食用油脂是烹飪時不可或缺的產品，更能幫助人體吸收多種脂溶性營養成分，是人體每天必須攝取的養分來源之一。台灣近年食用油脂市場規模高達250億左右，使得許多油品製造廠商與進口商紛紛推出五花八門種類的食用油品來搶佔市場，隨著競爭的白熱化，降低成本便是許多商人用來增加利益獲取的方式之一。2013年台灣爆發的一連串黑心油事件，即是不肖的商人銷售質地不純的油品，甚至添加有害人體的物質來謀取暴利，在發生如此重大的負面事件後，許多報導與調查都顯示消費者對於政府GMP認證與台灣品牌油品大失信心，可見得消費者者選購食用油品的習慣與挑選偏好已經有明顯的變化，這些消費習慣與挑選偏好的變化即是本研究欲探討之主題。
在此主軸下，本研究採用聯合分析法，分別探討消費者在選購食用油品時所考量的屬性偏好與組合，以及在不同市場區隔下之屬性偏好與組合的差異，進而作為日後油品廠商與進口商推出食用油產品時的策略性參考依據。研究結果發現，總體受測者在選擇食用油品時，最重視的屬性為價格與油脂種類，其後依序為品牌、GMP。而在大多數的市場區隔下，價格與油脂種類都各受不同族群重視，例如:具有家長身分的受測者最重視油脂種類，而不具備家長身分的受測者則最重視價格，但是GMP在各個不同的區隔分群下都是最不受重視的，屬性權重甚至遠低於其他三個屬性。而在價格屬性中，受測者明顯偏好購買價格高於平均的食用油品來降低購買到劣質油品的風險，因此廠商在開發食用油產品時，首要目標即為妥善地控管油品品質，而非一味的降低成本與售價，藉此才能獲取消費者對於自家食用油品的青睞。

Edible oil also provides calories and helps lipophilic effect. It is an indispensable product to human lives. Edible oils and fats market size of Taiwan ups to 25 billion in recent years. To seize the market, manufacturers and importers have introduced a variety of products. Because of the competition of edible oils and fats market has been more fierce, manufacturers and importers use a variety of methods to achieve cost advantages. A series of oil scandal outbroke in Taiwan in 2013. Dishonest businessman makes huge profits by selling adulterated oil which is harmful to human health. After the outbreak of a series of negative events, selection of edible oil must undergo some changes. Many reports showed that consumers had lost confidence in GMP and the oil product of Taiwan. The changes of preferences derive from oil scandal are the main purpose of this research.
This study adopt the traditional model of conjoint analysis to discuss the preferences and combinations of the attributes of edible oil, as well as different market segments. And the research results can be references and suggestions for oil firm to design their products. The results of all respondents showed that the most important attributes of edible oil sequentially are price and category of oil. In most of the market segments, price and category of oil is the most important attributes in different market segments. For example, consumers who has children care about category of oil first while consumers with no children focus on price. In every market segments, GMP is the last important in four attributes, and the relative importance is far below them. Instead of buying cheaper oil, consumers prefer to buy more expensive oil to reduce the risk now. Therefore the primary objectives of developing the edible oil is quality control instead of cost down.

中文部分
1. 方世榮.(1995)"行銷學原理, 台北: 東華." 譯自 Philip Kolter and Gary Armstrong(1995): 288.
2. 周文賢, & 李宏達. (1992). 市場調查與行銷策略研擬. 台北: 華泰書局
3. 孫祥, & 陳毅文. (2005). 消费行為研究中的聯合分析法. 心理科學進展, 13(1), 97-106.
4. 吳萬益(2011). 企業研究方法 (4版). 台北市: 華泰文化.
5. 林紜伊 (2013)，消費者在線上購買團體套裝旅遊產品屬性偏好-以馬來西亞團體套裝旅遊為例，國立成功大學碩士論文
6. 李心岑. (2014). 消費者網路團購旅館住宿商品之屬性偏好研究. 成功大學企業管理學系學位論文, 1-100.
7. 周文賢&張欽富(2000). 聯合分析在產品設計之運用(初版).台北市:華泰文化.
8. 倪嘉偉. (2014). 探討食用油事件如何影響消費者的食品標示使用程度與購買行為. 國立中興大學生物產業管理研究所專題討論
9. 張惠真. (2005). 認識食用油. 臺中區農業改良場特刊, (73), 33-33.
10. 曾信融. (2012). 以聯合分析法探討量販商自有品牌產品屬性之最佳化組合. 成功大學企業管理學系學位論文, 1-105.
11. 蔡憲唐、呂豐吉、吳東儒、羅世雄（2011）。三聚氰胺事件影響消費 者乳製食品購買決策之研究。商業現代化學刊，Vo1.6，No.2， 113-132。高雄市。
12. 謝惠珺. (2014). 顧客心目中最佳茶飲店屬性組合之研究. 成功大學企業管理學系學位論文, 1-110.
13. 簡相堂. (2014). 2014食品產業年鑑. 食品工業發展研究所
14. 羅文坤. (1986). 行銷傳播學, 台北: 三民.
15. 草根文教基金會http://twgrassroots.org/site/index.php/menu-news/14-roksprocket-mos aic/73-20131122001
16. 行政院衛生署食品藥物管理局（2013）。食品衛生管理法。
17. 維基百科(2013)。2013年臺灣食用油油品事件https://zh.wikipedia.org/wiki/2013%E5%B9%B4%E8%87%BA%E7%81%A3%E9%A3%9F%E7%94%A8%E6%B2%B9%E6%B2%B9%E5%93%81%E4%BA%8B%E4%BB%B6

英文部分
1. Arndt, J.(1967). “Role of Product-Related Conversations in the Diffusion of a New Product”, Journal of Marketing Research, 4(3) pp. 291-295.
2. Brady, M. K., Robertson, C. J., & Cronin, J. J. (2001). Managing behavioral intentions in diverse cultural environments: An investigation of service quality, service value, and satisfaction for American and Ecuadorian fast-food customers. Journal of International Management, 7(2), 129-149.
3. Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
4. De Chernatony, L., & Dall'Olmo Riley, F. (1998). Defining a" brand": Beyond the literature with experts' interpretations. Journal of Marketing Management, 14(5), 417-443.
5. Hair, Jr. J. F., et. Al. (1995) ”The Cost of simplifying Preference Models” , Marketing Science, Vol. 5, pp.298-319
6. Jacoby, Jacob, and Jerry C. Olson. "Consumer response to price: an attitudinal, information processing perspective." Moving ahead with attitude research 39.1 (1977): 73-97.
7. Johnson, M. D., & Fornell, C. (1991). A framework for comparing customer satisfaction across individuals and product categories. Journal of economic psychology, 12(2), 267-286.
8. Keller, G. (1994). “Statistics for Management and Economics”, Duxbury Press, United Stated of America,9(3)pp.359
9. Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson Education.
10. McCracken, G. (1989). Who is the celebrity endorser? Cultural foundations of the endorsement process. Journal of consumer research, 310-321.
11. Richardson, P. S., A. S. Dick and K. A. Jain (1994),”Extrinsic and Intrinsic cue Effects on Perceptions of Store Brand Quality”, Journal of Marketing, Vol.58,pp.28-26
12. Smith, D., & Riethmuller, P. (1999). Consumer concerns about food safety in Australia and Japan. International Journal of Social Economics, 26(6):724-740.
13. Wilson, W. R. & Peterson, R. E.(1989), “Some Limits on the Potency of Word-Of-Mouth Information”, Advances in Consumer Research, 16(1) pp.23-29
14. Yeung, R. M., & Morris, J. (2001). Food safety risk: Consumer perception and purchase behaviour. British Food Journal, 103(3), 170-187.