| Abstract: | 隨著社會人口結構變遷與生活型態改變，越來越缺乏充分的備餐時間，促使國人對於外食與中食等外部的餐食資源之需求性增加。而在眾多外部資源之餐食供應來源中，便利超商已經成為中食與外食的最大通路，更是消費者最常購買盒餐地點之一；而既然屬於鮮食產品的盒餐已成為消費者之日常重要飲食形態，則其供應者應該更妥善因應消費者的需求。鮮食產品具有複雜的供應鏈，任何一個環節皆會對鮮食的品質造成影響，進而成為決定產品在市場中的銷售績效優劣的重要因素。由於我國的鮮食盒餐之發展已進入成熟階段，各便利商店的經營企業在面對外在經濟環境及產業內激烈競爭壓力，要如何瞭解消費者的需求以回饋至企業決策並做為保持競爭優勢的憑藉，進而取得消費者的認同並且使其啟動購買行為則是非常重要的議題。故本研究認為擬從分析消費者對於鮮食盒餐的「品質認知」之重視度與滿意度，而嘗試掌握消費者在未來對於鮮食盒餐的需求類型。從研究結果的分析可以確認鮮食盒餐之品質認知各變項的平均值，進而發現消費者比較重視之鮮食盒餐品質認知的項目依序為「食材新鮮程度」、「環境衛生把關」、「食材檢驗合格」、「具備相關認證」、「食材來源安全」，可見消費者相當重視鮮食盒餐的衛生與安全；此外，消費者對於「高纖」與「蔬菜份量」感到較不滿意。本研究為了準確了解消費者對於鮮食盒餐品質的需求，更進一步運用IPA及IPGA分析鮮食盒餐之品質認知各變項，在IPA結果中發現原本位於第一象限具有競爭優勢的品質屬性，卻於IPGA結果中位於第二象限，代表還具有改善的空間，屬於應該優先被改善；故本研究推論可以透過更加強化「營養標示清楚」、「環境衛生把關」、「食材新鮮程度」、「食材檢驗合格」、「食材追蹤以強調來源安全」、「具備相關認證」、「選擇類型多元」、「購買便利性」等品質屬性，使得鮮食產業更具備競爭優勢。依據IPGA的分析結果，建議鮮食盒餐供應業者可以將投入經營資源的優先順序調整為「食材新鮮程度」、「食材檢驗合格」、「環境衛生把關」「價格符合預算」、「具備相關認證」、「整體份量」、「食材追蹤以強調來源安全」、「主菜份量」、「鹹度」、「口感」、「菜色搭配多樣化」、「口味」「營養標示清楚」、「選擇類型多元」、「購買便利性」。本研究亦利用集群分析而將消費者分為「謹慎採購集群」、「美味聚餐集群」、「樂在烹調集群」、「重視品質集群」等四類，分析結果發現「重視品質集群」的消費者較少選購便利超商的鮮食盒餐，而此類型消費者的未來需求盒餐類型偏向「輕食」與「低卡盒餐」，建議業者可以強化「輕食」與「低卡盒餐」概念，以吸引「重視品質」族群消費者進行採購。在分析消費者對於未來需求的鮮食盒餐類型的結果中顯示，消費者較期待未來鮮食盒餐可能會朝向「輕食」與「高纖低熱量盒餐」、「低油便當」、「低卡盒餐」的概念發展，建議鮮食產業應加以重視。
With demographic changes and change in social lifestyle, time for preparing meals becomes increasing inadequate, leading to increasing domestic demands for external food, among which convenience store has become the largest channel for external and fresh as well as one of the most popular places wherein consumers often buy boxed lunches. Now that boxed lunches belonging to fresh products has become important daily diet for consumers, the suppliers should better cater to consumer demand. Fresh products have complex supply chains, and any link will influence the quality of fresh products, and thus becomes an important factor in determining the products’ sales performance in the market. Since the development of our country’s fresh boxed lunches has entered a mature stage, it is a very important issue for convenience store business enterprise as for how to understand consumer needs to contribute to business decisions and maintain competitive advantage, and then get consumer recognition to make them start buying behavior under the external economic circumstances and intense competitive pressures within the industry. Therefore, this study starts analyzing consumers’ attention and satisfaction of “perceived quality” for fresh boxed lunches, so as to try to figure consumers’ future demand types out for fresh boxed lunches.The average of each variable of perceived quality of fresh boxed lunches can be confirmed from the analysis of the study findings, and then the items of perceived quality of fresh boxed food on which consumers place more emphasis can be found — in order， “food freshness”, “environmental health check”, “inspection of raw material”, “relevant qualified certification” and security of food origin ”, indicating that consumers pay much attention to the health and safety of fresh boxed lunches; in addition, consumers feel more dissatisfied with “high fiber” and “vegetable serving volume”. In order to accurately understand consumer demand for the quality of fresh boxed lunches, this study further analyzes each variable of the perceived quality of fresh boxed lunches by use of IPA and IPGA. It’s found that the quality attribute in IPA results, which originally has a competitive advantage in the first quadrant is located in the second quadrant in IPGA results, indicating it has also some room for improvement and should be improved first; therefore, it is inferred that this study can allow fresh boxed lunches industry gain more advantage edges through more enhancing “clear nutrition labeling”, “environmental health check”, “food freshness”, “qualified inspection of raw material ”,“tracking to emphasize food safety”, “relevant qualified certification ”, “diverse selection type” and “purchase convenience” .Based on the analysis results of IPGA, it’s suggested that fresh boxed food suppliers should adjust the priorities order of input operation resources to be “food freshness”, “qualified inspection of raw material ”, “environmental health check”, “price accords with budget”, “relevant qualified certification”, “overall serving volume”, “tracking to emphasize food safety”, “entree serving volume”, “salty degree”, “texture”, “dishes variety”, “taste”, “clear nutrition labeling”, “diverse selection type” and “purchase convenience”. The study also divided consumers into four categories, namely, “cautious procurement cluster”, “delicious dinner cluster”, “fun cooking cluster” and “quality attention clusters” using cluster analysis, and the results found that “quality attention clusters” consumers seldom bought fresh boxed lunches from convenience store and their future demand for boxed food type was partial to “snack” and “low-calorie boxed food”; it’s suggested that the relevant industry improve the concept of “snack” and “low-calorie boxed lunches” in order to attract “quality attention cluster” consumers to purchase. The results of analyzing consumers’ future demand for lunches type indicated that consumers expected that the future fresh boxed lunches to be developed toward the concepts of “snack”, “high fiber & low-calorie boxed lunches”, “low fat boxed lunches” and “low-calorie boxed lunches”, to which the relevant industries are advised to attach much importance. |
