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食品安全议题与消费者网路购买食品行为之研究-以安心买为例

【中文摘要】:近几年,社会不断爆发食品安全议题的负面新闻,间接让消费者的食品安全意识抬头。面对此情况,食品零售业面临很大的挑战,尤其在虚拟通路中,消费者无法看到商品的实体,仅能够依照网路店家的环境与叙述作为判断,使得消费者更加无所适从。本研究个案公司-安心买,基于这样的环境,将自身定位为一个资讯透明的食品网路购物平台,主打网路食品安全性,让消费者能安心选购。因此,在本研究中将探讨研究个案-安心买,在网路购物市场中採取的定位与网购策略是否可行?并了解消费者于网路购物市场中,对于食品安全的敏感度,检视安心买定位的是否超之过急?以及了解知觉风险与不同人口统计变项在安心买平台中对购买意愿与购买行为

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的影响。
  本研究整理安心买的定位与策略,并以研究目的发展其问卷,透过网路问卷并与波仕特网路市调公司合作进行发放与蒐集,针对有意愿或是曾经利用网路进行购物,年龄限制为20岁以上的消费者进行研究。藉由统计软体SPSS执行统计分析,藉此了

szwox.com_094
解消费者在网路购买食品的知觉风险,并且对于安心买网路购物平台的购买意愿与行为的态度。
  本研究共蒐集424份有效样本,经由统整后,本研究获得以下结论:
1. 针对研究个案-安心买,所採取在网路购物市场中的定位是可行的。
2. 针对研究个案-安心买,所採取在网路购物市场中的策略是可行的。
3. 安心买的定位是符合现代人所需求的。
4. 越高知觉风险的消费者,在安心买平台中的购买意愿也会越高。
5. 不同的消费者人口统计变项于安心买平台的购买意愿与购买行为有不同的态度。
【英文摘要】:With negative news about food safety emerging in an endless stream recently in Taiwan, it is observed that food safety has become a greatly concerned issue during the decade. This has panicked the whole society and drawn consumer’s more atten-tion on food safety when making purchase of food grocery. Under such circumstance, food retailers bear the brunt. In physical channels, consumers are able to tell food safety by directly seeing the product conditions, while through virtual channels it is not available to touch product itself in person so consumers can only make decisions based on own perception of an online store’s overall environment and image instead.

Golmart – the selected case study company in this research has positioned itself as a food grocery online shopping platform featured with information transparency and food safety which enable consumers to purchase at ease. Through a clear review of Golmart, this research aims at identifying consumers’ perceived risks toward food online shopping and viewing whether the positioning of Golmart can well meet pub-lic’s expectation, thereby concluding a constructive research result.

Based on the above assumptions, the main research objectives are addressed as fol-lows.
1) To study if the positioning of Golmart is workable in the online shopping mar-ket.
2) To examine if the strategy of Golmart is workable in the online shopping market.
3) To understand

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consumer’s sensitivity and perception on food safety so as to ex-amine the adequacy of Golmart’s positioning.
4) To realize how perceived risks may influence consumer’s purchase intention.
5) To explore how demographic variables relates to consumer’s purchase intention and consumer behavior on Golmart online shopping platform.

In order to edit a proper questionnaire for this research, the positioning and market-ing strategies of Golmart have been well-organized and adopted as research objec-tives.
Questionnaires are issued and collected by means of cooperation with Pollster Technology Marketing Ltd. This research has targeted a group of consumers aged 20 years old up who have shopped online or intend to do online shopping as question-naire participants. Then SPSS is employed to conduct statistical analysis for col-lected data in the questionnaire, thereby understanding consumer’s perceived risks upon food online shopping and realizing consumer’s purchase intention, consumer behavior, and attitudes toward Golmart online shopping platform.

With the support of 424 valid samples as quantitative data being analyzed by SPSS, research results can be concluded as below.
1. The current positioning of Golmart in the online shopping market is workable
2. The current strategy of Golmart in the online shopping market is workable.
3. The positioning of Golmart conforms to modern public’s needs.
4. Consumers with high perceived risks may have higher purchase intention in Golmart.
5. Different demographic variables of consumer may hold different attitudes to-ward purchase intention and consumer behavior on Golmart online shopping platform.
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  • 来源:中山大学;作者:巫明锦
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