2018-01-012024-05-17https://scholars.lib.ntu.edu.tw/handle/123456789/684596摘要：GABA毛豆外銷之利基市場為日本及澳洲，但兩地拓銷策略不同。日本市場宜循現有供應鏈現有供應鏈，說服日本品牌商拓展機能毛豆；澳洲市場有機能農產品認證機制與消費習慣，政府可以積極協助開發新市場，且建立台灣品牌。市售GABA農產品主要來源國為台灣、日本、美國。主要類別為黃豆、黑豆、芝麻、糙米、小麥、玄米、茶葉。消費者心中GABA毛豆的競品為GABA黃豆與GABA黑豆。受訪者認為GABA毛豆最適合製作的加工品為豆漿與嬰兒食品。GABA毛豆的購買意願強烈受到資訊的影響。未告知GABA機能時，購買意願明顯低落。在告知GABA機能後，購買意願略有提升。其中機能資訊，女性、高齡者、高所得者、毛豆購賣目的為養生者，或是原本對毛豆或GABA機能不了解者，購買意願提升果較好。日本認證資訊則對整體的購買意願有顯著提升的效果，其中年輕族群的購買意願提升效果最明顯。<br> Abstract: Japan and Australia are two important export destinations for Taiwan GABA edamame beans. The promotion strategies are different in nature. For Japan it is necessary to utilize the current sales channels . For Australia it may be useful to acquire GABA certificate first and then attempt to establish reputation of Taiwanese brands through building new sales channels. We conduct a survey and the primary results indicate that the soy milk and infant food are most suitable for processed products for GABA edamame beans. We also find the willingness to purchase of consumers are influences by consumers` understanding the functions of GABA edamame beans. Finally the survey shows that certification information on the overall purchase intention has significantly increased for the Japanese consumers and such effect is most substantial for young generation group.毛豆機能食物soybeansFunctional food