| Summary: | 碩士 === 南臺科技大學 === 企業管理系 === 104 === Domestic and foreign fresh fishery products have been seized containing antibiotics、pathogens、 heavy metals pollution and the growing incidence of drug residues. Fishery products are not safe and not healthy for people’s bodies which has serious impact on consumer consumption. Lack of inspection and food safety in listed fishery products are important. Part of the health and safety of fishery products or a particular problem occurred which is likely to cause consumers to lose confidence in fishery products. Sales of fishery products will immediately generate comprehensive problems, leaving the credibility of the entire fishing industry dealt a severe blow. Therefore, it is necessary to explore the verification index fishery products, to establish a quality standard certification and improve the competitiveness of the market.
This study was designed to investigate the interaction between consumer certification labeling, certification labeling of knowledge, the value of fishery products and purchase intention. In addition, this study, through literature review, also uses convenience sampling method of survey data collected manner. After finishing the recovery characteristics of the sample analysis, Descriptive Statistics, Reliability Analysis, Independent Samples t-Test, Analysis of Variance, Correlation Analysis, Regression Analysis and other statistical methods are used as a basis for analysis and the results of empirical research, to verify the structure of the research.
The results of this study show: (1) Fishery products certification labeling has significant positive impact on the value of fishery products. (2) Fishery products certification labeling has significant positive impact on purchase intention for fishery products. (3) Certification labeling of knowledge fishery products has significant positive impact on the value of fishery products. (4) Certification labeling of knowledge fishery products has significant positive impact on purchase intention fishery products. (5) The value of fishery products has significant positive impact on purchase intention for fishery products. (6) The value of fishery products has mediation effect between product certification labeling and purchase intention. (7) The value of fishery products has mediation effect between Certification labeling of knowledge fishery products and purchase intention. Finally, we use the recommendations for a follow-up theory construction and development of practice reference.
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