顧客對定置漁法環境識覺與消費行為意向之研究-以光榮定置漁場為例

Abstract

臺灣的環境條件有利海洋漁業資源發展，隨著漁撈漁業捕獲產量銳減情況正在發生，重視捕撈漁法成為經營管理海洋漁業資源重要議題。本研究從顧客視角切入，希冀瞭解不同個人背景的顧客對於定置漁法環境識覺與消費行為意向現況，以及解析環境識覺與消費行為意向彼此之間的影響關係。採用立意抽樣進行問卷調查，至光榮定置漁場產銷群組及石城漁港現場發放問卷，共計收集384份有效樣本，資料分析方法包括描述性統計、獨立樣本t檢定、單因子變異數分析、皮爾森積差相關分析、多元迴歸分析，以社會科學統計軟體SPSS第23版操作進行。結果發現：(1)宜蘭縣光榮定置漁場與新竹市明發定置漁場、花蓮縣朝金定置漁場、屏東縣滿豐定置漁場到訪顧客組成相同之處：男性多於女性、多從鄰近縣市開車到訪，以及多為至少3次以上再度到訪的常客；(2)顧客個人背景變項僅於居住地區、交通工具、停留時間、到訪次數、資訊來源在環境識覺有顯著差異，而在消費行為意向皆無差異；(3)顧客對定置漁法的環境識覺屬於中上程度，而消費行為意向則表現較低；(4)顧客對定置漁法的環境識覺與消費行為意向有顯著低度正相關，並且環境識覺顯著影響消費行為意向。依據結果發現提出實務建議，相關單位可修整開放定置漁網展示館，舉辦環境教育或食魚教育等活動，能讓民眾注意到漁獲產品生產過程。以及業者可考慮發展休閒漁業，提供定置漁場漁撈作業流程參觀活動，結合目前已有漁獲上岸販售體驗，使到訪顧客能瞭解完整的產銷過程。Taiwan's environmental conditions are conducive to the development of marine fishery resources. However, with the sharp decline in capture fishery yields, increasing attention has been placed on fishing methods as a key issue in marine resource management. This study adopts a customer-oriented perspective to investigate how customers with different backgrounds perceive the environmental aspects of set-net fishing and their behavioral intentions, and to analyze the relationship between the two. Using purposive sampling, a questionnaire survey was conducted at the Guangrong Set-Net Fishing Ground Production and Marketing Group and Shicheng Fishing Port, yielding 384 valid responses. Data analysis methods included descriptive statistics, independent sample t-tests, one-way ANOVA, Pearson correlation, and multiple regression analysis using SPSS version 23. The results show: (1) Customers at Guangrong shared common traits with those at Mingfa, Chaojin, and Manfeng—mostly male, traveling by car from nearby counties, and being repeat visitors; (2) Only residence, transportation, stay duration, visit frequency, and information source significantly affected environmental perception, while behavioral intentions did not differ; (3) Environmental perception was moderately high, while behavioral intention was relatively low; (4) A low but significant positive correlation existed between environmental perception and behavioral intention, with the former significantly influencing the latter. Based on these findings, practical recommendations include enhancing set-net exhibition halls and promoting environmental or seafood education to raise awareness of production processes. Operators may also develop recreational fishery tours integrated with fish landing and sales experiences to help visitors better understand the production and marketing chain.