自三聚氰胺、塑化劑、假油事件等食品安全重大事件接連爆發以來，食品安全議題漸漸成為媒體和消費者關注的焦點，而當食品安全發生問題時，經常透過媒體散佈資訊的力量來傳播訊息，而往往會使社會造成重大影響，影響的程度大至政府對食品廠商的法規和食品廠商的企業政策制定、小至消費者心理和行為層面，但媒體資訊內容一旦報導出來，外食消費者是偏向於全然相信媒體資訊來做為消費決策依據，又或是會先透過自己本身知識、風險衡量程度來理解媒體資訊，再對自己的態度以及生活習慣產生改變，再者媒體在食品安全議題上扮演了何種角色、何種功能、何種目的，這些都是本研究所想要探討的問題。
本研究參考媒體資訊理論基礎，並結合知覺風險與消費者決策發展研究模型，並針對外食族群做網路與紙本問卷調查，回收779份有效問卷。經過統計迴歸分析後發現，外食消費者在媒體散佈食品安全事件的資訊後、經由本身的知覺風險衡量會在進一步改變對外食資訊上的搜尋意願與外食意圖，並且在具有對資訊高度信任與積極人格的外食消費者，會依據媒體資訊的衡量好壞而強化行為。
媒體是一種能對現代社會造成莫大影響力的媒介，它可以正確地傳遞資訊、或是造成負面效果，外食族群本身對外食消費行為中所掌握的資訊通常是不對稱的，尤其是在食品安全事件爆發的當下，媒體鋪天蓋地的資訊量外食消費者又該如何衡量與抉擇?不論媒體在食品安全事件的揭露下是否正確扮演該扮演的角色，都應保障社會上閱聽人的權利，否則將形成輿論對閱聽人認知造成根深蒂固的影響，而外食消費者因為外食行為的不可避免性，更應對媒體所散佈的資訊有著清楚的認識；因此，對媒體的資訊解讀上需建立正確的觀念，雖然在食品安全事件上大多數人仰賴媒體的資訊傳播，外食族仍應建立良好的食品安全知識，如此在資訊的洪流下才能有正確的行為。

Since many of food safety events happened in Taiwan, food safety are the main issue of mass media and consumer in recent year, when the food safety occur something seriously problems, through the media’s power spread of information generally makes a significant impact on society, this impact not only make gorvement’s laws change. the coporation policy make. and also the consumer behavior and thinking. when the food safety problem coveraged through media,what`s the reaction of out-eater?what`s the role and position of media in this situation? that is a necessary issue must be proved in this study.
This study refer to media information theory and perceive risk scale to measure out-eater thinking, the core of this study is based on the model of consumer decision model. The samples of 779 collected through questionnaire survey. The study takes the regression analysis to test the effects of media information,perceive risk, trust, procative personality,information search intention,purchase intention , the mediator effect of perceive risk. the moderator effect of eating out consumer decision. The result showed media information will significantly and positively influence out-eater decision making. In addition, perceive risk has the partial mediator effect, the moderator effect of trust and procative personality are not significant.
Media can cause a great influence on modern society, it can be right position,or be wrong.no matter what its role ,we must have the correct cognitive of the media,in order to make a right decision. Based on the study result, we should interpret those information carefully,because those information can make a huge effect. And when the perceive risk senses higher,behavior may not represent a typical move showed in the past research,this is very different from the normal people thinking. out-eater must establish the concept of food safety knowledge, make a correct reaction when receive huge information inpact.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景與動機 . 1
第二節 研究目的 7
第三節 研究流程 7
第四節 研究範圍與限制 8
第二章 文獻探討 10
第一節 媒體資訊理論 10
第二節 消費者決策理論 11
第三節 外食消費決策模型 14
第三章 研究設計 26
第一節 研究架構 26
第二節 研究模式 27
第三節 研究方法 33
第四章 實證分析 41
第一節 樣本結構敘述與變數基本分析 41
第二節 驗證媒體資訊對外食消費決策之影響 52
第三節 驗證「知覺風險」之中介效果 54
第四節 驗證「信任」之干擾效果 60
第五節 驗證「積極人格」之干擾效果 66
第五章 結論與建議 70
第一節 結論 70
第二節 建議 74
第三節 管理意涵 75

參考文獻 77
附錄 85

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