1
3
E10505
3
023
應用QR code科技追溯有機食品戶籍之研究
An Applied Study of Qr Code Technology to Trace for Census Register of Organic Food
1.謝致慧
1.Chih-hui Shieh
1.國立高雄第一科技大學行銷與流通管理系(所)
1.Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology
001,002,003,004
1.國立高雄第一科技大學行銷與流通管理系(所)
1.Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology
002
1.科技部
1.Ministry of Science and Technology
A.14 計畫執行期間(起):2016-08-01
A.14 計畫執行期間(訖):2017-07-31
2016-12-152017-03-23
A.16 收到日期:2017-09-30
2
1

160


160
001
C.2 聯絡日期:2017-10-11
2
1.國立高雄第一科技大學行銷與流通管理系(所)
1.Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology
2
C.7 資料公開日期:0000-00-00
1
006
1.QR code內容形式
2.食品戶籍
3.食品樣貌
4.使用意圖
5.購買意圖
1.QR code’s content type
2.Food’s Census Register
3.Food Appearance
4.Usage Intention
5.Purchase Intention
本研究主要目的在探討QR code內容形式、食品戶籍、食品樣貌對消費者使用意圖與購買意願之影響。實驗一主要是比較網頁與圖像QR code內容形式對使用意圖的影響。消費者在當今資訊科技發達與競爭激烈的市場中,對業者所提出的各種服務會先比較何種QR code內容形式最適合自己,再從其中有利的資訊內容選購所要的產品。所以,業者對於近年來推出的QR code內容形式,應深入了解顧客對此科技服務的使用意圖與購買意願,才能發揮實質的行銷效益。 實驗二探討在兩種食品戶籍的情況下,網頁與圖像QR code內容形式對使用意圖與購買意願的影響效果。由於QR code內容形式主要是揭露產品相關資訊,對於在不同內容形式呈現不同程度的食品戶籍應會影響消費者的購買意願。因此,本研究進一步探討食品戶籍的干擾效果。預期呈現生長DNA之食品戶籍時,網頁QR code內容形式比圖像QR code內容形式會有較高的購買意圖。而呈現身分識別時,網頁QR code與圖像QR code縮小對購買意圖之差異。實驗三擬探討兩種食品樣貌對QR code內容形式與購買意圖之調節效果,預期結果是對生鮮食品而言,網頁QR Code內容形式比圖像QR Code內容形式有較高的購買意圖;對加工食品而言,網頁QR Code內容形式與圖像QR Code內容形式對購買意圖無顯著差異。

The purpose of this study is to explore the effects of QR code’s content type, food’s census register and food appearance on usage intention and purchase intention. This study involves three experiments. The first experiment is aimed at comparing the effects of website-QR code’s content type and image-QR code’s content type on consumers’ usage intention. In face of intense market competition and develop information technology, consumers tend to compare the value between various service types and evaluate the benefits they can get from QR code’s content type before making a purchase. Hence, when firms provide a QR code’s content type, they should understand consumers’ usage intention with QR code’s content type. The second experiment is designed to explore the relation between QR code’s content type and usage intention and how this relation is moderated by food’s census register. Because of the QR code’s content type is to expose more information of product that provide difference food’s census register should be affect consumers’ purchase intention. Therefore, this study further to examining the moderating effects of food’s census register between QR code’s content type and consumers’ purchase intention. This study will expect website-QR code’s content type have increase in purchase intention with cultivate-DNA, and except reducing a significant effect between website-QR code’s content type and image-QR code’s content type in purchase intention with food-identification. The third experiment is intended to understand the effect of moderator by the food appearance between QR code’s content type and usage intention. This study will expect website-QR code’s content type have increase in purchase intention with fresh-food, and except no significant between website-QR code’s content type and image-QR code’s content type in purchase intention with processed-food.

D.16 完成檢誤日期:0000-00-00
D.17 預定釋出日期:0000-00-00
D.18 初次釋出日期:0000-00-00
D.19_1 最新版釋出日期:0000-00-00
2
追蹤清單
下載(0)
申請(0)
遠距(0)