知覺風險、資訊不足性、產品類型與資訊搜尋意圖之關聯探討－以基因改造食品為例

Abstract

近年來台灣接連發生食安風暴，讓消費者開始重視食品安全的問題。由於基因科技的蓬勃發展，迄今備受爭議的基因改造食品逐漸受到消費者的重視。根據台灣經濟研究院生物科技產業研究中心的調查顯示，多數的消費者認為基因改造食品是不安全的，對其瞭解卻相當不足，隨著越來越多的基因改造食品出現在市面上，針對消費者搜尋基因改造食品資訊之行為的研究有其必要性。

本研究以問卷調查與迴歸分析的方式探討台灣消費者在知覺風險、資訊不足性與資訊搜尋意圖的關聯性，其中知覺風險分為心理風險與身體風險分別作探討，並將產品類型分為功用型與享樂型，檢視其對資訊搜尋意圖之干擾效果。研究結果指出，知覺心理風險對於資訊搜尋意圖會有正向影響；資訊不足性對知覺身體風險與資訊搜尋意圖具有中介效果，且為完全中介；而產品類型會干擾知覺心理風險對資訊搜尋意圖的影響。當產品類型為功用型產品時影響較大，為享樂型產品時影響較小；另外，產品類型也會干擾資訊不足性對資訊搜尋意圖的影響。當產品類型為功用型產品時，資訊不足性對資訊搜尋意圖的影響較大，相反地，享樂型產品的影響較小。

In recent years, lots of food safety crisis happened in Taiwan, so consumers began to pay attention to food safety issues. Due to the development of gene technology, consumers gradually attach more importance to GM food. According to the survey from Taiwan Institute of Economic Research - Biotechnology Industry Study Centre, most consumers believe that GM foods are not safe. However, consumers’ comprehensions of the GM food are quite insufficient. As more and more GM food appear in the market, the research for consumers’ search intentions of GM food is necessary.

The study data was collected from 403 Taiwanese consumer, and utilized regression analysis to examine the research hypothesis. The study result shows that perceived psychological risk is significantly positive related to information seeking intention. Apart from this, information insufficiency is a mediator variable between perceived physical risk and information seeking intention. Besides, product type moderated the relationship between perceived psychological risk and information seeking intention. Furthermore, the relationship between information insufficiency and information seeking intention is also moderated by product type.