A Study of media information influence on eating out decision making under food safety events

• Main Authors: Cheng Hong, 洪正
• Other Authors: Tsai, Hsien-tang
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/92683316182679239343

碩士 === 國立中山大學 === 企業管理學系研究所 === 102 === Since many of food safety events happened in Taiwan, food safety are the main issue of mass media and consumer in recent year, when the food safety occur something seriously problems, through the media’s power spread of information generally makes a significant impact on society, this impact not only make gorvement’s laws change. the coporation policy make. and also the consumer behavior and thinking. when the food safety problem coveraged through media,what`s the reaction of out-eater?what`s the role and position of media in this situation? that is a necessary issue must be proved in this study. This study refer to media information theory and perceive risk scale to measure out-eater thinking, the core of this study is based on the model of consumer decision model. The samples of 779 collected through questionnaire survey. The study takes the regression analysis to test the effects of media information,perceive risk, trust, procative personality,information search intention,purchase intention , the mediator effect of perceive risk. the moderator effect of eating out consumer decision. The result showed media information will significantly and positively influence out-eater decision making. In addition, perceive risk has the partial mediator effect, the moderator effect of trust and procative personality are not significant. Media can cause a great influence on modern society, it can be right position,or be wrong.no matter what its role ,we must have the correct cognitive of the media,in order to make a right decision. Based on the study result, we should interpret those information carefully,because those information can make a huge effect. And when the perceive risk senses higher,behavior may not represent a typical move showed in the past research,this is very different from the normal people thinking. out-eater must establish the concept of food safety knowledge, make a correct reaction when receive huge information inpact.