| Summary: | 碩士 === 臺北市立大學 === 社會暨公共事務學系公共事務學碩士班 === 106 === In the past few weeks, there have been heated debates on food safety issues in Taiwan. In order to earn the people’s trust again, the government has transformed GMP (Good Manufacturing Practice) into TQF (Taiwan Quality Food) that has been valid from September 2015. People have confidence in the food depends on whether they know TQF and whether there is TQF on the food packaging. It is believed that the food with food certification label is safe. In addition, it can decrease the consumers’ perceived risk of purchasing and increase purchasing food with TQF. In this study, investigating the general consumers through web-based and paper-based questionnaire at the same time. A total of 631 effective questionnaires are collected and analyzed through the statistical analysis.
The analysis indicates four major findings. First, the consumers’ trust to TQF has the positive influence on their purchasing behavior. Second, the consumers’ trust to TQF has the negative influence on their perceived risk. Third, the consumers’ perceived risk has the negative influence on their purchasing behavior. Last, the consumers’ perceived risk has the mediating effect on the relationship between the trust to TQF and purchasing behavior. To sum up, the four hypotheses in this study are all established.
Because most consumers don’t know that the food certification label has already been transformed GMP into TQF, the government and TQF association should make more effort to promote TQF. Although the government has transferred the management right of food certification label to the non-governmental organization, the government can still cooperate with TQF association and encourage the food industry to take part in TQF association. In this way, the government can make people heighten the familiarity of TQF, reestablish confidence in Taiwanese food, reduce the risk of buying, and thus improve purchasing food with TQF.
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