|標題:||主觀產品知識 知覺品質及知覺風險 對消費者購買意圖影響之探討 -以牛肉為例|
The Effects of Subjective Product Knowledge, Perceived Product Quality and Perceived risk on Purchase Intention – A Case Study of Beef
Ding, Cherng G
|關鍵字:||牛肉;主觀知識;知覺品質;知覺風險;beef;subjective knowledge;perceived quality;perceived risk|
The policy of allowing U.S beef import to Taiwan has become an important issue. September 2012, Taiwan government announced all of imported beef must under label of country of origin (COOL).The consumer awareness of food knowledge is improving recent years, they should be provided with enough product knowledge to choose beef and understand what kind of risk they under. The research study on data collected from 296 beef consumers to analysis the relation between subjective knowledge, perceived risk, perceived quality and purchase intention of beef. The result seems subjective knowledge has a positive impact on perceived risk. The origin of beef may have impact on perceived quality. The intention of purchase beef is likely under positive impact from perceived risk and perceived quality.