目前市面上包裝食品種類與品牌相當多，並且食品種類與口味不斷推陳出新，往往單看外包裝無法辨別是否符合消費者的購買需求，容易造成消費者有誤認、購錯等情形產生。另外，近來我國不斷的發生黑心食品事件，如病死豬肉流入市面、菜脯工廠非法使用福馬林以及震撼兩岸的毒奶事件一再傳出。即使通過食品認證獲標章的產品，仍產生品質上的疑慮，因此也可能影響消費者的信心。本研究以態度的三大構面(認知、情感與行為程度)來瞭解與衡量消費者在實際購買情境中，運用認證識別系統選購包裝食品的涉入程度，探討認證識別系統如何透過提升消費者的購買信心，減緩因為消費者混淆所造成的負面效果(購買不滿意度)，並以Amos7.0軟體檢證購買信心在消費者混淆、認證識別系統涉入程度與購買滿意度之間的中介效果，並進一步擬訂政府相關單位對於驗證標章今後推動執行之改善策略建議。
研究結果顯示，消費者混淆對消費者信心之路徑，具有顯著負向影響，當消費者混淆程度越低時，則消費者信心愈高；消費者混淆不僅影響購買信心，購買信心的降低也會減少消費者的購買滿意度。食品認證識別系統認知及情感程度對於購買信心有顯著正向之影響；食品認證識別系統行為程度則無顯著影響，消費者對於食品認證識別系統的識別度越高，越能理解標章的好處，則越能產生正面的情感及態度對其產品更具有信心。購買信心對購買滿意度具有顯著正向關係，也就是越有信心時則可免除或降低購後失驗，進而提升滿意度。研究結果顯示購買信心為認證識別系統情感程度對購買滿意度其間接效果數值大於直接效果，購買信心為認證識別系統情感程度之中介變數。

There are many types and brands of cuurrent packaged food on the market, and new food types and flavors continue to come out. But consumers cannot identify if the products suit their need by looking at the packaging, so it is easy for the consumers to misidentify or purchase wrong products. In addition, questionable practice and use of chemicals in food industries have caused a lack of customer’s confidence in recent years. Even the government’s certification programs for food products cannot dispel consumer’s doubt about the safety of these products, which would also affect consumer confidence. This research uses three dimensions in attitudes (cognition, emotion and behavior tendency) to understands and measure the degree in which the consumer use the certification system to select and purchase packaged food, in order to study how the certification system increase customers’ confidence in purchasing, and how it deceases negative effects (dissatisfaction in purchase) caused by consumers’ confusion. Amos 7.0 is used to inspect the effect of confidence among customer’s confusion, certification system and purchase satisfaction. We would try to use the result of this research to assist related governmental agencies in future improvements of certification systems.
The research’s results show that consumer confusion has an evident negative effect on consumer confidence’s path, which coincides with the hypothesis, which is that as consumer confusion gets lower, consumer confidence gets higher. This research also finds out that consumer confusion affects not only the consumer confidence and also cause decrease of purchase satisfaction of customers. The recognition of food products certification and attitude have a relevant positive effect on the confidence to buy. The certification of products itself has no relevant effect. As the consumer has a higher recognition of food certification mark, he would understand better the benefit of it, so the positive emotion and attitude towards it increase, as well as the confidence towards the product. The confidence to buy has a relevant positive correlation with purchase satisfaction. According to the statistic figures it is approved that the confidence to buy has an bigger indirect effect than direct effect on attitudes towards certification systems. So confidence to buy is the intervening variable.

中文摘要...............................................iii
Abstract..............................................iv
目 次...............................................v
表目錄.................................................vii
圖目錄.................................................ix
第一章 緒論.............................................1
第一節 研究背景與研究動機.................................1
第二節 研究目的..........................................4
第三節 研究流程..........................................5
第二章 文獻探討..........................................7
第一節 消費者混淆理論.....................................7
第二節 認證識別系統與訊息理論..............................17
第三節 購買信心..........................................44
第四節 購買滿意度........................................45
第三章 研究設計與研究方法.................................49
第一節 研究架構..........................................49
第二節 研究假設..........................................50
第三節 問卷設計..........................................54
第四節 分析方法..........................................59
第四章 統計資料分析與研究結果..............................62
第一節 資料蒐集與彙整.....................................62
第二節敘述性統計分析......................................62
第三節 驗證性因素分析.....................................71
第四節 探索性因素分析.....................................78
第五節 假說檢定..........................................85
第六節 研究結果..........................................91
第五章 研究結論與建議.....................................95
第一節 研究結論..........................................95
第二節 建議 .............................................97
第三節 研究限制..........................................100
參考文獻................................................102
包裝食品認證標章與購買滿意度之研究問卷......................111

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