Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/22966
標題: 含有瘦肉精之豬肉對消費者購買意圖之影響
The Effects of Ractopamine of Pork on Consumer''s Purchase Intention
作者: 林素真
Lin, Sue-Jane
關鍵字: Min-Hsin Huang
瘦肉精
乙型受體素
認知利益
認知風險
購買意圖
出版社: 行銷學系所
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摘要: 近十年來,全球肉類生產和消費正飛速增長,給全球環境、大眾健康以及經濟都帶來了相當顯著的影響。依據行政院農業委員會統計,台灣養豬業產值約占農業總產值之16%,且豬肉消費量為各種肉類之首,足見養豬產業對農業經濟的重要性。 瘦肉精是最近台灣社會最夯的食物安全議題,它是一種乙型受體素(beta agonists)種類有40多種,其中萊克多巴胺(Ractopamine),全球目前已有26個畜牧業發達的國家核准使用於豬,但中國、日本及歐盟則尚未核准使用。Codex已連續4年召開會議,針對萊克多巴胺制定殘留容許量之國際標準仍未獲得共識,但國際間已有許多國家依各自的文化、飲食習慣不同訂定萊克多巴胺之殘留容許量。 因此,本研究主要探討消費者的食物恐新症及自我知識對含有瘦肉精之豬肉的認知利益影響,並進一步探討消費者的認知利益及認知風險對購買含有瘦肉精豬肉之態度,以及對含有瘦肉精之豬肉購買意圖。研究對象是以曾經購買過豬肉的消費者及潛在消費者作為研究對象,利用結構方程式模型來驗證本研究之研究架構,以檢定本研究之研究假設。 由本研究結果得知,「食物恐新症對認知利益有顯著影響」及「認知風險對購買含有瘦肉精之豬肉態度有顯著影響」之路徑關係不成立,其餘路徑關係皆成立。因此得知,消費者的自我知識對認知利益有顯著影響、認知利益對購買含有瘦肉精豬肉態度有顯著影響、購買含有瘦肉精豬肉之態度對購買意圖有顯著影響以及消費者的主觀規範對購買意圖有顯著影響。
URI: http://hdl.handle.net/11455/22966
其他識別: U0005-0506201222102700
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