Consumers perceived value, attitude on food with traceability system and purchase intention: An example of MOS Burger

• Main Authors: Shih-Han Huang, 黃詩涵
• Other Authors: Yu-Ping Wei
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/30852233875126237100

碩士 === 中國文化大學 === 觀光事業研究所 === 98 === More and more corporates pay attention to social responsibility such as environmentally-friendly practices, community support, health and safety. Consumers concern food safety more when they dining out dueing to the international foot and mouth disease, mad cow disease, avian flu and other major diseases. It is more and more popular the restaurant offers food with traceability system to increase brand image. Consumers’ perceived value is one of the factors to influence purchase intention. Therefore, the purpose of this study was to understand the consumers’ perceived value, attitude on food with traceability system and purchase intention. In this study, the experiment was conducted using questionnaire that adopt a seven-point Likert-scale and semantic different scales in fast-food restaurant. Research findings: (1)Consumers’ perceived motivation, fit and timing of food with traceability are positive; The influence of perceived fit and timing to consumers’ attitude is positive significant, but the influence of motivation to consumers’ attitude isn’t significant; (2)Consumers have positive attitude for food with traceability system and consumers tend to willing to buy. However the influence of consumers’ attitude to purchase intention isn’t significant; (3)Consumers perceived quality is positive, perceived price is a little negative, the influence of perceived quality and price to perceived value are significant ; (4)Perceived value has the greatest impact on purchase intention.