| Summary: | 碩士 === 國立雲林科技大學 === 企業管理系 === 103 === The purpose of the study is to understand the current domestic consumption behavior of rice products with the food traceability. On the baisi of prior literature reviews and the research framework, the questionnaire was designed and then sent to the consumers who have the experience of purchasing rice products with the food traceability. The empirical data was analyzed by using the SPSS statistical software. In the environment of raipd economic growth, the consumption patterns has turned completely different from that in the traditional society. This research aims to find out the consumption bahavior, preference, mode and habit towards rice products with the food traceability and if its application will affact consumers’ willingness for purchasing. Based on the theory of planned bahavior model, the study tests and investigates the correlation among variables of the theory on consumer of rice products with the food traceability.
Our research results show that the consumer characteristics has an influence on the preference of consumption of rice product with the food traceability, and understand that the application of the food traceability also affects consumers attitude towards purchase intention. On the other hand, the results also demonstrate, in this study, the theory of planned bahavior model on consumer of rice products with the food traceability can be used to explain and predict the interaction of direct and indirect effects among five dimensions which are the consumer behavior and attitude, subjective norms, perceived behavioral control, consumer behavioral intentions and consumption bahavior. Finally, according to the findings of this study, we further propose the possible implications of marketing management and provide feasible suggestions to those industry of rice products with the food traceability and relevant government institutions in planning and implementataion for reference.
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