現今食品安全事件多如牛毛，消費者對被檢舉食品業者抱持著負面的觀感，而降低購買其產品之意願。被檢舉食品業者為恢復消費者信任，穩固市場佔有率，業者們執行各種策略，希望能消除消費者心中不滿。但意外的是，有些產品策略，受到消費者正面迴響，而有些策略消費者不理情，甚至更加反感。故本研究宗旨是探討消費者食品安全觀念與其他心理因素，對被檢舉食品業者產品之購買意願。 本研究正式問卷回收數為200份，問卷另分作四種情境，每種情境各佔問卷數為50份。將測驗完畢之200份問卷全數回收，回收後有效問卷總數為176份；性別比重分別為男性72位、女性104位；其中A情境有效問卷為40份、B情境45份、C情境44份而D情境問卷為47份，有效問卷比率依序為80.0%、90.0%、88.0%、94.0%，並以IBM SPSS Statistics 20之統計套裝軟體作為資料分析工具。而研究結果發現，食安問題的發生，降低了消費者對食品之產品認知、品牌形象與購買意願，並會因愈注重食品安全觀念而愈甚。企業若被檢舉產品發生食安問題，可以折扣銷售或服務補救提升消費者之知覺價值感受，進而提升購買意願，而這兩種方式以服務補救效果較好，由於部分消費者會認為，折扣銷售是食品業者變相的圖利方式，而服務補救才有直接地達到端正企業整體服務系統之效果，而折扣銷售會使消費者感覺。 Many food safety incidents occur in present days, consumers have negative impression upon the prosecuted food processors. Some strategies are used by the prosecuted ones to regain the confidence of consumers and maintain their market shares. Some strategies have positive feedback while some have negative responses. This research is designed to study food safety sense and other psychological factors of the consumers to the purchasing intention on the food product of the prosecuted food processors. 200 questionnaire copies of this study have been filled and retrieved, 176 of them are effective ones. Four different situation have been designed in the questionnaires, each has 50 copies, the effective ratio are 80.0%、90.0%、88.0%、94.0% respectively, with 72 males and 104 females attended. IBM SPSS Statistics 20 is the integrated statistical computer software used to analyze the study. The results show that food safety incidents degrade product acknowledge、brand image and purchasing intention of consumer. The higher food safety sense consumers have, the more degradation goes. The prosecuted food processors have either price discount or service remedy strategies to save their product acknowledgement and raise purchasing intention of the consumers. Service remedy is the recommended strategy to reshape brand image and product value, while price discount would be assumed another tentative business ploy.
