| Summary: | 碩士 === 國立屏東科技大學 === 農企業管理系 === 93 === The study analyzed the customer behavior for meats of domestic fowls by 407 domestic customers in Kao-Ping area. It also analyzed tester’s cognition in meat of domestic fowls by factor analysis and extracted five common property：Image, quality, sale service, risk and value in meat of domestic fowls. Furthermore, author analyzed the relation in property of cognition, risk and consumption characters by the way of multivariate analysis. The results are as follows,
(1) The property for image and valuing level of risk of the meat of domestic fowl affect perception of drug for the meat of domestic fowls. And the valuing level of the property of value for the meat of domestic fowls affects perception of birds and beasts flu inspection for the meat of domestic fowls.
(2) Perception of birds and beasts flu report and inspection all affect the overall satisfaction for the meat of domestic fowls.
(3)The valuing level of the property for image, quality, sale service, risk and value in the meat of domestic fowls all can affect the overall satisfaction for the meat of domestic fowls.
(4)The valuing level of the property of value for the meat of domestic fowls affects purchasing places and times for the duck meat and gooses.
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