近年來食安事件頻傳，從2013年的塑化劑、毒澱粉事件以及2014年的黑心油事件，其中被檢驗出涉及案件的公司甚至不乏經過政府認證為GMP優良產品公司的企業，如味全、統一等大型企業，而這些事件也讓台灣的消費者對於台灣的食品產業開始失去信心，並引發許多民眾反彈，甚至抵制、拒絕購買味全的產品，一度令味全公司嚴重虧損。但當味全祭出正面廣告以及降價折扣等行銷手法後，一度滯銷的味全產品卻逐漸買氣回升，也經常看到買一送一的林鳳營被搶購一空情況，因此本研究希望針對正面廣告以及降價折扣對於負面產品的購買意願之影響進行研究，了解到以上的行銷手法是否可以真的挽回消費者的購買意願。以即驗證消費者涉入程度與消費哲倫理的調節效果。
本研究的目的為針對以下構面進行研究:
1.正面訊息對於負面產品購買意願的影響。
2.降價折扣對於負面產品購買意願的影響。
3.消費倫理與產品涉入程度對正面訊息的正面影響之調節效果。

對於正面訊息對於降低負面報導對公司的影響之研究，正面訊息對於消費者之購買意願有顯著之影響，也就是說正面訊息對於陷入負面報導的商品確實可以幫助它們影響消費者之購買意願。而消費者倫理以及涉入程度對於正面訊息影響購買意願的過程中並不會有調節作用。

SUMMARY
In recent years, food scandals have occurred frequently in Taiwan. There have been many companies, including Wei Chuan and Uni, involved in scandals. Angry people have stopped purchasing products involved in tainted flood scandal, especially Wei Chuan. This purchase resistance made Wei Chuan's revenue decline substantially at first, but the sales recovered gradually after Wei Chuan using price promotions and positive publicity to affect consumer purchase intentions. Therefore, the objective of this study is to analyze what factors will affect the willingness to purchase from a company involved in negative publicity as moderated by the effect of involvement and consumer ethics. Wei Chuan and Uni were chosen as the study objects. The results showed that price promotion and positive publicity can positively affect the purchase intention of consumers, but there is no moderating effect of involvement and consumer ethics between positive publicity and purchase intention.

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