食品安全事件、品牌信任對購買意願之研究

The Study of the Food Safety Incidents and Brand Trust on Purchase Intention.

賴怡叡(YI-RUEI LAI)

指導教授 ： 黃有傑 ； 林晏瑜

朝陽科技大學/管理學院/休閒事業管理系/碩士(2019年)

摘要

現今國內、外許多食品安全事件層出不窮，有些是業者疏於管理而造成的，例如，食物儲存不當而引起食物中毒，但有些則是業者為降低成本蓄意所為，直至近年，已有多起食品安全事件都是因此而發生的，如2008年三聚氰胺毒奶粉事件、2011年的塑化劑事件、2013年油品攙假事件等，諸多的事件也嚴重影響下游食品企業的聲譽及形象，使得民眾對食品產業的失去消費信心。而當食品企業發生食品安全問題時，該如何處理危機所造成的負面影響也是社會大眾所關注的議題。故本研究是探討食品安全事件發生時，對品牌信任與購買意願之影響，以及企業的危機處理方式是否影響品牌信任和購買意願之間的關係。
本研究採用情境設計法，分別以食品安全事件、品牌信任、危機處理方式三種變數各設計兩種情境，將情境組合成共八種情境問卷，研究食品安全事件發生時對品牌信任及購買意願之影響，並以業者危機處理方式作為品牌信任及購買意願間之干擾分析。而研究結果發現：當發生食品安全事件時，對於消費者信任度知覺高之品牌會造成負面影響；在食安事件發生後信任度知覺高之品牌，會使消費者的購買意願較高；而事件發生後，企業採取適當的危機處理方式，也可提升消費者的購買意願。

關鍵字

食品安全 ； 品牌信任 ； 危機處理 ； 購買意願

並列摘要

Many domestic and abroad food safety incidents are emerging in an endless stream. Some are caused by the neglect of management, such as food poisoning caused by improper food storage. Others are caused by the industry’s deliberately reducing costs. Until recently, many food safety incidents have occurred due to the latter reason, such as the melamine tainted milk powder incident in 2008, the plasticizer incident in 2011, the adulterated oil incident in 2013, etc. Many events have also seriously affected the reputation and image of downstream food companies, causing people lose consumer confidence in food industry. When food companies meet food safety problems, how to deal with the negative impacts caused by the crisis is an important issue as well. Therefore, this research is designed to study the impact of product brand trust and purchase intention when food safety incidents occur, and whether the crisis management affects the relationship between brand trust and purchase intention.
In this research, we employ a 2x2x2 Situational design that studies two types of food safety incidents, two types of brand trust and crisis management to investigate the impact of brand trust and purchase intentions when food safety incidents occur. The crisis management is used as an interference to analyze the relationship between brand trust and purchase intentions. The result reveals that the higher brand trust is negatively affected when a food safety incident occurs, and after that, the higher brand trust will make consumers have much higher purchase intention. After the incident, the way the company adopts to appropriately deal with the crisis can also enhance consumers' purchase intention.

並列關鍵字

food safety ； brand trust ； crisis management ； purchase intention

參考文獻

一、中文文獻

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