日本核處理水排放對台灣消費者購買海鮮行為之影響

Abstract

日本自 2023 年 8 月起開始將福島第一核電廠之處理水排放入太平洋，再次引發東亞地區（包含臺灣）對放射性汙染與海洋產品安全的關注與爭議。基於風險社會放大架構與食品安全及信任相關文獻，本研究探討在福島處理水排放後，風險知覺與多面向信任如何影響臺灣消費者購買海鮮之意願與行為。研究於 2025 年 8 月至 10 月透過 SurveyCake 進行線上問卷調查，回收 820 份有效樣本，受訪者年齡介於 21 至 60 歲。本研究採用 Ordered Logit 與 Generalized Ordered Logit 模型，分析風險感知、資訊信任、產品信任與政府信任在不同反應層級下的影響，並進一步檢驗政府信任與人口特徵的調節效果。實證結果顯示，風險感知對自陳購買行為變化具有穩定且顯著的負向影響，風險感知愈高，消費者愈可能實際減少海鮮購買；然而，其對購買意願之直接影響並不顯著，顯示態度與行為在風險情境下存在分化。相較之下，對海鮮安全的產品信任是影響購買意願的關鍵因素，信任程度愈高，消費者愈不易落入低意願區間。資訊信任與不同資訊來源信任則主要影響購買行為層次，反映消費者在實際行為調整時更依賴對資訊可信度的判斷。Generalized Ordered Logit 結果進一步顯示，風險感知與信任構面的效果在不同意願與行為門檻下並不相同，違反比例勝算假設，顯示消費者對風險與信任的反應具有階段性特徵。交互作用分析指出，政府信任在風險感知與購買意願及行為之間具有顯著的調節效果：在政府信任較低的情況下，風險感知對減少購買的影響最為強烈；當政府信任提高時，風險所造成的負面影響則被部分緩衝。此外，女性與低所得族群在面對相同風險感知時，較傾向採取更為保守的消費調整。

In August 2023, Japan began discharging treated water from the Fukushima Daiichi Nuclear Power Station into the Pacific Ocean, raising renewed public concerns about radioactive contamination and the safety of marine products in East Asia, including Taiwan. Drawing on the Social Amplification of Risk Framework and literature on food safety and trust, this study investigates how risk perception and multiple dimensions of trust shape Taiwanese consumers' willingness to purchase seafood after the discharge event. An online survey was conducted between August and October 2025 through SurveyCake, yielding 820 valid responses from Taiwanese adults aged 21 to 60 years. This study applies ordered regression models to analyze the relationships between risk perception, trust, and consumer responses.

The empirical results show that risk perception has a significant negative effect on actual purchasing behavior. Consumers with higher perceived risk are more likely to reduce their seafood purchases. However, risk perception does not have a significant direct effect on purchase intention. In contrast, trust in seafood safety is a key factor influencing purchase intention, with higher trust associated with higher willingness to purchase. Trust in information and information sources mainly affects purchasing behavior, suggesting that consumers rely more on information credibility when adjusting their actual consumption.

Further analysis indicates that trust in government moderates the relationship between risk perception and both purchase intention and purchasing behavior. When trust in government is low, the negative effect of risk perception on purchasing behavior is stronger, while higher government trust helps mitigate this effect. In addition, female and lower-income consumers tend to adopt more conservative consumption adjustments under the same level of perceived risk.