstract …………………………………………………………………III
目次 ………………………………………………………………………………IV
圖次 ………………………………………………………………………………VI
表次 ………………………………………………………………………………VI
第一章 緒論 ……………………………………………………………1
第一節 研究背景與動機…………………………………………1
第二節 研究目的………………………………………………………2
第三節 研究範圍及對象…………………………………………2
第四節 研究流程………………………………………………………2
第五節 名詞說明………………………………………………………2
第二章 文獻探討………………………………………………………3
第一節 臺灣醬油的演變………………………………………3
第二節 醬油的種類及製作方式…………………………3
第三節 醬油的消費市場………………………………………4
第四節 醬油的安全性影響因素 ………………………4
第五節 臺灣曾發生的醬油食安事件………………4
第六節 醬油的風味探討………………………………………5
第七節 基因改造產品之爭議……………………………6
第八節 消費者行為相關文獻……………………………7
第九節 消費者背景因素的知覺風險……………7
第十節 購買意願……………………………………………………7
第三章 研究方法……………………………………………………9
第一節 研究施行方法…………………………………………9
第二節 問卷施測…………………………………………………10
第三節 問卷設計…………………………………………………10
第四節 研究假設…………………………………………………10
第五節 資料處理及分析方法…………………………11
第四章 結果與討論……………………………………………12
第一節 樣本分析…………………………………………………12
第二節 醬油產品之認知及使用習慣分析…12
第三節 購買醬油產品的考量要素………………14
第四節 不同釀造方式的醬油產品之認知程度分析………………………15
第五章 結論與建議……………………………………………16
第一節 研究結論…………………………………………………16
第二節 研究限制…………………………………………………17
第三節 建議……………………………………………………………17
參考文獻 …………………………………………………………………18
附錄-1 ……………………………………………………………………56
附錄-2 ……………………………………………………………………63

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