The Impact of Food Traceability on the Consumer’s Purchase Intention toward Fast Food

碩士 === 國立交通大學 === 經營管理研究所 === 100 === The series of food safety incidents have decreased consumers’ confidence on Taiwan’s food safety supply systems. However, Taiwanese government declared to “selectively” promote food traceability after 2008. Thus, based on prior literature reviews and the fra...

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Bibliographic Details
Main Authors: Huang, Chien Hsien, 黃建憲
Other Authors: Chen, Mei Fang
Format: Others
Language:en_US
Published: 2012
Online Access:http://ndltd.ncl.edu.tw/handle/32609071643410316119
Description
Summary:碩士 === 國立交通大學 === 經營管理研究所 === 100 === The series of food safety incidents have decreased consumers’ confidence on Taiwan’s food safety supply systems. However, Taiwanese government declared to “selectively” promote food traceability after 2008. Thus, based on prior literature reviews and the framework, we put involvement and brand equity as moderators into our research. In addition, we take one domestic famous fast food store for example to see consumers’ opinions about the food traceability. We then collect data through the Internet questionnaires, getting 435 valid samples to do further analysis totally. By using SEM analysis and chi-square difference test, for the general food traceability, our research results show that product diagnosticity, informativeness and trust all significantly reduce perceived information asymmetry. Moreover, diagnosticity and trust also significantly reduce fears of seller opportunism. Then the perceived information asymmetry and fears of seller opportunism positively influence perceived uncertainty which further has negative effect on final purchase intention. In addition, involvement is proved to be a moderator that can positively reinforce the negative relationship from perceived uncertainty to purchase intention. On the other hand, for the application model of the fast food industry, a similar but not completely the same result is found. We confirm there are no significant relationships between diagnosticity to fears of seller opportunism, and informativeness to perceived information asymmetry. And brand equity rather than involvement is proved to be an influential moderator. Finally, we hope to provide some suggestions for consumers, the government and domestic stores by our research results. Therefore, the authority concerned can rethink the food safety system, policy making, the way of the management and so on.