影響食品安全消費者信心之因素探討

Understanding the Determinants of Consumer Confidence of Food Safety

張祐誠(You-Cheng Zhang)

指導教授 ： 吳俊儀

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2014年)

摘要

台灣食品危安從塑化劑汙染至今，欲了解消費者信心在食品安全的影響因素，需從消費者、政府與企業三方探討食品風險管理和食品危安後續的溝通發展。本文研究食品安全認知、食品危害的關注程度、監督機構的控管、來源國形象與企業形象對消費者信心的影響。本研究使用簡單迴歸分析其結果顯示：(1)食品安全認知對消費者信心之樂觀有正向影響；對消費者信心之悲觀有負向影響。(2)食品危害的關注程度對消費者信心之樂觀有負向影響；對消費者信心之悲觀有正向影響。(3)監督機構的控管對消費者信心之樂觀有正向影響；對消費者信心之悲觀有負向影響。(4)來源國形象對消費者信心之樂觀有正向影響；企業形象對消費者信心之樂觀有正向影響。上述兩項變數對消費者信心之悲觀影響未獲得支持。

關鍵字

食品安全 ； 消費者者信心 ； 食品安全認知 ； 食品危害關注程度 ； 監督機構的控管 ； 來源國形象 ； 企業形象

並列摘要

A thorough understanding of consumer confidence in the safety of food and the factors by which this is influenced is necessary for the development of adequate and effective risk management and communication regarding food safety issues in Taiwan. This paper aims to analyze how perception of food safety, concern extent of food damage, control of supervisory organization, image of country of origin and corporate image affect consumer confidence in the safety of food.
This study had an analysis by simple regression and the result showed that: (1) Perception of food safety had significantly positive impact on optimism of consumer confidence; perception of food safety had significantly negative impact on pessimism of consumer confidence. (2) Concern extent of food damage had significantly negative impact on optimism of consumer confidence; concern extent of food damage had significantly positive impact on pessimism of consumer confidence. (3) Control of supervisory organization had significantly positive impact on optimism of consumer confidence; control of supervisory organization had significantly negative impact on pessimism of consumer confidence. (4) Image of country of origin had significantly positive impact on optimism of consumer confidence; corporate image had significantly positive impact on optimism of consumer confidence. But the two variables affected their pessimistic of consumer confidence was not supported.

並列關鍵字

Safety of Food ； Consumer Confidence ； Perception of Food Safety ； Concern Extent of Food Damage ； Control of Supervisory Organization ； Image of Country of Origin ； Corporate Image

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