| Summary: | 碩士 === 國立臺灣海洋大學 === 環境生物與漁業科學學系 === 103 === Through the questionnaire method, the study probes into the perspective that Keelung residents hold on Tilapia products in terms of their cognition, acceptance, and consumer behavior with the aim of providing the relevant dealers with the findings and making them rethink the value of Tilapia products, while at the same time considering the possibility of initiating a new direction for the future development of the traditional Tilapia industry by using new technology to engage in the research and development of Tilapia products. The abstract of the study’s findings is as follows:
1.The inedible parts of Tilapia are the traditional waste products, which account for about 50,000 metric tons after conversion according to the ratio of its production. If we can make the best use of them, we can achieve the goal of enhancing the added value of Tilapia and the waste reduction as well.
2.The usable parts of Tilapia used to be the side meat of the fish body, while the products such as fish necks, tails, bones, residual meat, scales were often abandoned. Since the technology of the whole fish utilization has gradually become mature, there are some innovative fish products appearing on the market, which helps Tilapia get rid of the stereotype of being a cheap fish.
3.Most of the respondents are female from the age of 41 to 60, most of whom are housewives and the people who serve in the army, government and schools ; most of them graduated from high schools or vocational schools ; their average income per month is from NT$40,000 to 60,000 ; their source of information is mainly from friends.
4.Most respondents are the most cognizant of Tilapia in terms of Traditional Culinary Food, Innovative Food, and Health Food. However, for the rest of other products their cognition of them is below 10 %.
5.Most respondents are the most cognizant of Tilapia’s byproducts in terms of fish bones and scales ; however, there are over 70 % of the respondents who cannot fully understand that after processing the inedible parts are all byproducts.
6.Some facts that respondents understand about the quality of Tilapia products are as follows, most respondents know that the fish is famous for its easiness to keep, high productivity, good quality, and an excellent source of aquatic meat. The name of our home-made Tilapia has been changed into that of Taiwan Tilapia and because of its excellent quality, Tilapia is one of Taiwan’s flagship fish species for export, which has been considered to be the most representative fish for Taiwan and has become the dominant item for export. Tilapia is rich in DHA that can boost the efficiency of operation of human brain cells.
7.When the respondents purchase or use Tilapia products, they mainly purchase or use these products which fall into the category of “food,” while next to it are those which fall into the category of “maintenance products.” Respondents hope that these Tilapia food products are healthy and free from bilgy odors; what’s more, those maintenance products processed from the fish heads, scales, and skin have found their growing popularity and acceptance among the respondents.
8.Respondents emphasize that if the dealers employ the marketing strategies such as being good for health, certified by the agencies that have received public credibility, products’ functionality, excellent quality, the mechanism of the price of privilege etc, they find that these strategies will facilitate the promotion of Tilapia products.
9.There is significantly positive correlation between consumers’ cognition of Tilapia products and their acceptance, which shows that the higher their cognition is, the higher their acceptance will be.
Keywords: Tilapia products, Cognition, acceptance, Consumer behavior
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