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食品安全事件下媒体资讯对外食行为影响之研究

【中文摘要】:自三聚氰胺、塑化剂、假油事件等食品安全重大事件接连爆发以来,食品安全议题渐渐成为媒体和消费者关注的焦点,而当食品安全发生问题时,经常透过媒体散布资讯的力量来传播讯息,而往往会使社会造成重大影响,影响的程度大至政府对食品厂商的法规和食品厂商的企业政策制定、小至消费者心理和行为层面,但媒体资讯内容一旦报导出来,外食

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消费者是偏向于全然相信媒体资讯来做为消费决策依据,又或是会先透过自己本身知识、风险衡量程度来理解媒体资讯,再对自己的态度以及生活习惯产生改变,再者媒体在食品安全议题上扮演了何种角色、何种功能、何种目的,这些都是本研究所想要探讨的问题。
本研究参考媒

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体资讯理论基础,并结合知觉风险与消费者决策发展研究模型,并针对外食族群做网路与纸本问卷调查,回收779份有效问卷。经过统计迴归分析后发现,外食消费者在媒体散布食品安全事件的资讯后、经由本身的知觉风险衡量会在进一步改变对外食资讯上的搜寻意愿与外食意图,并且在具有对资讯高度信任与积极人格的外食消费者,会依据媒体资讯的衡量好坏而强化行为。
媒体是一种能对现代社会造成莫大影响力的媒介,它可以正确地传递资讯、或是造成负面效果,外食族群本身对外食消费行为中所掌握的资讯通常是不对称的,尤其是在食品安全事件爆发的当下,媒体铺天盖地的资讯量外食消费者又该如何衡量与抉择?不论媒体在食品安全事件的揭露下是否正确扮演该扮演的角色,都应保障社会上阅听人的权利,否则将形成舆论对阅听人认知造成根深蒂固的影响,而外食消费者因为外食行为的不可避免性,更应对媒体所散布的资讯有着清楚的认识;因此,对媒体的资讯解读上需建立正确的观念,虽然在食品安全事件上大多数人仰赖媒体的资讯传播,外食族仍应建立良好的食品安全知识,如此在资讯的洪流下才能有正确的行为。
【英文摘要】:Since many of food safety events happened in Taiwan, food safety are the main issue of mass media an

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d consumer in recent year, when the food safety occur something seriously problems, through the media’s power spread of information generally makes a significant impact on society, this impact not only make gorvement’s laws change. the coporation policy make. and also the consumer behavior and thinking. when the food safety problem coveraged through media,what`s the reaction of out-eater?what`s the role and position of media in this situation? that is a necessary issue must be proved in this study.
This study refer to media information theory and perceive risk scale to measure out-eater thinking, the core of this study is based on the model of consumer decision model. The samples of 779 collected through questionnaire survey. The study takes the regression analysis to test the effects of media information,perceive risk, trust, procative personality,information search intention,purchase intention , the mediator effect of perceive risk. the moderator effect of eating out consumer decision. The result showed media information will significantly and positively influence out-eater decision making. In addition, perceive risk has the partial mediator effect, the moderator effect of trust and procative personality are not significant.
Media can cause a great influence on modern society, it can be right position,or be wrong.no matter what its role ,we must have the correct cognitive of the media,in order to make a right decision. Based on the study result, we should interpret those information carefully,because those information can make a huge effect. And when the perceive risk senses higher,behavior may not represent a typical move showed in the past research,this is very different from the normal people thinking. out-eater must establish the concept of food safety knowledge, make a correct reaction when receive huge information inpact.
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  • 来源:中山大学;作者:洪正
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