知識、信任與製造地對產品購買意願之影響─以日本福島電廠核災為例

The impact of knowledge, trust and country of manufacture on purchase intention -Focusing on nuclear power plant disaster in Fukusima, Japan

梁家芸(Chia-Yun Liang)

指導教授 ： 張東生 ； 蕭嬋

國立中央大學/管理學院/企業管理學系/碩士(2011年)

摘要

本研究欲了解消費者在福島核災事故後，對於日系產品短期未來的購買意願，故構建出可能影響其購買意願之因素，並寄望由問卷中了解消費者對於受輻射影響較大的商品中，需要多久的時間能夠重新恢復購買，以提供相關進口商對販售日系產品商的建議。主要研究目的為：(1) 了解消費者對核輻射汙染的知識是否會影響購買意願(2) 了解消費者對政府機關的信任感是否會影響購買意願。(3)不同產地製的日系商品購買意願是否不同(4) 短期間及將來民眾是否會繼續購買日系商品。本研究以曾經購買過日系食品或日系化妝保養品的消費者為對象，於食品部分共收153分有效問卷；化妝保養品問項方陎共收集103分有效問卷，利用多變量重複測量、單因子變異數分析進行資料分析，研究結果發現：(1) 核輻射汙染的知識會影響消費者購買意願。(2) 對食品藥物管理局及原子能委員會的信任會影響消費者購買意願。(3) 日系商品製造地不同會影響購買意願。(4) 短期內消費者較不願意購買來自輻射區製造的商品，但願意購買非輻射區及他國製造區的日系商品。

關鍵字

購買意願 ； 製造地

並列摘要

The main purpose of this research is to find out the consumers’ purchase intention of Japanese products in the nearly future after Fukushima nuclear power plant disaster, and so to discover factors which probably affect the purchase intention, and is hope to know by questionnaire how long consumers will repurchase products which might have a high probability of being contaminated with radioactive particles. The final part, research offers some suggestions to those merchandises who might sell Japanese products. The purposes of this research are going to discover (1) consumers’ knowledge of radioactive pollution will effect purchase intention or not. (2) consumers’ trust in government will effect purchase intention or not. (3) purchase intentions from different zones of manufacture will be the same or not.(4) consumers will continue to buy Japanese product in nearly future or not. The research used two kinds of goods to run the questionnaires, food and cosmetics. The total responses are 153 questionnaires in the part of food and 103 in cosmetics. Use ANOVA, MANOVA to analyze the data.
Results showed that: (1) Knowledge is significant to Purchase Intention. (2) Trust in the government is significant to Purchase Intention. (3) Country of Manufacture is significant to Purchase Intention. (4) In the short period, consumers are not willing to buy products from radiation polluted zone.

並列關鍵字

Country of Manufacture ； Purchase Intention

參考文獻

1. 王文正(2006) 產品知識及品牌形象對購買意願的影響－產品類別的干擾

3. 林碧霞(2007) 品牌形象及產品知識對購買意願之影響－價格折扣干擾效果之探討

4. 封德台(2006) 製造來源國與品牌名稱對消費者購買意願影響之研究--以國際性服飾品牌為例

6. 楊文惠等(2005) 消費者成藥品牌知識與知覺風險、購買意願關係之研究－以感冒、咳嗽成藥為例

7. 陳盈秀(2006) 網路書店瀏覽者之產品涉入、知覺風險影響其購買意願之研究