禽流感知識，知覺風險與消費態度關係之研究

The Study of the Relationship between Avian Influenza Knowledge, Perceived Risk and Consuming Attitude

韓宗信(Tsung-Hsin Han)

指導教授 ： 方珍玲

國立臺北大學/商學院/合作經濟學系/碩士(2008年)

摘要

在現今諸如口蹄疫、狂牛症及禽流感等的食物安全事件不斷傳出，由過去的案例中發現，當不利於食物的負面訊息傳出後，消費者對於該食品的購買意願將大幅降低，使的該食品產業受到很大的衝擊，然而在事件發生的當下，政府或產業公會該採取什麼樣的措施來避免消費者恐慌及提升消費意願，將是一個值得探討的議題。本研究以食物安全中的禽流感事件為議題，從消費者知覺風險的觀點，來分析禽流感的負面訊息對消費者態度的影響，並加入消費者對禽流感的知識因素進行探討，期能了解消費者在獲知負面訊息後對於消費態度產生影響的中間歷程。本研究以問卷調查的方式進行，以雞肉相關產品的消費者為研究對象，共蒐集了500份問卷，經過統計分析後得到以下結論：禽流感負面訊息與知覺風險有正向關係存在，禽流感負面訊息的強度越強，消費者對於雞肉產品的知覺風險就會越大。其次禽流感知識對知覺風險之影響呈現顯著之負向關係，消費者對於禽流感知識的了解程度越高，知覺風險受到負面訊息的影響就越低。而知覺風險對消費態度也存在正向的影響，消費者對於雞肉產品的知覺風險越大，消費態度受到的影響也就越大。進一步針對知覺風險的五個面向進行後分析發現，消費者較為擔心的風險為財務風險、身體風險及時間風險，相較下社會風險及績效風險較不為消費者所擔心。最後降低風險之策略偏好對知覺風險在消費態度的影響上，存在負向的干擾效果，意即若消費者對於降低風險策略的偏好度越高，消費態度受到知覺風險的影響就會越小。

關鍵字

禽流感知識 ； 食物安全負面訊息 ； 知覺風險 ； 風險降低策略 ； 消費態度

並列摘要

Food safety incidents such as foot-and-mouth disease (FMD), mad cow disease (Bovine Spongiform Encephalopathy, BSE) and avian influenza have kept happening continuously. The cases in the past have led us to a find that it will lower consumers’ willingness to purchase foods when the negative Information harmful to foods emerge, thus posing considerable impacts on food industries. In face of the happening of the incidents, what measures the government or industrial associations will take to avoid consumers’ panic and boost their consuming willingness will be one issue worthy of being explored. This research took the incident of avian influenza concerning food safety as the issue to analyze the influence of negative Information of avian influenza on consumers’ attitude from the perspective of consumers’ perceived risk. This research further explored consumers’ knowledge factors towards avian influenza in hopes of gaining understanding of the throughput about the influence on consumers’ consuming attitude after learning the negative Information. Applying the questionnaire survey, this research took consumers purchasing chicken meat-related products as the research subjects, as a total of 500 questionnaires were collected prior to be processed by statistical analysis to get the following conclusions: the negative Information and perceived risk of avian influenza showed positive correlation, as the more intensive negative Information of avian influenza will magnify consumers’ perceived risk towards chicken-meat related products. The influence of avian influenza knowledge on perceived risk presented significant negative relationship, as consumers’ higher level of understanding of avian influenza will lower the influence of negative Information on perceived risk. Perceived risk also showed positive influence on consuming attitude, as consumers’ greater perceived risk towards chicken meat-related products will influence their consuming attitude in greater extent. The further analysis of five dimensions of the perceived risk showed that financial risk, physical risk and time risks were targets of worry the consumers would show. On the contrast, consumers showed less worry over social risk and performance risk. Finally, the preference over risk reduction strategy showed negative interfering effect on the influence of perceived risk on consuming attitude, meaning that consumers’ higher preference over risk reduction strategy would lead to less influence on consuming attitude from perceived risk.

並列關鍵字

Avian Influenza Knowledge ； Negative Information of Food Safety ； Perceived Risk ； Risk Reduction Strategy ； Consuming Attitude

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