| Summary: | 碩士 === 國立高雄第一科技大學 === 行銷與流通管理系連鎖加盟管理碩士班 === 104 === Abstract
Since 2008, series of food safety scandals have almost yearly outbroken in Taiwan. Consumers are not only suspicious of food safety, but also distrust the food-related firms. Therefore, how to repair consumer’s trust is the most crucial issue to the food-related companies. Coming up with extant literatures , this thesis proposes that three sub-types of trust repair: affective repair, functional repair and information repair, as the firm’s marketing-communication tools will affect consumer’s retention intentions and switching intentions, via the mediating effects of positive emotion, negative emotion, trust and distrust-. Meanwhile, consumer’s gender may be a moderator, which explores the different impacts of those three trust repairs on consumers’ (positive and negative) emotions with regard to their gender.
With a sample of 225 students as subjects, Structural Equation Modeling (SEM) was used to test the research hypotheses. The findings are as follows :
1.Affective repair, functional repair and information repair have positive impacts on positive emotions.
2.Different from affective repair and information repair, functional repair has no impacts on negative emotions.
3.Positive emotion has a major effect on trust, and the latter is the main factor of retention intention.
4.Negative emotion is the main factor of distrust, and consequently distrust is the main factor of switching intention.
5.Consumer gender has moderating effects on the relationships between information repair, affective repair and emotions.
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