資訊傳播、認知風險、涉入對餐飲消費者購買意圖影響之研究－以牛肉餐點為例

The Research of Relationships among Information and Communications, Perceived Risk, Involvement and Purchase Intention-For Example Beef Meals

潘威達(Wei-Ta Pan)；周品伶(Pin-Ling Jhou)

資訊傳播 ； 認知風險 ； 涉入 ； 購買意圖 ； Information and Communications ； perceived risk ； involvement ； purchase intention

臺灣觀光學報

10期（2015 / 09 / 01）

21 - 37

繁體中文

隨著生活水準提升、社會型態轉變，民眾健康意識的抬頭，對於食品衛生安全議題逐漸重視，許多研究指出消費者對產品的涉入、認知風險與資訊傳播有存在相互依存與影響之關係。日前牛肉進口與否問題在新聞版面上吵的沸沸揚揚，國內土產牛肉產量少，故牛肉與相關產品均自國外進口，但進口牛肉卻因狂牛症的發生使牛肉的安全問題受到關切。準此，激起本研究的動機，遂採用實證典範進行探究消費者對此議題的想法。本研究以問卷調查台北市販售牛肉餐點為主的餐飲店家，並透過統計分析驗證資訊傳播、認知風險、涉入與購買意圖具有密切的因果關係。研究結果能提供餐旅業者更深入瞭解消費者面對餐飲安全課題時的消費心理，亦比較不同背景的消費者在購買意圖上之差異性。

With the improvement of living standard, the change of social structure, and the rise of public health awareness, public start to think about the food hygiene and safety as a serious issue. Many studies have pointed out that the consumer's involvement and perceived risk interacts with the information dissemination. The dispute of beef import was the most attentive issue on Taiwan media few months ago. In Taiwan, most of beef related products are imported from foreign countries because of the low production of domestic beef. However, the BSE (Bovine Spongiform Encephalopathy) occurred in import beef arouses people concerned about the safety of beef. The dispute of beef safety is the main motivation of this study. The study uses empirical model to investigate consumer's opinion about the food hygiene controversy. The study is focus on restaurants that the main meal with beef in Taipei city. Using the questionnaire as the survey method, this research investigates consumers' consuming behaviors in those restaurants. Through the statistical analysis, the conclusion of the research indicates that the cause-effect relationships between the information dissemination, the perceived risks, involvement and purchase intentions are related intimately. The results of this research can provide hospitality industries to find out the consumer psychology about food hygiene, and the consequence also indicates that the different backgrounds consumer have dissimilar consumer behavior.

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