How food risk perception is to affect brand loyalty

• Main Authors: CHAO,CHI-YAO, 趙季堯
• Other Authors: CHOU,CHIEN-HENG
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/63733177556862989565

碩士 === 中國文化大學 === 企業實務管理數位碩士在職專班 === 104 === Since 2011, a number of food scandals have been reported such as plasticizer in drinks, fake oil, gutter oil, and so on, causing consumer distrust in business, and brand in particular, along with reduced spending. All businesses should be aware of the impact of risk perception to brand loyalty, knowing how important it is. The study assumes that, based on previous researches, the higher the risk percep-tion is, the greater the brand loyalty is. With that, the study created an online poll in a structured questionnaire format on controllable variables of inertia, price consciousness, satisfaction, and randomly selected 326 respondents for survey, with 306 questionnaires being effectively completed. The study adopts multiple regression analysis and discovers the assumption can work out; so to speak, risk perception and brand loyalty are in a positive correlation. With the finding, the study presents new interpretation for management.