科技部專題研究計畫主持人
MOST-105-2410-H-327-027-SSS
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
科技部
Ministry of Science and Technology
國立高雄第一科技大學
National Kaohsiung First University of Science and Technology
謝致慧
Chih-Hui Shieh
國立高雄第一科技大學
National Kaohsiung First University of Science and Technology
謝致慧
副教授
07-6011000-4220
chs102@nkfust.edu.tw
計畫執行期間起:2016-08-01
計畫執行期間迄:2017-07-31
2016-12-15
2017-03-23
中文
1
001
01
QR code媒體形式、智慧型手機、食品戶籍、生長DNA、身分識別、購買意圖
QR code-directed media form, Smartphone, Food traceability information, growth DNA information, identification information, purchase intention
本研究探討QR code媒體形式與食品戶籍對購買意圖之影響,在台灣南部零售商圈取得160個有效樣本,進行智慧型手機掃描有機米包裝QR code所呈現的媒體形式之比較分析。結果顯示,網頁式的 QR code媒體形式比圖像式的QR code媒體形式有較高的購買意圖。研究進一步發現,食品戶籍與QR code媒體形式具有交互作用。當呈現生長DNA資訊時,網頁式QR code比圖像式QR code之媒體形式有較高的購買意圖;但提供身分識別資訊時,卻縮小兩種QR code媒體形式影響購買意圖的差距。最後,本研究提出理論與實務意涵,供未來研究及業者應用之參考。
This paper investigates the effects of traceability information and QR code-directed media form on purchase intention. Drawing on 160 valid responses collected from consumers in a shopping area in southern Taiwan, this study compares the effectiveness of two different media forms in presenting organic rice traceability information that has to be retrieved by scanning QR codes with a Smartphone. Results indicate that QR codes linking to a web page led to higher purchase intention compared to QR codes linking to only a graphic. Further analysis confirms an interaction effect between information type and media form. In presentation of growth information, QR codes linking to a web page led to higher purchase intention than QR code linking to a graphic; in presentation of identification information, the effect difference between the two kinds of QR codes became smaller. Based on findings, theoretical and practical implications are proposed as a reference for related industries and future researchers.
是,已處理
除檢查有無隱私資料外,另檢查個案編號是否重複、變項及選項數值說明是否與問卷一致或未被定義。
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