近年台灣發生許多食品安全問題，政府為降低民眾購買到有問題的商品，建立食品追溯系統提供民眾了解食材來源，並於2016年提出「食安五環」政策，更於隔年推出「四章一Q」政策，以食品追溯系統保障孩童團膳安全。因此，本研究之目的為了解食品追溯系統是否可有效降低民眾對食品安全的不信任，研究假說會著重於探討食品標章教育前後會改變消費者對標章食品購買意願。
本研究以問卷調查的方式，依照台南地區人口密度進行分層隨機抽樣，目標對象為家庭主要食材採購者並進行食品標章認知問卷調查，問卷受試者皆於辦公室徵求、傳統市場、大賣場、超級市場隨機抽訪完成問卷。本研究總計取得304份問卷，扣除無效問卷後共取得290份有效問卷，問卷內容可分為標章知識、風險認知及購買意願等四個構面，根據驗證性因數分析(Confirmatory factor analysis, CFA)的結果顯示本問卷可解釋58.8%變異數。最後本研究利用廣義估計式(Generalized estimating equation, GEE)與結構方程模型（Structural equation modeling, SEM）探討上述各構面間的因果關係。
研究結果顯示，影響各構面之人口學變項不盡相同，例如: 65歲以上的受試者的得分低於其他年齡的組別。此外，教育程度較低的受試者在三個構面中得分相對較低。最後配合多元回歸分析，同時考量各變項之間交互作用後，最終影響前測購買意願的因素為風險認知程度。經過影片教育之後，本研究透過成對樣本t檢定結果顯示，標章知識及購買意願在教育後有正向改變的趨勢，並在統計學上有顯著差異，而風險認知則未發現顯著變化。本研究也同樣考量教育對人口學變項的影響，透過廣義估計式計算後發現教育後購買意願的增加會受到性別、教育程度、收入及風險認知不同而有所影響。
統整以上結果，可得知於台南地區透過影片教育可影響不同消費者對於標章知識及購買意願，尤其是對於65歲以上或是國中以下教育程度之受試者，可加強對該族群教育宣導；最後，本研究可作為未來設計風險溝通策略與推廣可追溯農產品之參考。

In recent years, many food safety problems have occurred in Taiwan. In 2016, the "Five Links of Food Safety Policy" was proposed to protect people's food safety comprehensively. Among them, " 4-labels-1-Q " was also introduced to ensure the safety of children's group meals with the food traceability system.
The purpose of this study is to understand whether food traceability systems can effectively reduce people's distrust of food safety and find out whether the purchase intention of foods with traceability system can be influenced before and after food label education.
This study conducted a stratified random sampling according to the population density of Tainan in a questionnaire survey. The target audiences were and conducted a food labeling questionnaire. In this study, the subjects were defined as the family's main food purchasers and recruited randomly in the office, traditional markets, hypermarkets and supermarkets in Tainan. After excluding the invalid questionnaires, 290 valid questionnaires were obtained from 304 interviews. The constructs can be categorized into label knowledge, risk perception- brand and food label, risk perception- food safety incident and labeling and purchase intention after the Confirmatory factor analysis (CFA) showing 58.8% of the variance of the questionnaires can be explained. Finally, this study used Generalized estimating equation (GEE) and Structural equation modeling (SEM) to explore the relationship between constructs and present the degree of influence between different pathway, in order to verify the statistical results of the above studies.

The results of the study showed that some demographic data were truly factors influencing participants ' purchase intention. For example, the group above 65 years old has a lower score than other age group. Also, the group with lower education level has relatively lower score in three constructs. Meanwhile, the study used multiple regression analysis considering the interaction among different variables. The purchase intention was influenced by educational level and the degree of risk perception. After film education, the results of the Paired Sample t-test showed that the label knowledge and the purchase intention increased significantly, but the risk perception was not significantly affected by education. In addition, the influence of label education on purchase intention were different by alternative age, educational level, income and purchase place. Moreover, the results of GEE and SEM in pre-test and post-test all verified the positive correlation among four constructs, especially for those who has lower educational level and over the age of 65. In the end, the study can be a reference for designing risk communication strategies and promotion of traceable agricultural products in the future.

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