| Summary: | 碩士 === 東海大學 === 食品科學系 === 97 === People are paying more and more attentions to the problems about food safety. Since rice is the principle food of Taiwanese, the purpose of this research is to study the three questions. First, determine the factors that consumers paying attention to when they purchase rice. Second, find the degree of consumers’ understanding of Traceability System and consumers’ appraisal of Traceability System. Third, confirm whether the cognition of the Traceability System affects the factors found previously, and the benefits to the Traceability System.
This research shows that the consumers pay their most attention to the fundamental attributes, and pay less attention to the augmented attributes of the rice. The customers agree with the cognition of safety and the benefits of sensation in Traceability System most. The cognition of safety has significantly positive effects on paying more attention to fundamental attributes、perceived attributes、formal attributes and accredited attributes of rice for the customers. On the other hand, the cognition of safety has significantly negative effects on the symbolic benefits of rice. The cognition of awareness has significantly positive effects on paying more attention to formal attributes and sensate benefits of rice for the consumers. Also the cognition of image has significantly positive effects on paying more attention to accredited attributes、sensate benefits and functional benefits of rice for the consumers. Moreover, the cognition of information has significantly positive effects on sensate benefits and functional benefits of rice for the consumers.
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