探討消費者產品知識、食品標章認知、信任對購買意願影響之研究

The Mediating Role of Trust between Product Knowledge, Food Certification Label and Consumer’s Purchases Intention

蘇育弘(Yu-Hung Su)

指導教授 ： 鄭駿豪

國立高雄餐旅大學/餐旅學院/餐旅管理研究所在職專班/碩士(2014年)

https://doi.org/10.6825/NKUHT.2014.00027

摘要

摘要

台灣食品市場近年來充斥黑心商品，不肖廠商以低品質高暴利的商業行為，讓台灣消費者食安問題日益嚴重。民眾對於自己消費食品的來源與加工知識了解程度更顯重要。政府為保障消費者權益而訂定食品標章制度，讓國人可以藉由選購時參考標章，達到「食」的健康，對於食品標章更為重視。本研究欲以問卷調查來瞭解消費者的產品知識與食品標章認知，並且是否對於食品信任與購買意願之間產生相關影響，其研究結果能使產、官、學推動食品標章認證機制更加完善，並提升消費者對「食」的安全以及購買保障。本研究針對於一般民眾採以隨機抽樣方式進行調查，本研究樣本發放600份問卷，總回收總計為400份，扣除填答不完整或填答錯誤的無效問卷20份，有效問卷為380份。有效問卷回收率63%。研究結果發現，消費者對於食品標章的認知程度會影響所購買產品的信任感，但消費者對於購買產品相關知識的差異卻未使信任感有所差異；此外，當消費者對於該產品賦予信任時，相對其購買意願將會提高，並且產品信任的高低並不會受產品知識所影響而造成購買意願之差異產生。因此，消費者對於食品標章富有信任之期待，也會因為該標章之認定而驅使購買意願，故食品標章的把關對於國人購買食品選擇上具有很大的影響力。

關鍵字

產品知識 ； 食品標章認知 ； 信任 ； 購買意願

並列摘要

Abstract

In recent years, Taiwan's food market is flooded with sinister goods and unscrupulous manufacturers with high-profit but low-quality business practices; therefore, Taiwanese consumers are encountering increasingly serious food security problem. People’s awareness of their own consumption of food sources and the extent of knowledge about the food making process is more important than before. In order to protect consumer rights, the government has set a food mark system as a reference for the consumers when purchasing goods, thus making them have healthy “eating” and pay more attention on food marks. The study is trying to survey the consumers’ knowledge about food products and understanding of food marks, and whether the knowledge and understanding are connected with food trust and purchase intention. The findings can not only improve mark authentication mechanisms between industry, government, and academia but increase “food” safety and enhance purchase protection for consumers. In this study, general population survey was conducted by random sampling, with a total of 600 points distributed questionnaires, and 380 valid questionnaires were returned to 63%. The study found the degree of consumer awareness of food mark positively affects the trust of product purchasing; however, consumers’ related knowledge about purchased products failed to make difference. Moreover, when giving trust to the products, consumers increase the willingness to purchase, and the level of trust towards the product will not be affected by the knowledge of the product. Therefore, consumers have trust in food marks and also increase the willingness to purchase a certain product due to the food mark certification. Thus, Taiwanese purchase intention is greatly influenced by the food mark certification.

並列關鍵字

Product Knowledge ； Food Certification Label ； Trust ； Purchases Intention.

參考文獻

王金川（2011）。GMP認證對消費者購買面膜意願之影響，未出版碩士論文，國立成功大學，台南。

王祥珍（2008）。不同生活型態消費者產品知識對產品創新接受度影響之研究—以咖啡為例，未出版碩士論文，國立台灣大學，台北。

林薇、陳惠欣、李靜慧、林宜親與陳聖惠（2001）。消費者對食品標示的認知、態度與其選購行為之關係研究。家政教育學報，3，35-52。

胡天鐘與簡秋婷（2010）。產品知識、產品通路影響消費者態度及購買意願之研究－以中草藥保健食品暨科學中藥為例。聯大學報，8(1)，201-224。

陳世榮（2011）。氣候變遷調適政策的制度特性：對美國調適進展報告的觀察。經濟前瞻，133，119-122。