The Mediating Role of Trust between Product Knowledge, Food Certification Label and Consumer’s Purchases Intention

• Main Authors: Yu-Hung Su, 蘇育弘
• Other Authors: 鄭駿豪
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/68059237506859696668

碩士 === 國立高雄餐旅大學 === 餐旅管理研究所在職專班 === 102 === Abstract In recent years, Taiwan''s food market is flooded with sinister goods and unscrupulous manufacturers with high-profit but low-quality business practices; therefore, Taiwanese consumers are encountering increasingly serious food security problem. People’s awareness of their own consumption of food sources and the extent of knowledge about the food making process is more important than before. In order to protect consumer rights, the government has set a food mark system as a reference for the consumers when purchasing goods, thus making them have healthy “eating” and pay more attention on food marks. The study is trying to survey the consumers’ knowledge about food products and understanding of food marks, and whether the knowledge and understanding are connected with food trust and purchase intention. The findings can not only improve mark authentication mechanisms between industry, government, and academia but increase “food” safety and enhance purchase protection for consumers. In this study, general population survey was conducted by random sampling, with a total of 600 points distributed questionnaires, and 380 valid questionnaires were returned to 63%. The study found the degree of consumer awareness of food mark positively affects the trust of product purchasing; however, consumers’ related knowledge about purchased products failed to make difference. Moreover, when giving trust to the products, consumers increase the willingness to purchase, and the level of trust towards the product will not be affected by the knowledge of the product. Therefore, consumers have trust in food marks and also increase the willingness to purchase a certain product due to the food mark certification. Thus, Taiwanese purchase intention is greatly influenced by the food mark certification.