臺灣在面臨進口水果逐漸加入市場的競爭環境下，國產水果需藉助建立產品品牌及政府認證來彰顯國產水果的特性，而消費者選購國產水果之習慣、特性等消費者行為，將成為國產水果能否在市場上成功且佔有一席之地之關鍵因素，因此本研究欲探討國人選購國產水果之關鍵指標為何，透過層級分析法（Analytical Hierarchy Process；AHP）建構國人選購國產水果之關鍵指標，經過相關文獻之完整蒐集，包含消費者行為、消費者決策模式、產品屬性以及消費者選購水果特性之研究等文獻之蒐集與探討，本研究建構出國人選購國產水果之關鍵指標，其中包含產品面、消費習慣面以及政策面，而產品面包含品牌、產品特色、產品價格、產品包裝樣式、產品品質、產品分級、產品安全衛生；在消費習慣面包含購買用途、資訊來源、促銷活動以及購買地點；最後，本研究認為在政策面向上，政府政策扮演即為關鍵之角色，因此，將政策面列為本研究之主要構面，其中包含推廣政策、政府品質認證、政府進出口政策、產銷履歷等子準則，經過產官學界之專家問卷的回收與分析，提出行銷的相關建議，以提供給農會、青果合作社以及產銷班等國產水果供銷單位選擇制訂相關產品、策略之參考。
本研究發現就整體而言，國人選購國產水果之關鍵指標，較為重視的是產品面（0.406）＞消費習慣面（0.361）＞政策面（0.233），換言之在政策面向上（產銷履歷、政府品質認證、推廣政策、政府進出口政策），針對國人選購國產水果之關鍵指標議題上，消費者較不易受政策面因素所影響。站在相關農業單位的角度來看，我國在農產品政策所做的努力均有改善空間，過去相關農業單位於政策面向上之努力，在未來更需積極擬定改善方針。此外，本研究更針對產品安全衛生、國產水果品牌策略、消費者購買行為、包裝樣式等方向做出相關研究建議。

In Taiwan, under the competitive environment that exported fruits enter the market gradually, domestic fruits should manifest their features through the establishment of product brands and governmental certifications. In addition, the consumer behavior such as consumers’ habits and characteristics of choosing domestic fruits will become the key factors whether domestic fruits will have great market share successfully. Therefore, this study intends to explore what the key factors are when our countrymen choose domestic fruits. Through Analytic Hierarchy Process (AHP) Method, the key indicators that our countrymen choose domestic fruits have been established. Through complete collections of related literatures, including the collections and the explorations of literatures such as consumer behavior, Consumer Decision-Making Model, product attributes, and consumers’ characteristics of choosing fruits, this study has constructed the key indicators that our countrymen choose domestic fruits, in which the aspects of product, consumer habit and policy are included. The aspect of product includes brand, product feature, product price, product package style, product quality, product classification, and product safety and hygiene; the aspect of consumer habit includes purchase purpose, source of information, promotion activity and purchase location. Finally, this study is of the opinion that governmental policies play a key role in the aspect of policy. Therefore, the aspect of policy has also been classified as the main dimension in this study, including the sub-principles such as promotion policies, quality certification by the government, the government’s policies of imports and exports, traceability and so on. Through the analyses and retrievals of the questionnaires answered by the experts in the fields of production, official, and academia, related suggestions about marketing have been proposed, and provided as the reference for the supply and distribution units such as agriculture associations, fruit and vegetables cooperatives, and production-marketing groups and so on to select and set up related products and strategies. As a whole, this study has found out that as for the key factors that our countrymen choose domestic fruits, the most emphasized ones are: the aspect of product（0.406）＞ the aspect of consumer habit （0.361）＞ the aspect of policy（0.233）. In other words, in terms of the aspect of policy (traceability, quality certification by the government, promotion policies, and the government’s policies of imports and exports), consumers are less easily affected by the factor of the aspect of policy, aimed at the issue of the key indicator that our countrymen choose domestic fruits. In the perspective of related agriculture units, there is still room for improving the effort made according to our country’s agriculture policies. In the future, the guiding principle for improvement needs be drawn up actively, aimed at the previous effort in the aspect of policy made by related agriculture units. In addition, in this study, related research suggestions have been proposed, aiming at the directions such as product safety and hygiene, brand strategies for domestic fruits, consumers’ purchase behavior, package styles, and so on.

摘要 i
Abstract ii
誌謝詞 v
目錄 vi
表目錄 vii
圖目錄 viii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究對象與範圍 3
第四節 研究流程 4
第二章 文獻探討 5
第一節 消費者行為與決策模式 5
第二節 消費者認知與產品屬性 24
第三節 水果選購消費特性 28
第四節 國產水果政策 32
第三章 研究設計 38
第一節 選購國產水果關鍵決策因素之研究架構 38
第二節 層級分析法 41
第四章 研究結果分析與探討 46
第一節 AHP 問卷發放與回收情形 46
第二節 問卷分析 49
第五章 結論與建議 57
第一節 結論 57
第二節 建議 61
附錄一本研究之研究問卷 68

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