| Summary: | 碩士 === 國立臺北大學 === 企業管理學系 === 104 === In recent years,there are a lot of food safety scandals in Taiwan. It makes people start to think about whether the health food certification is trustworthy. Attempting to improve the quality of health food certification and make it to be more reliable is the purpose of this research. Firms should realize that producing health food is the only way to enhance purchase intention of customers. This research is trying to figure out whether our customers are still believing in health food certification and whether such certification is still a important information for customers.
If customers perceive more risk ,they will be more unwilling to purchase. This research is trying to find out whether the perceived risk is negatively related to purchase intention and whether the health food certification playing the role of moderator in the model. If this research confirming the negative relation between perceived risk and purchase intention ,it means that firms in food industry should produce health food and obtain health food certification to reduce perceived risk and enhance purchase intention.Using design of experiment and collecting questionnaire on Internet,and analyzing by structural equation modeling(SEM).
The result showed that perceived risk is negatively related to purchase intention.Besides,financial risk and psychological risk are factors that customers most care about. Health food certification playing the role of moderator in the model and representing that customers are still caring about health food certification and will be more willing to buy products which have health food certification.
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