Please use this identifier to cite or link to this item: http://hdl.handle.net/11455/97274
標題: 食品風險下消費決策行為與影響因素分析
Analysis of Consumer Decision-making Behavior and Influencing Factors under Food Risk
作者: 許羽捷
Yu-Chieh Hsu
關鍵字: 消費者知識
訊息來源可信度
風險知覺
行為意向
豬肉
萊克多巴胺
偏最小平方結構方程模式
Consumer Knowledge
Source Credibility
Risk Perception
Behavioral Intention
Pork
Ractopamine
Partial Least Squares Structural Equation Model
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摘要: 近年來食安事件引發大眾恐慌,人人無不對食品風險感到擔憂,又美國在《2018年貿易政策議程報告》文內首要點名我國不應限制含有瘦肉精豬肉進口,此舉可能會影響雙方之間的貿易障礙,因此本研究目的是想了解消費者對於豬肉含有瘦肉精議題的消費決策行為與影響因素。 本研究以臺灣地區消費過豬肉產品的消費者為研究對象,採用便利抽樣的方式進行問卷調查,發放網路300份以及紙本181份,將無效樣本剔除後,彙整採用: 網路問卷262份以及紙本問卷157份,共419份(有效率87.11%)完整問卷,並使用偏最小平方結構方程模式予以分析。 主要實證結果如下: 1. 消費者對於食品安全知識愈高愈會正向影響對於不同訊息傳播者的信任程度; 2. 消費者對於食品安全知識愈高愈會正向影響對於豬肉含有瘦肉精的風險知覺; 3. 消費者在談論到豬肉含有瘦肉精議題時,對於訊息來源的信任度愈高愈會提高此食品風險的知覺程度; 4. 消費者對於豬肉含有瘦肉精此風險知覺程度愈高愈會產生不消費的行為傾向。5. 分群的部分以「性別」、「是否為家中飲食主要購買者」與「個人平常的飲食型態」三者呈現有顯著差異。 根據研究結果,本文建議在談論到豬肉含有瘦肉精議題時,政府應參考非營利組織的觀點,並藉由訂定一套良好的檢測制度來提升消費者對於食品安全的信心程度; 廠商則可利用清楚的產品標示以及降低產品售價來提升消費者的購買意願。
In recent years, the food safety incident has caused public panic, everyone is worried about food risks, and the United States in the《2018 National Trade Estimate Report》article first name Taiwan should not limit the import of lean meat pork, this may affect The trade barrier between the two countries, so the purpose of this study is to understand the consumer''s decision-making behavior and influencing factors for pork containing ractopamine. This study used consumers who consumed pork products in Taiwan as a research object. Questionnaires were conducted by means of convenient sampling. 300 samples of the network and 181 samples of the paper were distributed. After the invalid samples were removed, the collection was conducted: 262 online questionnaires and 157 paper-based questionnaires, a total of 419 (effective 87.11%) complete questionnaires, and analyzed using the partial least squares structural equation model. The main empirical results are as follows: 1. The higher the consumer''s knowledge of food safety, the more positive the impact on the trust of different communicators; 2. The higher the consumer''s knowledge of food safety, the more positive it will affect the risk perception of pork; 3. When consumers talk about the topic of ractopamine in pork, the higher the source credibility, the higher the risk perception of the food; 4. The higher the consumer’s risk perception of pork containing ractopamine, which leads to a tendency to not consume. 5. The groupings are significantly different between “gender”, “whether it is the main purchaser of the family” and “the usual diet”. Based on the results of the study, this paper suggests that when talking about the topic of ractopamine in pork, the government should refer to the views of non-profit organizations and improve the confidence of consumers in food safety by setting a good testing system; Consumers'' willingness to buy can be enhanced by clear product labeling and lowering product prices.
URI: http://hdl.handle.net/11455/97274
文章公開時間: 2018-08-02
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