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研究生:羅玉容
研究生(外文):Yu-jung Lo
論文名稱:產品資訊揭露對消費者食品安全信任與品牌權益之影響-以知味花生軟糖為例
論文名稱(外文):The Effect of Information Disclosure to Consumers'' Trust on Food Safety and Brand Equity - A Case of Chih Wei Peanut
指導教授:蔡憲唐蔡憲唐引用關係
指導教授(外文):Tsai,Hsien-tang
學位類別:碩士
校院名稱:國立中山大學
系所名稱:企業管理學系研究所
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2015
畢業學年度:103
語文別:中文
論文頁數:74
中文關鍵詞:敏感度類型願付價格品牌權益品牌形象食品安全信任資訊揭露
外文關鍵詞:willingness to paysensitivity typebrand equitybrand imagefood safety trustinformation disclosure
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食品安全風暴影響台灣近幾年食品產業的發展,許多知名品牌遭受牽連。消費者減少外食並降低食品購買量,對一般食品業者產生疑慮,降低其信任感。因此現今食品業者最重要任務便是重新建立消費者信心,以提高其經營績效。本研究為探討如何重塑消費者對食品業者之信任,提出業者應主動揭露有關食品安全之資訊。本研究之目的在於探討食品業者產品資訊揭露對食品安全信任與品牌權益之關聯性。
本研究主軸以資訊揭露對食品安全信任與品牌權益為基礎,結合品牌形象與敏感度類型作為干擾因子,並加入願付價格探討食品安全信任對其之影響的研究模型。以知味花生軟糖品牌之顧客作為研究對象進行問卷調查,總發放315份問卷,有效問卷300份。經過統計分析軟體進行變異數分析與階層迴歸分析後發現,產品資訊揭露能提升消費者對食品安全信任之程度,並且對品牌權益以及願付價格產生正向影響;並且敏感度類型對品牌權益之干擾效果也為顯著;然而品牌形象並未對資訊揭露與食品安全信任之間產生干擾效果。
對營運成長而言,消費者信任為最重要之企業資本,有之可以增強企業優勢,無則難以在市場中生存。因此,產品資訊揭露確實可以增加消費者對產品之信任度,企業應主動提供確實資訊給消費者,降低消費者之不確定性與風險。此外,願付價格亦可幫助企業評估消費者對產品價格提升的容忍範圍。為了使企業可以達到其目標和提升整體營運績效,首要任務即為與顧客建立信任關係,互信才能建立長期關係。
Food safety is an important issue in Taiwan recently, some well-known businesses were reported to use unhealthy ingredients producing foods. Consumers decrease their faith with the food manufacturers as well as the purchase intention. In order to the sustainable development, it is significant to regain consumes’ trust on the food products. As the result, once an appropriate information disclosure is provided to consumers whose trust on food safety can be rebuild. The brand equity therefore will be increased as a well understanding of food products are received by consumers.
The purpose of this research is to estimate the correlation between information disclosure, food safety trust and brand equity. Customers’ loyalty is a vital element for the sustainable development of food manufacturers. More information that customers obtain, more trust on purchase they have. Information disclosure therefore plays a key role of creating trust. Besides, the variable of brand image is taken for affecting consumers’ trust on food safety, as both ‘sensitivity type’ and ‘willingness to pay’ are adopted into the research model. The Taiwanese food brand – Chih Wei Peanut is chosen as the research object, and the total number of 300 effective samples is collected for the primary data. The method of regression is applied for the analysis.
The research has found that the more information is disclosed by the food provider, the more food safety trust can be generated by customers. Furthermore, food safety trust positively affects brand equity, and has partially mediating effect between information disclosure and brand equity. Additionally, the customer''s sensitivity type (safety-sensitive vs. price-sensitive) has moderating effect between food safety trust and brand equity. As the result, it can be observed that the importance of information disclosure to the sustainable development of food providers due to it can acquire customers'' trust on its food safety.
論文審定書………………………...………………………………………….….. i
授權書…………………………………………………………………………….. ii
誌謝………………………...……………………………………………………... iii
摘要………………………...…………………………………………………...… iv
Abstract………………………...……………………………………….………… v
目錄………………………...………………………………………...…………… vi
圖次………………………...………………………………...…………………… vii
表次………………………...………………………………………...…………… viii
第一章 緒論………………………...………………………………...………… 01
第一節 研究背景與動機...………………………………...……………. 01
第二節 研究目的...………………………………...……………………. 03
第三節 研究流程...………………………………...……………………. 03
第四節 研究範圍與限制...………………………………...……………. 04
第二章 文獻探討…………………………………………………………..…… 06
第一節 食品產業簡介…………………………………………………... 06
第二節 資訊揭露………………………………………………………... 07
第三節 品牌形象………………………………………………………... 09
第四節 食品安全信任…………………………………………………... 10
第五節 品牌權益………………………………………………………... 12
第六節 願付價格與敏感度類型………….………………………...…... 13
第三章 研究設計……………………………………………………………….. 16
第一節 研究架構………………………...……………………………… 16
第二節 研究模式與假設…………………………………………...…… 17
第三節 研究方法………………………………………………………... 26
第四節 前測分析………………………………………………………... 29
第四章 實證分析……………………………………………………………….. 32
第一節 樣本結構敘述與變數基本分析……………………………...… 32
第二節 資訊揭露對食品安全信任影響品牌權益與願付價格之驗證... 37
第三節 品牌形象對食品安全信任的干擾效果之驗證………………... 43
第四節 敏感度類型對品牌權益的干擾效果之驗證…………………... 46
第五節 實證結果彙整…………………………………………………... 48
第五章 結論與建議…………………………………………………………..… 50
第一節 研究結論………………...……………………………………… 50
第二節 研究建議…………………………………………...…………… 52
第三節 管理意涵………………………………………………...……… 55
參考文獻……………………………………………………..…………………… 57
附錄 問卷…………………………………………………………………..…… 61
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三、網路
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