食品資訊揭露對品牌信任與品牌權益之影響──以知味花生軟糖為例

The Effect of Information Disclosure to Brand Trust and Brand Equity - A Case of Chih-Wei Peanut

本研究探討消費者透過食品業者產品資訊揭露對其品牌信任與品牌權益之關聯性，以品牌形象與敏感度類型做為干擾變數，並加入願付價格探討品牌信任對其之影響的研究模型。以知味花生軟糖品牌之顧客作為研究對象，分析結果發現產品資訊揭露可提升消費者對品牌信任，對品牌權益以及願付價格亦產生正向影響；敏感度類型對品牌權益具有顯著干擾效果；而品牌形象在資訊揭露對品牌信任之間具有調節效果。

The purpose of this research is to estimate the correlation between information disclosure, food safety trust and brand equity. Information disclosure plays a key role of creating trust. Besides, the variable of brand image is taken for affecting consumers’trust on food safety, as both‘sensitivity type’and‘willingness to pay’are adopted into the research model. The Taiwanese food brand–Chih Wei Peanut is chosen as the research object. The research has found that the more information is disclosed by the food provider, the more food safety trust can be generated by customers. Furthermore, food safety trust positively affects brand equity, and has partially mediating effect between information disclosure and brand equity. Additionally, the customer's sensitivity type (safety-sensitive vs. price-sensitive) has moderating effect between food safety trust and brand equity. As the result, it can be observed that the importance of information disclosure to the sustainable development of food providers due to it can acquire customers' trust on its food safety.