散裝食品的食品銷售方式，由於可依照消費需求以重量計價購買，且選擇種類多樣，散見於各種產品之中，向來是消費者選購食品的管道之一。鑒於每年散裝食品安全事件頻傳，行政院衛生署於2009年3月25日公告「散裝食品標示相關規定」，希望透過法條明確規範標示內容，以及宣導散裝食品選購知識，藉以補足消費者「知」的權利而能安心選購，吃得放心。由此可見產品知識在食品決策過程中所扮演的重要角色，而相關研究卻鮮少討論由產品知識推動的食品購買決策流程。
本研究透過探討相關文獻，首先探索散裝食品安全議題，並選取涉入程度、知覺品質、產品知識與再購意願等變數建立研究模式，探討消費者選購散裝食品時的決策流程。本研究目的為：研究涉入程度、知覺品質與再購意願間中介效果是否存在；並以產品知識為干擾變數，探討如何改變知覺品質與再購意願間的關係。本研究以散裝食品之消費者為研究對象，透過問卷調查蒐集初級資料，回收有效問卷共計973份，並進行敘述性統計與迴歸分析等研究方法驗證假設。
研究結果發現消費者選購散裝食品係透過涉入程度影響知覺品質才導致再購意願改變，顯示三變數間具有部分中介效果，而產品知識確實會弱化知覺品質與再購意願間的正向關係，即提供散裝食品選購資訊有助於消費者辨認散裝食品品質並改變行為。依照前述研究結果，建議衛生監管單位，持續為建立消費者正確消費知識努力，並嚴加控管散裝食品品質與標示問題；建議廠商應以提高消費者知覺品質為目標，改善環境、自主管理食品品質，有助於消費者辨認優良散裝食品。

Bulk food exist in various kind of food, can be purchased by individual needs and quantities required, customer in Taiwan still stick to bulk food and the way sales. Recent year, many problems have revealed the bulk food safety issue. Therefore, Department of Health enacted bulk food labeling regulation in 2009 to clarify what information to be revealed, and has advocating the information to consumer about how to choose bulk food. The government hopes to increase the consumer knowledge and avoid food hazard. We can tell that knowledge must be an important part in decision procedure of food purchasing, but a few of research concern this issue.
Hence, in this research product knowledge and other variables are discussed and selected to form research model. This research also discovered the bulk food safety situation unprecedentedly, gives an overview to readers. The goals of this research are find the mediator effect within involvement, perceived quality and repurchase intention and the moderator effect of product knowledge between the relationships of perceived quality and repurchase intention. Samples of 973 collected through questionnaire survey, tested the hypotheses by regression analysis.
The result showed the three variables did have partial mediator effect. And the moderator effect was confirmed, product knowledge will weakened the relationship, implied the bulk food safety information advocacy would help to change the customer decision. Based on the result, suggestions are as followed: government should keep on educating consumer to establish proper food decision criteria; bulk food producer and distributor should improve the information reveal and food quality control spontaneously, to win customers’ perceived quality and increase purchase.

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 2
第三節 研究流程 3
第四節 研究範圍 4
第二章 散裝食品現況 5
第一節 散裝食品定義與類別 5
第二節 散裝食品安全 8
第三節 消費者與散裝食品安全 14
第四節 小結 15
第三章 文獻探討 16
第一節 涉入程度 16
第二節 知覺品質 23
第三節 產品知識 29
第四節 再購意願 35
第四章 研究設計 38
第一節 研究架構與模式 38
第二節 研究假設 39
第三節 變數之操作型定義與衡量方式 43
第四節 調查對象與問卷設計 44
第五節 分析方法 47
第五章 實證分析 50
第一節 有效樣本結構敘述與變數基本分析 50
第二節 涉入程度、知覺品質與再購意願之中介效果驗證 58
第三節 產品知識對知覺品質與再購意願關係之干擾效果驗證 61
第六章 結論與建議 64
第一節 結論 64
第二節 建議 66
第三節 管理意涵 67

參考文獻 68
附錄‒消費者對散裝食品再購意願之研究問卷 80

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