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    Please use this identifier to cite or link to this item: https://tkuir.lib.tku.edu.tw/dspace/handle/987654321/74269

    Title: The effects of food traceability certification label on perceived quality, perceived risk, perceived value and consumer willingness to pay premium : the case of black pork sausage
    Other Titles: 產銷履歷認證標章對知覺品質、知覺風險、知覺價值與願付價格之影響 : 以黑豬肉香腸為例
    Authors: 張喬峯;Chang, Chiao-Feng
    Contributors: 淡江大學企業管理學系碩士班
    羅惠瓊;Lo, Hui-Chiung
    Keywords: 產銷履歷;品牌形象;知覺品質;知覺風險;知覺價值;條件評估法;Perceived Quality;perceived risk;perceived value;Traceability;Brand Image;Contingent Valuation Method;WTP
    Date: 2011
    Issue Date: 2011-12-28 18:20:05 (UTC+8)
    Abstract: 加工食品已經成為一般大眾生活中所不可缺乏的一部份。然而,加工食品經過化學添加人工處理等步驟程序,其外觀與原料的本質已具有差異性,消費者無法輕易從外觀或口感辨認加工食品之品質良劣。
    Abstract: Food safety outbreaks world-wide has increased consumers’ concerns over the safety of food they consume. Food traceability system and traceability certification has been introduced in Taiwan to reduce risks in food purchase and consumption. However, the effect of traceability certification has not yet been explored in conjunction with brand image, a well-established quality cue. This research investigates the effects of brand image and traceability certification on consumer’s perception of quality, risk and value, as well as willingness to pay premium for black pork sausage.
    A paper-based survey was conducted during the period of April, 2011, in the Metro Taipei region. 800 respondents were sampled. 623 valid samples were collected. Results indicate that a favorable brand image as well as traceability certification had positive impacts on consumer’s perceived quality and perceived value of black pork sausage, while consumer’s risk perceptions were reduced in the presence of brand image and traceability certification. Willingness to pay premium was found to be influenced by brand image, traceability certification and perceived value. Results also indicate that consumers are generally willing to pay premium for traceability certification. This willingness to pay premium margin is statistically different between high/low brand image. Conclusions and managerial implications are discussed and presented.
    Appears in Collections:[Graduate Institute & Department of Business Administration] Thesis

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