臺灣博碩士論文加值系統

本研究探討面對食品安全問題時，消費者的品牌信任、健康資訊、認知信任、情感信任、資訊獲得意圖、資訊提供意圖、資訊傳播意圖、資訊分享行為的影響關係。本研究以臺灣地區曾經在關注過食品安全問題的消費者為抽樣對象，共收集400位有效樣本，本研究檢驗結果證實：(1)品牌信任及健康資訊分別顯著正向影響認知信任、情感信任；(2)認知信任分別對資訊獲得意圖、資訊提供意圖及資訊傳播意圖有不同程度的顯著正向影響；(3)情感信任分別對資訊獲得意圖、資訊提供意圖及資訊傳播意圖會有不同程度的顯著正向影響；(4)資訊獲得意圖、資訊提供意圖及資訊傳播意圖分別顯著正向影響資訊分享行為。

This research studied the relationships among brand trust, health concern, cognitive trust, affect-based trust, intention to obtain information, intention to give information, intention to pass information, information sharing behavior of customers encountering product failure context related to food safety. The respondents of this study were users of food safety issues in Taiwan. This study collected 400 valid samples for analysis. The results of this study indicated that (1) Brand trust and health concern has significant and positive effect on health concern, respectively. (2) Cognitive trust has significant and positive effects on intention to obtain information, intention to give information, and intention to pass information, respectively. (3) Affect-based trust has significant and positive effects on intention to obtain information, intention to give information, and intention to pass information, respectively. (4) Intention to obtain information, intention to give information, and intention to pass information has significant and positive effect on information sharing behavior, respectively.

致謝 i
中文摘要 ii
Abstract iii
目錄 iv
圖目錄 vi
表目錄 vii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究問題與研究目的 5
第四節 研究重要性與貢獻 6
第五節 研究範圍與對象 7
第六節 研究流程 7
第二章 文獻探討 11
第一節 S-O-R理論 (STIMULUS-ORGANISM-RESPONSE FRAMEWORK) 11
第二節 品牌信任 (BRAND TRUST) 11
第三節 健康資訊 (HEALTH CONCERN) 12
第四節 信任 (TRUST) 13
第五節 行為意圖 (BEHAVIOR INTENATION) 15
第六節 資訊分享行為 (INFORMATION SHARING BEHAVIOR) 17
第三章 研究方法 19
第一節 研究架構與研究假說 19
第二節 研究變數操作性定義與衡量 21
第三節 問卷設計 27
第四節 資料蒐集方法 28
第五節 資料分析方法 29
第六節 共同方法變異問題之處理與檢測 32
第七節 問卷前測結果分析 33
第四章 資料分析 39
第一節 正式問卷發放 39
第二節 敘述性統計分析 40
第三節 共同方法變異檢測 47
第四節 效度與信度分析 50
第五節　結構模式分析 59
頁次
第五章 結論與建議 67
第一節 研究結論 67
第二節 討論 71
第三節 管理意涵與貢獻 73
第四節 研究限制與後續研究建議 76
參考文獻 79
附錄一、前測問卷 88
附錄一、前測問卷(續) 89
附錄二、英文原始量表 90
附錄三、前測共同方法變異檢測—探索性因素分析 92
附錄四、前測共同方法變異檢測－驗證性因素分析 93
附錄四、前測共同方法變異檢測－驗證性因素分析(續) 94
附錄四、前測共同方法變異檢測－驗證性因素分析(續) 95
附錄五、前測各構面量表收斂效度分析 96
附錄五、前測各構面量表收斂效度分析(續) 97
附錄五、前測各構面量表收斂效度分析(續) 98
附錄六、前測區別效度分析暨變數相關係數表 99
附錄七、前測各構面信度分析 100
附錄七、前測各構面信度分析(續) 101
附錄八、正式問卷 102
附錄八、正式問卷(續) 104

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