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收集所有交通大學研究人員與學生個人或團體所發表之各項學術著作，涵蓋期刊論文、教師專書、學位論文等項。;;Collections of Publications of NCTU Researchers and Students Like Journal Papers and Thesis.

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🏛️國立陽明交通大學機構典藏

Author: search.filters.author.Chen, Mei-FangSubject: search.filters.subject.Food traceability system (FTS)

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    The impacts of the food traceability system and consumer involvement on consumers' purchase intentions toward fast foods
    (2013-10-01)
    Chen, Mei-Fang
    ;
    Huang, Chien-Hsien
    ;
    經營管理研究所
    ;
    Institute of Business and Management
    This study aims to ascertain whether or not the Food Traceability System (FTS) can decrease an individual's perceived uncertainty and strengthen his/her purchase intention regarding fast foods. A website-based questionnaire study was conducted in Taiwan and a total of 435 valid subjects collected. The empirical results of structural equation modeling (SEM) analysis indicate that when a fast food store adopts FTS then consumers' perceived uncertainty can be reduced because both their perceived information asymmetry and fears of seller opportunism are also reduced, which in turn strengthen their purchase intentions regarding fast foods. In addition, with FTS, not only are both consumers' perceived product diagnosticity and informativeness are increased but consumers' trust in the farmers records kept for this system is also increased, which in turn mitigate both consumers' perceived information asymmetry and fears of seller opportunism. Finally, the higher the degree of involvement an individual has and the more FTS mitigates his/her perceived uncertainty, the higher his/her purchase intention regarding fast foods than otherwise. Based on the findings from this study, attempts are made to provide some suggestions to the public health sector and the fast food marketers to promote FTS. (C) 2013 Elsevier Ltd. All rights reserved.