食品產銷履歷對消費者速食選購意願的影響

Abstract

近期以來所發生的一連串食品安全事件，已經減低消費者對於台灣食品安全供應體系的信心，但台灣政府卻在2008年後宣布“選擇性”推動產銷履歷。故本研究藉由探討之前的文獻，再加入涉入及品牌權益做為調節變數到本研究架構之中，並以國內某知名速食店家為例，去研究消費者對於產銷履歷的看法，而後採用網路問卷的方式收集資料，總計共回收435份有效問卷來做後續分析。

透過線性結構模式分析以及卡方差異檢定等方法，本篇研究結果發現，消費者在對於一般產銷履歷的看法中，產品診斷、資訊性和信任都能顯著減少知覺資訊不對稱情形，產品診斷和信任也能顯著減少對賣方機會主義的恐懼心理，此外知覺資訊不對稱和對賣方機會主義的恐懼正向影響了知覺不確定性，再進而負向影響最終的選購意願，而涉入被證實是一能夠正向強化知覺不確定性到選購意願間負向關係的調節變數。另外在速食業的應用模型中，我們得到了類似但不完全相同的結果。在此模型下，產品診斷和對賣方機會主義的恐懼間，以及資訊性到知覺資訊不對稱間也被發現不存在顯著影響關係，且品牌權益取代涉入被證實是一有影響力的調節變數。

最後藉由本研究結果，我們希望提供給消費者、政府以及國內店家一些建議，而能重新省思考台灣的食品安全制度、政策制定和經營方式等。

The series of food safety incidents have decreased consumers’ confidence on Taiwan’s food safety supply systems. However, Taiwanese government declared to “selectively” promote food traceability after 2008. Thus, based on prior literature reviews and the framework, we put involvement and brand equity as moderators into our research. In addition, we take one domestic famous fast food store for example to see consumers’ opinions about the food traceability. We then collect data through the Internet questionnaires, getting 435 valid samples to do further analysis totally.

By using SEM analysis and chi-square difference test, for the general food traceability, our research results show that product diagnosticity, informativeness and trust all significantly reduce perceived information asymmetry. Moreover, diagnosticity and trust also significantly reduce fears of seller opportunism. Then the perceived information asymmetry and fears of seller opportunism positively influence perceived uncertainty which further has negative effect on final purchase intention. In addition, involvement is proved to be a moderator that can positively reinforce the negative relationship from perceived uncertainty to purchase intention. On the other hand, for the application model of the fast food industry, a similar but not completely the same result is found. We confirm there are no significant relationships between diagnosticity to fears of seller opportunism, and informativeness to perceived information asymmetry. And brand equity rather than involvement is proved to be an influential moderator.

Finally, we hope to provide some suggestions for consumers, the government and domestic stores by our research results. Therefore, the authority concerned can rethink the food safety system, policy making, the way of the management and so on.