消費者購買具食品安全標章餐點之行為意圖

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Title:	消費者購買具食品安全標章餐點之行為意圖
Authors:	施雅惠 Shih, Yahui
Contributors:	餐旅管理學系 Hospitality Management
Keywords:	食品安全標章;行為意圖;計畫行為理論;餐廳 certified food;behavior intention;meal;restaurant;theory of planned
Date:	2010
Issue Date:	2014-06-27 14:59:07 (UTC+8)
Abstract:	隨著經濟的發展及國民生活水準提昇、餐飲消費方式的改變及外食人口的增加，消費者對於餐飲衛生安全的關心也隨之增加，而食品的安全和品質會顯著影響消費者對餐廳的滿意度，對餐廳而言，若發生食品安全問題會使餐廳付出相當高的代價，因此餐飲業者越來越注重食品安全。目前已有少數餐飲業者以食品安全標章為其餐點之促銷手段，藉由讓消費者了解食材來源並強調其安全性，進而刺激消費者到該餐廳消費的意願，故本研究藉由計劃行為理論探討餐廳消費者選擇具食品安全標章餐點的行為意圖及其相關的內外在因素。本研究以便利抽樣的方式於大台北地區選取樣本 The purpose of this study was to investigate consumer‘s behavior intention toward purchasing certified food meal in the restaurant by the theory of planned behavior. The convenience method was employed in this study. Questionnaires were distributed in Tai
Appears in Collections:	[Department of Hospitality Management] Journal Articles

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