近年來食品安全問題備受重視，消費者開始注重自己所食用的食物是否健康以及安全，食安風暴波及範圍如滾雪球般越滾越大，從原料開始一直至加工處理過程，任何環節發生問題皆會影響到後續所食用該食品的消費者，而食品上的品牌與標章標示成為消費者在購買前的考量因素之一，產品標示對於消費者來說是一個快速辨認食品來源的準則之一，在沒有其他因素輔助之下，消費者只能憑藉著以往的購買經驗以及標示來選購合適的食品。

本研究採用SmartPLS統計軟體進行路徑分析以及信效度分析，並搭配GoF模型配適度、Sobel 中介檢定進行檢定，並對購買因素進行重要性排序分析，因本研究之問卷來自網路與紙本，問卷數共318份，本研究將兩部份之問卷進行t檢定，結果顯示，本研究之無反應偏差不足以影響研究結果，本研究以單因子驗證式因素分析來檢驗共同方法變異，結果顯示本研究並無共同方法變異之問題。

研究結果顯示，消費者在產品標示上，除品牌標示對信任不顯著，標章標示對於信任有顯著影響，表示消費者對於標章之信任度較一致，因為標章的推手幾乎是政府，而對於品牌的信任則可能因為大品牌與小品牌的區分而有不同，品牌偏好對知覺價值以涉入程度作為調節的假說顯著，代表消費者的涉入程度會影響其原有之品牌偏好而對知覺價值產生影響效果，最後，本研究也提出許多相關的建議，以供相關單位或未來研究做為參考

Recently the food safety has come under the spotlight. Many of the consumers start to pay attention to the food they eat, whether it is healthy and safe to consume. The number of food safety scandal is increasing and the issue is getting more serious, from raw materials to food processing, if any of the processes go wrong, it will affect the end consumers. Hence, consumers will now consider the brand and product mark before purchase. Product mark is the quickest way to determine the food origin. Without the aid of other tools, consumers can only rely on their past consumption experience and product mark to select appropriate product.
This study uses SmartPLS, GoF fit model, Sobel test, T test to analysis data and to prioritize purchase factors. 318 questionnaires were collected via the Internet and paper form. Results show that non-response rate is minimal and does not affect the study.
According to the result from the questionnaires collected, brand does not have meaningful relation with trust while product mark shows strong correlation with trust. That said, both brand and product mark have significant correlation with perceived value. Furthermore, popularity of a brand also shows positive correlation with trust, that is well-known brands receive higher trust from consumers. Results, consumer not trust brand mark. The reason probably is the brand has large and small the consumer can’t resolution all of the brand mark. Then the involvement moderate the relationship between the brand preference and perceived value are significant. Indicate the consumer’s involvement will influence the original brand preference and perceived value. Lastly, this study also provides some suggestions for use and reference of future studies.

目錄 iv
表目錄 vi
圖目錄 vii
第一章 緒論 1
第一節 研究動機 1
第二節 研究目的 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 國內食品安全標章 5
第二節 國外食品安全標章 11
第三節 品牌偏好(BRAND PREFERENCE) 15
第四節 知覺價值(PERCEIVED VALUE) 16
第五節 涉入程度(INVOLVEMENT) 17
第六節 信任(TRUST) 21
第七節 產品標示(PRODUCT MARK) 23
第八節 購買意圖(PURCHASE INTENTION) 24
第三章 研究設計與研究方法 26
第一節 研究架構 26
第二節 研究假說 26
第三節 問卷設計 30
第四節 資料分析方法 34
第五節 問卷前測結果分析 35
第四章 資料分析與結果 36
第一節 問卷回收結果 36
第二節 敘述性統計分析 36
第三節 信度與效度分析 39
第四節 結構模型分析 42
第五節 研究結果討論 49
第五章 結論與建議 52
第一節 研究結論 52
第二節 管理與實務意涵 53
第三節 研究限制與未來研究方向 54
參考文獻 56

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