| Summary: | 碩士 === 國立高雄應用科技大學 === 國際企業系碩士在職專班 === 104 === The demand of domestic imported beef plays a crucial role in Taiwan. American imported beef holds roughly 30 percent of market share in the marketplace. Yet, the suspicion of food security arouses consumers’ anxiety. Beef cuisine is one of the important dishes in living consumption for Taiwanese people, second only to pork and chicken. With the elevation of living standard, the diet culture has become westernized recently. Thus, Taipei International Beef Noodle Festival or Tainan stewed beef soup is utilized to expend tourism industry and extend local features. Still, the minority of beef production in Taiwan can hardly meet the need of Taiwan market.
Due to the food safety scandal in Taiwan, the public attach greater importance to food safety. Regarding this issue, this research mainly investigates the influence of consuming properties on the attitude toward American beef and further discusses health concern of eating American beef and food sampling as the intervening variables. The results show the significant influences of beef producing area, beef-consuming frequency, and environmental awareness on product attitude or purchase intention toward American beef. The results serve as references for producers and dealers.
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