The study of consumer awareness and behaviors for low-temperature food safety
|關鍵字:||低溫物流;食品供應鏈;食品安全;冷鏈認知;食品安全行為;行為意向;結構方程模式;low-temperature logistics;food supply chain;food safety;Cold Chain awareness;behavior intention;structural equation model|
Because the modern people live busily, the work pressure high and the woman gets employed, eat outside or use microwave food, the low temperature food's demand to increase greatly. But the low temperature food's preserve temperature is the essential factor for reducing the risks, will affect food’s security and quality. A product’s quality, not only with its process of manufacture, but with its wholesaler, the retail, the transportation and the warehousing entrepreneur preserves controls the equipment to be whether perfect and consumer's concerns in processing manner. Customer's behavior usually relates with their “awareness”, we must let the customer think that food safety is important, they will start to pay attention to this question. How to let the customer believe that “Cold Chain” and “food safety” concerning them is important, is also the topic which this paper will study. In the research, will carry on the questionnaire analysis to who have used the low temperature product and service, and constructs the consumer awareness and behaviors model by structural equation model (SEM) to understand the present customer regarding food safety as well as Cold Chain, and as well as “cold chain” and “food security” concerning them whether important. After collecting entire questionnaire, then use the structural equation model (SEM) confirms the model of consumer awareness and behaviors for low temperature food safety which this research designs, and to take as the reference to all. This research confirms consumer of behavior intention model's causal relation is: The consumer has the forward influence relations regarding its food safety awareness to the consumer Cold Chain awareness and the behavior intention; And food safety behavior also has the forward influence relations to the consumer Cold Chain awareness and the behavior intention. May see from this research result, if we can simultaneously promote consumer’s food of security awareness and food safety behavior, then we can promote its Cold Chain awareness and the behavior intention, this has the remarkable influence relations.
|Appears in Collections:||Thesis|