在臺灣的飲食文化與慣用食材中，豬肉位居國人肉類消費量的龍頭，佔國人年均總肉品消費量的42.1%之多。臺灣的豬肉自 1997年口蹄疫發生後，從外銷轉為內銷市場，同時間又因臺灣人口結構與生活型態的轉變，國人對於食品安全與美味的要求隨之提升，在採購農產品時，價格不再是唯一的考量，因此近年來臺灣消費者農產品購買意願影響因素日漸受到大家的關注。本研究運用層級分析法（AHP) ，確定研究題目之後，將消費者豬肉購買意願影響因素分為知覺品質、知覺價值、知覺風險、產品知識及通路設備五個構面，並參照文獻找出各構面之指標因子，據以設計專家問卷。本問卷專訪了八位國內實際參與豬肉買賣產業超過三十年的專家或企業家，從企業的高度、從銷售面去審視整體消費者的購買行為，層級分析法係透過倆倆比對的方式，找出各構面與指標因子間之權重，再運用量化統計整合專家意見，統計結果通過一致性檢測，確認研究結果可代表全體專家的意見，進而找出影響力最大的十個關鍵指標因子及其相對權重值。本研究結果可以提供政府、溫體豬肉攤商、品牌豬肉業者、超商及大賣場等作為政策推廣與豬肉行銷時之參考，讓豬肉行銷更有依據，不再如同瞎子摸象般盲目，這也是本研究最大的動機。
研究結果顯示：本研究的五個構面中，權重由高而低分別為知覺風險、產品知識、知覺品質、通路設備及知覺價值。在知覺品質的六項指標因子中，權重前三名為內在屬性(新鮮)、內在屬性(口感)與外在屬性(標章認證)。在知覺價值的八項指標因子中，權重前三名為品質價值(臺灣豬肉就是美味)、價格價值(無論價格，安全美味就好)與社會價值(符合社會公益如關懷小農)。在知覺風險的五項指標因子中，權重前三名為心理風險(擔心瘦肉精或藥物殘留等)，心理風險(擔心購買不良肉品危害到顧客)與社會風險(擔心購買不良肉品損害商譽)。在產品知識的六項指標因子中，權重前三名為經驗知識(採購經驗是購買豬肉重要的依據)、主觀知識(我認為溫體豬肉口感較佳)與客觀知識(黑豬肉比白豬肉風味佳)。在通路設備的八項指標因子中，權重前三名為硬體設備(溫控冷藏設備可以保持豬肉鮮度與口感)、硬體設備(HACCP認證的屠宰分切工廠是安全衛生的保障)與硬體設備(良好的包裝與冷鏈配送可保持豬肉的鮮度與安全)。
影響臺灣消費者豬肉購買意願之十大關鍵指標因子，依序分別為: 心理風險(擔心瘦肉精或藥物殘留等)、內在屬性(新鮮)、心理風險(擔心購買不良肉品危害到顧客)、社會風險(擔心購買不良肉品損害商譽)、硬體設備(溫控冷藏設備可以保持豬肉鮮度與口感)、經驗知識(採購經驗是購買豬肉重要的依據)、主觀知識(我認為溫體豬肉口感較佳)、主觀知識(我認為台灣豬肉比進口豬肉安全)、效益風險(擔心付出的價格與品質不符)及硬體設備(HACCP認證的屠宰分切工廠是安全衛生的保障)。

In Taiwan's culinary culture and customary ingredients, pork is the leading meat consumed by the population, accounting for as much as 42.1% of the annual total meat consumption per person. Since the outbreak of foot-and-mouth disease in 1997, Taiwan's pork has shifted from being an export to a domestic market. At the same time, due to changes in the country's population structure and lifestyle, people's demand for food safety and deliciousness has increased. Thus, in purchasing agricultural products, price is no longer the only consideration. Therefore, in recent years, factors affecting consumers' willingness to buy agricultural products have received more attention.

This study used the Analytic Hierarchy Process (AHP) to determine the factors affecting consumers' willingness to purchase pork. These factors were divided into five dimensions: perceived quality, perceived value, perceived risk, product knowledge, and distribution equipment. The indicators for each dimension were identified based on literature review, and an expert questionnaire was designed. The questionnaire was administered to eight experts or entrepreneurs who had been involved in the pork industry for more than 30 years. The AHP method was used to compare the weights of each dimension and indicator factor pairwise. The quantitative statistics were integrated with expert opinions, and the statistical results were tested for consistency to confirm that they represented the opinions of all the experts. The study identified the top ten key indicator factors and their relative weights, which could provide references for the government, pork vendors, brand pork operators, convenience stores, and supermarkets in policy promotion and pork marketing. The aim was to provide a basis for pork marketing, rather than blindly following the trend, which was the primary motivation for this study.

The results showed that among the five dimensions of the study, perceived risk had the highest weight, followed by product knowledge, perceived quality, distribution equipment, and perceived value. Among the six indicator factors of perceived quality, the top three in weight were intrinsic attributes (freshness), intrinsic attributes (texture), and external attributes (certification marks). Among the eight indicator factors of perceived value, the top three in weight were quality value (Taiwan pork is delicious), price value (safety and deliciousness are more important than price), and social value (caring for small farmers). Among the five indicator factors of perceived risk, the top three in weight were psychological risk (concerns about lean meat or drug residues), psychological risk (concerns about purchasing inferior meat products that could harm customers), and social risk (concerns about purchasing inferior meat products that could damage commercial reputation). Among the six indicator factors of product knowledge, the top three in weight were experiential knowledge (procurement experience), search knowledge (information about pork), and internal knowledge (knowledge about food safety).
The ten key indicators that influence the willingness of Taiwanese consumers to purchase pork, in sequential order, are as follows:Psychological risk (concerns about lean meat enhancers or drug residues, etc.)、Intrinsic attributes (freshness)、Psychological risk (concerns about purchasing poor-quality meat that may harm consumers)、Social risk (concerns about purchasing poor-quality meat that may damage the reputation of businesses)、Hardware equipment (temperature-controlled refrigeration equipment to maintain the freshness and texture of pork)、Experiential knowledge (purchase experience as an important basis for buying pork)、Subjective knowledge (believing that chilled pork has better texture)、Subjective knowledge (believing that Taiwanese pork is safer than imported pork)、Benefit risk (concerns that the price paid does not match the quality)、Hardware equipment (HACCP-certified slaughter and processing facilities provide safety and hygiene guarantees).

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