| 摘要: | 台灣從2011年塑化劑、假油、餿水油…等，一連串的食安風暴，造成消費者對企業的疑慮，品牌的不信任度大幅增加，購買力嚴重衰退。企業面對食品知覺風險對品牌忠誠度影響有多大，變得十分重要。
根據過去學者之研究，推論食品知覺風險愈高，品牌忠誠度就愈高。因此，本研究之目的在於探討以慣性、價格意識、滿意度為控制變數，採用結構式問卷調查，透過網路便利抽樣，以一般消費大眾為樣本，正式問卷發出326份，有效問卷共計306份。結果經由階層迴歸分析結果發現，本研究假說成立，亦即，食品知覺風險與品牌忠誠度呈現顯著正相關。最後，本研究根據研究結果，提出管理上意涵。
Since 2011, a number of food scandals have been reported such as plasticizer in drinks, fake oil, gutter oil, and so on, causing consumer distrust in business, and brand in particular, along with reduced spending. All businesses should be aware of the impact of risk perception to brand loyalty, knowing how important it is.
The study assumes that, based on previous researches, the higher the risk percep-tion is, the greater the brand loyalty is. With that, the study created an online poll in a structured questionnaire format on controllable variables of inertia, price consciousness, satisfaction, and randomly selected 326 respondents for survey, with 306 questionnaires being effectively completed.
The study adopts multiple regression analysis and discovers the assumption can work out; so to speak, risk perception and brand loyalty are in a positive correlation. With the finding, the study presents new interpretation for management. |
