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论文编号：	8715
作者编号：	1120105040
上传时间：	2016/12/7 17:04:52
中文题目：	食品安全形成的心理机制与购买意向的研究 -----以台湾消费者为例
英文题目：	Study on the Psychological Mechanism Caused by Food Safety and the Purchase Intention ---Take Taiwan Consumers as the Research Objective
指导老师：	李东进
中文关键字：	食品安全；消费者心理机制；食品安全消费意识；食品安全消费行为
英文关键字：	food safety; consumer psychological mechanism; consumer awareness of food safety; consumer behavior of food safety
中文摘要：	食品安全是生存的基础、生活的重心，也是国家强盛的象徵。在食品营销市场竞争激烈的今天，食品安全只要稍有疏失都可能造成骨牌效应，对消费者的身心有莫大的影响。而近十年来，台湾的食安危机日益严重，消费心理的恐惧、疑虑充斥著交易市场。因此，食品安全形成的心理机制往往是消费市场兴衰的指标。以台湾消费者为研究对象，探讨食品安全形成的心理机制与购买意向是合乎潮流与现实需要的。 本研究目标如下：第一，探究在食品安全事件发生后，因消费权益趋使心所产生正确信息的追求以及对情绪与认知的冲击，所形成的消费意识、消费行为。第二，探究在食品安全事件发生后，消费信心与情绪、认知的交互作用所形成的消费意识、消费行为。第三，探究消费者因食品安全事件所凸显的性格倾向、经济能力与教育程度 ，而形成的不同消费意识、消费行为。第四，以消费者视角深入分析、探索对食品安全问题的建议与期待。 以相关文献及资料的搜寻、访谈、参考标准评量的格式设计、专家的审阅及意见等产生了本研究调查表，再配合深度访谈、SPSS12.0做了定性与定量的分析。针对研究目标，在预调研做了信度与效度的分析，在正式研究做了深度访谈、描述性统计分析、信度与效度的分析、回归分析，最后发现之间的影响显著。 本研究贡献如下：第一，将消费心理学、情绪心理学、认知心理学做结合，探讨其间的关联性与其对食品安全消费意识、消费行为的影响。第二，将维权意识与食品安全消费意识做结合，探讨之间形成的消费者心理机制。第三，将消费者性格、经济能力、教育程度做为食品安全消费意识、消费行为的调节因素，是心理学、消费经济学、教育心理学与消费心理学、消费行为学的结合。第四，以台湾民众为研究对象，对于台湾的食品安全问题有重大的警惕。 以上的联结与探索为学术研究提供新的诠释，为食品供应链造就新的生命，为主流民意带来新方向、新希望。 消费者是食品营销市场的主角，要使交易市场活络、有朝气就必须有效遏止食品安全事件的发生，以营造有信心、放心的消费环境。
英文摘要：	Food safety is the basis of human’s life and it is also the symbol of a prosperous country. In nowadays, any misstep in food safety can cause a domino effect, which can have a great impact on consumer’s both mental and physical health situation. And for the recent decades in Taiwan, the food safety crisis is becoming more than serious. The whole market is filled with fear and doubts. So, the psychological mechanism caused by food safety is always the index of the rise and fall of the market. Thus, it is necessary to take Taiwan consumers as the research object and explore the psychological mechanism caused by food safety and the purchase intention. The aims of this research are as follows: First, to study on the formed consumption consciousness and behavior which are caused by the driven heart of consumer rights and the influence of cognition after the food safety incidents. Second, to study on consumption consciousness and behavior caused by the interaction among consumer confidence, emotion and cognition. Third, to explore the formation of different consumption consciousness and behavior resulted from different personality, economic ability, and educational level. Forth, to analyze the food safety issue from consumer perspective, and try to provide the suggestions and expectations. This research made a qualitative and quantitative analysis by using the research questionnaire, in-depth interview and SPSS12.0. Aiming at the research objectives, the result show that there is a significant influence between the psychological mechanism caused by food safety and the purchase intention according to the reliability and validity analysis in the pre survey stage and the in-depth interview and the regression analysis in the formal survey stage. The contributions are as follows: (1) This research will discuss the relevance among consumer psychology, emotional psychology, and cognitive psychology, and then find out the influence that it will have in terms of the consumer awareness and behavior in food safety. (2) This research will explore the psychological mechanism by combining the rights awareness and consumer awareness of food safety. (3) It is a combination of psychology, consumer economics, educational psychology, and consumer psychology and behavior. (4) Taking people in Taiwan as the research objective, it will be a warning sign of food safety issue in Taiwan. The research and exploration above can provide a new interpretation for the academic research in this relevant area, and can also help us to foresee a new circle of the food supply chain, which will bring a new direction and hope for the people in Taiwan. Consumer is the protagonist of the food marketing, so it is a necessary job to prevent food safety incidents to create a better consumption environment.
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