供應鏈成員對食品履歷認知差異之研究

Cognitive differences of supply chain member on traceability of import program

席首席(Shou-Hsi Hsi)

指導教授 ： 顏憶茹

國立臺中科技大學/商管學群/流通管理系碩士班/碩士(2009年)

摘要

由於2008年三鹿毒奶事件的發生，使得食品安全的議題再度受到重視。
因此，國內學者更積極的投入食品履歷相關研究，但目前的研究中，主要以
製造商、零售商及消費者三者為調查對象，而對於調查對象間的差異較無深
入的探討，為了解因供應鏈成員身分不同所造成的影響，本研究以整體供應
鏈成員為調查對象，探討食品履歷參與概況、認知、願支付比例及需求間的
差異。
本研究以「供應鏈成員身分別」、「參與概況」、「認知」、「願支付比
例」及「需求」做為研究構面，並根據相關文獻來建立各構面的理論基礎。
透過變異數分析、多重比較法及迴歸分析，研究中發現，零售商參與食品履
歷計畫的比例最高，並且以農委會所推動的產銷履歷較為人熟知；而在食品
履歷的認知中，消費者對於食品履歷的熟悉度及公信力最低。以願支付比例
而言，研究結果發現食品履歷之公信力與願支付比例存在正向關係。最後在
食品履歷需求中，多數成員認為相關技術的輔導及廣泛的宣導是最迫切需要
進行的。
食品履歷的落實關係到社會大眾的飲食安全，因此瞭解供應鍵成員間的差
異，將能幫助相關推行單位，針對不同的差異擬定合適的食品履歷推行計
畫，加速我國食品履歷制度的全面落實，為國人的飲食安全把關。

關鍵字

食品履歷 ； 供應鏈成員 ； 認知 ； 需求 ； 變異數分析

並列摘要

Due to the scandal of Sanlu milk in 2008, the issue of food safety has recently gotten
lots of attention and been revisited. Accordingly, many researchers are spending more
efforts to investigate the topics of food traceability and other related issues. So far,
previously studies have only focused on the roles of manufacturers, retailers, and
consumers as the subjects of interest. However, the difference between the subjects, i.e.,
manufacturers, retailers, and consumers, has been rarely explored. In order to exploit
the different degree of impact of the member status in the supply chain, we try to take
all members in the supply chain as our subjects and then investigate on the variables of
the ‘status’ and ‘cognition’ of food traceability, the interaction between the factors of
‘willingness to pay’ and ‘demands’.
In this study, the factors of ‘supply chain member status’, ‘participation status’,
‘cognition’, ‘willingness to pay’, and ‘demands’ are the basic constructs. Consequently,
we investigate the impacts, interactions of these basic constructs from the data reported
in related literatures. By applying the variance analysis of each construct, multiple
comparison, and regression, we found that the participation of retailers in the plan of
food traceability is higher than others. In particular, the selling traceability of the
Council of Agriculture is the most prominent one. On the other hand, in the cognition of
food traceability, consumers are less familiar and confident with the traceability.
Regarding to the construct of ‘willingness of pay’, the confidence of food traceability is
positively correlated with ‘willingness of pay’. Finally, in the ‘demands’ of food
traceability, most members regard that the assistance and guidance of related
techniques, extensive advertising are the most urgent jobs need to immediately proceed.
The realization of food traceability highly relates to the public health of our society.
As a result, getting more understanding about the difference between the members of
supply chain will facilitate the related authorities to make appropriate plans of food
traceability. With the understanding of the difference between the members of supply
chain, the plan of food traceability will be more rapidly and thoroughly realized to
secure the safety of diet in our country.

並列關鍵字

Traceability ； Supply chain member ； Cognition ； Needs ； ANOVA

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