摘要
在當前的畜牧產業中，因為公共衛生意識抬頭以及環保規範漸趨嚴格，動物用藥區塊尤其備受關注。過去數十年抗生素被大量應用於畜牧業，隨後引發的公衛問題主要涉及到抗生素的過度使用，以及對環境的潛在影響。為了減少抗生素的使用，動物用疫苗的重要性逐漸提升。
近年來，畜牧業逐漸轉型為高技術含量與高資本設備的產業。相較於私人牧場，大型企業場具有明確的升遷及薪資福利制度，在人力招募上容易許多，也造成了企業場開始大舉收購被淘汰的牧場，而成為占比不容小覷的族群。
本研究為探討牧場經營者在選購豬用疫苗時在意哪些關鍵因子，以及不同條件的經營者是否有不同的考量，利用文獻回顧及專家訪談，初步了解牧場經營者在選購豬用疫苗時在意「產品」、「個人與群體經驗」、「互動關係與服務」及「品牌」等四個構面。再以訪談內容製作問卷發放給其他牧場經營者填寫，共蒐集91份問卷。資料分析方法包含敘述性統計分析、兩母數平均數檢定及單因子變異數分析。
結果顯示，擁有牧場經營權與否的經營者，對品牌大小、品牌專業形象、是否持續創新研發、產品市占率、提供新知教育訓練、國內學術單位支持、國外SCI文獻支持、使用環境友善包材、企業善盡社會責任、操作便利性、價格及付款週期等項目的重視程度有顯著差異。飼養規模不同的經營者，對操作便利性、付款週期、國外SCI文獻支持、提供專業服務、提供新知教育訓練、品牌大小、品牌專業形象及企業善盡社會責任等項目的重視程度有顯著差異。教育程度與背景不同的經營者，對促銷活動、產品齊全度以及品牌大小的重視程度有顯著差異。

關鍵字：企業採購、豬用疫苗、產品、個人與群體經驗、互動關係與服務、品牌

Abstract
In the current livestock industry, due to the rise in public health awareness and increasingly stringent environmental regulations, the area of animal medication has particularly drawn attention. Over the past decades, antibiotics have been used massively in the livestock industry, which subsequently led to public health problems mainly involving the overuse of antibiotics and potential environmental impacts. To reduce the use of antibiotics, the importance of vaccines for animals has gradually been heightened.
Recently, the livestock industry has gradually transformed into a high-tech and capital-intensive industry. Compared to private farms, large corporate farms have a clear promotion and salary benefit system, which makes it easier for them to recruit manpower. This has resulted in corporate farms massively acquiring obsolete farms and becoming a considerable proportion of the industry.
This study aims to explore the key factors that farm operators consider when purchasing vaccines for pigs, and whether operators under different conditions have different considerations. Through literature review and expert interviews, we initially understood that farm operators care about four dimensions when purchasing pig vaccines: “product,” “individual and group experience,” “interaction relationships and service,” and “brand.” Questionnaires based on the interview content were then distributed to other farm operators, collecting a total of 91 questionnaires. The data analysis methods included descriptive statistical analysis, two-sample mean test, and one-way analysis of variance.
The results show that operators, whether they have the right to operate a farm or not, have significant differences in their emphasis on brand size, professional brand image, continuous innovation and research and development, market share of the product, provision of new knowledge training, approbation from domestic academic institutions, approbation from foreign SCI literature, use of environmentally friendly packaging, corporate social responsibility, ease of operation, price, and payment cycle. Operators of different breeding scales have significant differences in their emphasis on the ease of operation, payment cycle, approbation from foreign SCI literature, provision of professional services, provision of new knowledge training, brand size, professional brand image, and corporate social responsibility. Operators with different levels of education and backgrounds have significant differences in their emphasis on promotional activities, product completeness, and brand size.
Keywords: Corporate Procurement, Swine Vaccines, Product, Individual and Group Experience, Interaction Relationships and Services, Brand

目錄
摘 要 i
Abstract ii
誌謝詞 iv
目錄 v
圖目錄 vi
表目錄 vii
第1章 緒 論 1
1.1 研究背景與動機 1
1.2 研究目的 2
1.3 研究問題 3
1.4 研究流程 3
第2章 文獻回顧 5
2.1 全球動物保健市場概況 5
2.2 動物用疫苗介紹 6
2.3 台灣豬用疫苗市場概況 6
2.4 企業採購 8
2.5 豬場疫苗採購 10
第3章 研究方法 12
3.1 研究步驟 12
3.2 專家訪談法 12
3.3 問卷調查法 13
3.4 問卷設計 13
3.5 兩母數平均數檢定 16
3.6 變異數分析ANOVA(Analysis of Variance) 17

第4章 研究結果 19
4.1 專家訪談結果 19
4.2 問卷填答者基本資料之樣本結構分析 21
4.3 牧場經營者對產品、個人或群體經驗、互動關係與服務及品牌構面的重
視程度分析 23
4.4 牧場經營者選購豬用疫苗時對四大構面內部細項的重視程度分析 27
第5章 結論 40
5.1 問卷樣本結構的研究發現 40
5.2 不同條件牧場經營者於選購豬用疫苗時評估的關鍵因子 41
5.3 研究結果與研究限制 44
參考文獻 46

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