食品品質標章認證與消費者信賴程度之動態分析

A Dynamic Analysis of Food Quality Certification and Consumer Confidence

劉劭宣(Shao-Hsuan Liu)

指導教授 ： 林士彥 ； 吳健瑋

國立暨南國際大學/管理學院/經濟學系/碩士(2014年)

https://doi.org/10.6837/NCNU.2014.00219

摘要

食品安全與衛生標章認證乃是消費者在選購市面上琳瑯滿目的食品品質時之重要依據，本文以消費者對產品品質不確定性的風險貼水作為消費者對產品信賴程度之憑據，探討當獲認證廠商家數規模改變時，消費者對獲認證食用油風險貼水指標的變化，並討論其對於食用油廠商之利潤所造成的影響。接著依序將政府稽查獲認證食用油廠商生產線的頻率以及消費者選購商品時的從眾心態引入模型，探討兩者與消費者對獲認證食用油風險貼水指標以及食用油廠商的利潤之間的關係。研究結果發現，食品品質標章認證之規模愈大，消費者購買獲認證食用油之機率愈大，而初始獲認證食用油廠商家數愈多，未獲認證廠商加入認證的意願愈高。另外，當消費者對於獲認證食用油之風險貼水隨獲認證廠商家數的增加而漸進降低時，標章認證進入起飛區域的門檻極高；反之，當消費者對於獲認證食用油之風險貼水隨獲認證廠商家數的增加起初漸進降低，而後降低漸緩的情況，標章認證進入起飛區域的門檻較低。最後，倘若政府的執法強度愈強，或消費者的購買決策愈是受到從眾效應所影響，皆能使得與食品安全與衛生相關的品質標章認證更加容易獲致消費者信賴的評價。

關鍵字

食品標章認證 ； 消費者信賴度 ； 信任與制度信任 ； 風險貼水 ； 從眾效應

並列摘要

The certification of food safety and health is an important basis the consumers use when selecting from a great array of food quality on the market. This paper uses the risk premium of the consumers’ uncertainties for the food products as the trust level indicators, and investigates the changes of the consumers’ risk premium for certified edible oil under the situation when the number of certified manufacturer scale changes. The paper also examines the related impacts on the profits of the edible oil manufacturers. Furthermore, the frequency of government inspections on edible oil production line of certified manufacturers and the herd mentality of purchase selection are sequentially added into the model. The relationships between these two factors and the consumer risk premium indicator for certified edible oils and the manufacturers’ profit is then studied. The results show the situations, once scale of food quality mark certification is getting greater, then the chances of consumers to buy certified edible oil will be larger, and the initial number of firms obtained certified oils more, it will increase the willingness highly that manufacturers has not been certified now to obtain the certification in coming future. In addition, with the number of firms increase by certification, consumers decrease premium risk for certification on edible oil, high barriers to entry mark certification off areas; on the contrary, with the number of firms increase by certification, consumers decrease risk premium for certification on edible oil, and further slowdown the decreasing, mark certification been lowed the threshold to enter the departure area. Finally, when the government enforcement is stronger and when the consumers’ purchasing behaviors are influenced by the herd effect more, can both help the certification of food quality which related to food safety and health more easily obtain confidence rating from customers.

並列關鍵字

Food Certification ； Consumer Confidence ； Trust and Institutional Trust ； Risk Premium ； Herd Effect

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