| Summary: | 碩士 === 遠東科技大學 === 行銷與流通管理系碩士班 === 104 === In recent years, chain-franchised wholesales stores, supermarkets and convenience stores have joined in the fresh-and-cooked food sales in Taiwan. The revenue of fresh-and-cooked food is growing in market. Unethical food events continuously happened in Taiwan during 2014, so that all people were worried about the food safety in Taiwan. Based on the reasons above, the consumers are more concerned about the safety of fresh-and-cooked food and the mechanism of food safety management.
Combined with the literature reviews and the case study, this research chooses the franchised supermarkets as a field study. We focuses on the issues of corporate social responsibility, fresh food quality management, brand image, crisis management and repurchase intention for preliminary study. A total of 780 questionnaires were issued for Taipei, Taichung and Southern Taiwan. 680 questionnaires were collected with responding rate of 90% after deleting 70 invalid questionnaires.
Empirical results were listed as follows. First, CSR has a positive impact on the Brand Image; second, Fresh Quality Management has a positive impact on the Brand Image; third, Brand Image has a positive impact on the Repurchase Intention; fourth, Food Security Crisis Management Capacity the enterprises are dealing will have a positive influence on the Brand Image; fifth, Food Security Crisis Management Capacity the enterprises are dealing is the interfering variable for Brand Image and Repurchase Intention; sixth, Brand Image is the intervening variable for Corporate Social Responsibility and Repurchase Intention; seventh, Brand Image is the intervening variable for Fresh-Food Management and Repurchase Intention.
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