食品標章對消費者購買食品意願之影響

過去研究食品安全議題中，大多以品牌或口碑為研究對象，極少以食品標章為研究對象，且大多著墨於知覺品質、知覺價值、知覺犧牲的影響，未有同時以知覺價值為調節變項，故本研究欲了解一般民眾會不會因食品標章的知覺信任、知覺風險、知覺價值的不同，對食品的購買意願產生影響，同時探討知覺價值對於知覺信任與購買意願之關係、知覺風險與購買意願之關係的調節效果。本研究以網路發放問卷，問卷發放期間為104年3月24日至4月4日，共發放320份問卷，實際回收有效問卷為307份，有效回收率為95.94%。本研究實證結果顯示：(一)知覺信任對購買意願具有顯著的影響；(二)知覺風險對購買意願不具有顯著的影響；(三)知覺價值對購買意願具有顯著的影響；(四)知覺價值對於知覺信任與購買意願之關係是不具有調節效果；(五)知覺價值對於知覺風險與購買意願之關係是具有調節效果。

關鍵字

食品標章；知覺信任；知覺風險；知覺價值；購買意願

並列摘要

Past research on food safety issues, most of the brand or reputation for the study, very few food mark for the study, mostly focus on perceived quality, perceived value, perceived sacrifice of effect, without at the same time based on perceived value to adjust variables, without perceived value to adjust variables, so this study would like to understand affects perceived trust, perceived risk and perceived value the consumer buying food factor regarding the influence of purchase intention, and joins the perceived value to be the adjustment variable. This research on network questionnaires, questionnaires issued from March 24 to April 4 in 2015, the total of 320 questionnaires were issued, 307 effective questionnaires, 95.94% effective of recovery. The result of study reveals: (1) Perceived trust has a significant impact on purchase intention; (2) Perceived risk does not have a significant impact on purchase intention; (3) Perceived value has a significant impact on purchase intention; (4) Perceived value does not have a adjustment effect on perceived trust and purchase intention; (5) Perceived value has a adjustment effect on perceived risk and purchase intention.