Bulk food exist in various kind of food, can be purchased by individual needs and quantities required, customer in Taiwan still stick to bulk food and the way sales. Recent year, many problems have revealed the bulk food safety issue. Therefore, Department of Health enacted bulk food labeling regulation in 2009 to clarify what information to be revealed, and has advocating the information to consumer about how to choose bulk food. The government hopes to increase the consumer knowledge and avoid food hazard. We can tell that knowledge must be an important part in decision procedure of food purchasing, but a few of research concern this issue.
Hence, in this research product knowledge and other variables are discussed and selected to form research model. This research also discovered the bulk food safety situation unprecedentedly, gives an overview to readers. The goals of this research are find the mediator effect within involvement, perceived quality and repurchase intention and the moderator effect of product knowledge between the relationships of perceived quality and repurchase intention. Samples of 973 collected through questionnaire survey, tested the hypotheses by regression analysis.
The result showed the three variables did have partial mediator effect. And the moderator effect was confirmed, product knowledge will weakened the relationship, implied the bulk food safety information advocacy would help to change the customer decision. Based on the result, suggestions are as followed: government should keep on educating consumer to establish proper food decision criteria; bulk food producer and distributor should improve the information reveal and food quality control spontaneously, to win customers¡¦ perceived quality and increase purchase.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0719112-151002 |
| Date | 19 July 2012 |
| Creators | Wu, Chin-Han |
| Contributors | Tsuang Kuo, Pin-Yang Liu, Iuan-yuan Lu, Hsien-tang Tsai |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0719112-151002 |
| Rights | unrestricted, Copyright information available at source archive |
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