臺灣博碩士論文加值系統

在台灣食安事件層出不窮，而最主要發生的原因之一就是資訊不對稱。本文主要探討以廠商與消費者之間的資訊不對稱作為基礎進行廣泛問卷調查。也將廠商的廣告以及消費者之間的各種不同風格納入變數。
本論文試著以廣告訊息訴求與消費者的消費風格作調節變項，在資訊對稱下以健康訴求食品（意旨宣傳產品本身的功效為對身體健康有好處之產品，且為社會大眾認可，然而並沒有健康認證標章之食品）作為範例，以台灣地區有消費過健康訴求食品的消費者為研究對象。以網路發放問卷共138份彙整採用並分析。
實證結果如下：
一、資訊不對稱對於消費者的消費決策有正向相關。意旨當這件產品資訊不對稱程度越高，越會影響消費者購買之決策。
二、在資訊不對稱的狀況下，理性訴求廣告以及感性訴求廣告對於消費者之消費決策並無影響。
三、在資訊不對稱的狀況下，品質至上型以及選擇過度困惑者會對消費決策造成影響。

Food safety incidents emerge in Taiwan one of the main reasons is information asymmetry. This paper mainly discusses the information asymmetry between manufacturers and consumers as a basis for extensive questionnaire survey. They also took into account the different styles of advertising among manufacturers and consumers.
This paper tries to adjust the relationship between advertising message appeal and consumers' consumption style. Under the information symmetry, we take health appeal food (which is intended to promote the efficacy of the product itself as good for health and is recognized by the public, but has no health certification label) as an example. The research object is the consumers who have consumed health food in Taiwan. A total of 138 online questionnaires were collected and analyzed.
The empirical results are as follows:
1.Information asymmetry has a positive correlation with consumers' purchasing decisions. The higher the degree of information asymmetry of the product, the more it will affect the consumer's purchasing decision.
2.Under the condition of information asymmetry, the rational appeal advertising and the emotional appeal advertising have no influence on the purchase decision of consumers.
3.Under the condition of information asymmetry, perfectionists and people with excessively confused choices will have an impact on purchasing decisions.

中文摘要……………………………………………………...……...…...…..Ⅰ
英文摘要……………………………………………………..……………....Ⅱ
謝誌………………………………………………………...………………..Ⅲ
目錄………………………………………………………………...………..Ⅳ
圖目錄……………………………………………………………...………..Ⅵ
表目錄…………………………………………………………….…….......Ⅶ
第一章、前言………………………………………………………...………1
第一節、研究背景……………………………………...………………1
第二節、研究動機與目的…………………………………………...…2
第三節、研究方法、範圍及步驟……………………..………….……3
第二章、文獻回顧……………………………………………...……………5
第一節、健康訴求食品………………..…..……………...……………5
第二節、資訊不對稱……………………………..………....…..…...…7
第三節、廣告訊息訴求………………………...…..…………………..8
第四節、消費風格……………………………….....…………………..9
第五節、消費決策………………………………..…...…………...….11
第三章、材料與方法……………………………………...………………..12
第一節、研究架構與假設……………………...……..…..…………..12 
第二節、研究假設…………………………………….………………13
第三節、問卷設計………………………………………….…………16
第四章、結果與討論……………...………………………………………..26
第一節、樣本敘述統計…………………………...……..……………26
第二節、受訪者飲食習慣調查…………………...……………..……29
第三節、信度分析……………………………….......…………..……30
第四節、獨立樣本t檢定……………………...………………..…….31
第五節、ANOVA單因子變異數…………………...………..……….51
第六節、假設驗證分析……………………………….........…………78
第七節、小結..………………………………………...………..……..87
第五章、結論……………………………………………...………………..88
第一節、研究結論…………………………………….……..………..88
第二節、研究建議………………………...………………....………..89
參考文獻…………………………………………...………………………..90
附錄：問卷……………………………………...…………………………..94

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