The Effects of Warning Label on Consumer Risk Perception

• Main Authors: Chiu Hsiao-Yi, 邱筱宜
• Other Authors: Ling I-Ling
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/6w77et

碩士 === 國立嘉義大學 === 行銷與流通管理研究所 === 97 === Warning label be used to remind consumer the risk and side effect when they buy or use the product. It would become useless, if warning label unable to convey the information to the user effectively. In the pragmatic way often use “ picture ”, “ word description ”, “ single word：dangerous, careful, warning ”, as well as “ picture and word description ”and so on to present it. This research uses two groups to test and choose two kinds of products：mutual fund(visible product) and medicine bag(visible product) to test the research. Use the ways of warning label present to discuss the effect on consumer risk perceptions and attitude to the enterprise. Experiment 1 is 2(color：red/blue, placement)×2(risk statement completeness: complete/incomplete)×2(word size: same/smaller) between-subject factorial experimental. And use the mutual fund, compared the effect on consumer with warning label’s background color and risk statement completeness. Experiment 2 is 2(risk statement completeness: complete/incomplete)×2(placement: above/underside) between-subject factorial experimental. And use the medicine bag, compared the effect on consumer with warning label’s risk statement completeness and placement to consumer influence. And further inspect the interaction between the ways of warning label. Result from Experiment 1 suggest that in risk perception aspect, when warning label’s background is red and the risk statement is incomplete will let the consumer have higher perception risk. In the attitude side, “word size” have the remarkable influence on consumer attitude to the enterprise. The “same size” could let the consumer have better attitude to the enterprise. In the interaction side, warning label’s background color and risk statement completeness have the slight interaction. Warning label’s word size and risk statement completeness also have the slight interaction. Result from Experiment 2 suggest that in risk perception aspect, warning label’s placement and risk statement completeness don’t have remarkable influence on consumer’s risk perception. In attitude side, warning label’s risk statement completeness have the remarkable influence on consumer attitude to the enterprise. When the risk statement completeness is incomplete will let the consumer have better attitude to the enterprise.