發生食安負面報導餐廳真能毫髮無傷？檢視負面報導嚴重程度、公司信譽、知覺風險與再購意願之關係

Does Negative Publicity of Food Safety Cause No Harm to Restaurant Management? A Study on Negative Publicity Severity, Corporate Reputation, Perceived Risk and Repurchase Intention

本文以2014年發生的問題食用油品事件為背景，並以W集團為例，探討負面報導嚴重程度、公司信譽、知覺風險與再購意願之間的關係。本文採單因子（負面報導嚴重程度：強、弱）實驗設計，利用網路發放問卷，計蒐集有效問卷407份。結果顯示：(1)相較於嚴重程度弱的負面報導，嚴重程度強的負面報導會有較高的知覺風險；(2)相較於公司信譽不良，公司信譽良好會有較低的知覺風險；(3)心理風險、財務風險與身體風險對再購意願具有負面影響，但社會風險與績效風險對再購意願不具有負面影響；(4)當公司信譽良好時，無論負面報導嚴重程度的強弱，消費者的知覺風險不會有顯著差異；而當公司信譽不良時，強烈的負面報導嚴重程度下的知覺風險會顯著大於微弱的負面報導。

In recent years, Taiwan has experienced a recurring problem with food safety. Both the consumers and many famous firms have been negatively affected. Based on the 2014 cooking oil scandal, this study takes the W Group as an example, and explores the relationships among negative publicity severity, corporate reputation, perceived risk and repurchase intention. This study uses a single-factor experiment design: 2 (negative publicity perceived severity: high/low). We used online surveys and collected 407 questionnaires. The main results of this study are as follows: (1) In contrast to low negative publicity perceived severity, high negative publicity perceived severity has higher perceived risk. (2) In contrast to low corporate reputation, high corporate reputation has lower perceived risk. (3) Psychological risk, financial risk and physical risk have negative effects on repurchase intention, but social risk and performance risk do not have negative effects on repurchase intention. (4) Under high corporate reputation, whether negative publicity perceived severity is high or low makes no difference to consumer's perceived risk. However, under low corporate reputation, perceived risk is more obvious under high negative publicity than under low negative publicity.