| Summary: | 碩士 === 國立中正大學 === 企業管理研究所 === 101 === Time labeling of food plays an important role in consumers’ decision-making process. Nowadays, Consumers have paid more attention about time information when they decide to buy foods than before. We find that most of previous studies related to expiration dates were concerned more about pricing strategy and consumers’ attitude toward food labeling than consumers’ motivation. We also find some differences about marketing of beer industry that some brands have begun to emphasize freshness of beer. Therefore, our research used product types and regulatory focus as moderators to discuss about the effect of time to expiration date, product types and regulatory focus on purchase intention.
In this study, laboratory experiment was used to examine the results. The results showed that products which were far to expiration date had higher purchase intention than products which were close to expiration date. Second, we confirmed that product types brought an obvious moderating effect between time to expiration date and purchase intention. Furthermore, when we discussed about regulatory focus, there was no moderating effect between time to expiration date and purchase intention. But we found that promotion-focused consumers had higher purchase intention on perishable foods which were close to expiration date than prevention-focused consumers.
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