台灣民眾對基因改造產品之接受度：一般化行為模式之提出及驗證

Modelling and Examining Consumer Attitudes toward Genetically Modified Products in Taiwan Using a Generalized Behavior Framework

10.7014/SRMA.2013100003

傅祖壇(Tsu-Tan Fu)；盧淑芫(Su-Yuan Lu)；黃美瑛(Mei-Ying Huang)

基因改造產品 ； 台灣 ； 民眾接受度 ； 中介效果 ； genetically modified product ； Taiwan ； consumer acceptance ； mediating effect

調查研究-方法與應用

30期（2013 / 10 / 01）

97 - 127

繁體中文

本文旨在探究台灣民眾對基因改造產品接受性之行為模式，文中我們提出了一個一般化模式，並利用台灣資料進行驗證。研究結果發現包含有中介變數之間接效果模式比較能解釋台灣民眾對基因改造產品之接受行為。民眾對自然與環境之態度、對基因科技之知識，及對組織與政府之信任等變數，會經由知覺風險與知覺利益變數之中介，而影響其對基因改造產品之接受度。我們亦發現：接受度之重要影響因子，會因為基因改造食品之生物體與功能上差異而不同。

This paper intends to investigate the behavior of Taiwanese consumer attitudes toward genetically modified products. We develop a generalized framework and empirically examine such consumer behavior in Taiwan. Our results find that the indirect-effect model with mediating variables explains Taiwanese acceptance of genetically modified products better than the direct-effect model does. The mediating variables such as perceived risk and perceived benefit play a vital role in explaining the influences of consumer attitudes toward nature and the environment, knowledge of genomic technology, and trust toward institutions and governments on the acceptance of genetically modified products. We also find that the important factors underlying such acceptance behavior may vary by genetically modified product.

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