本研究探討禽流感疫情爆發可能對一般消費者安全認知，因禽流感而影響消費購買行為。採用電腦輔助電話訪問系統方式進行調查訪問資料收集工作，進行分層等距抽樣，總共接通電話有3508件，有效樣本1213件，在95%的信心水準下，抽樣誤差約為±2.88%，完訪率34.6%。研究發現在禽流感事件影響方面：教育程度低、從事傳統農林漁牧業者，對於禽流感事件安全意識認知較低；在安全衛生影響方面：教育程度低、年紀大者、收入低者，較不會因改善傳統市場的消費環境，而提升其至傳統市場購買雞肉的意願。教程度高、職業屬軍公教、家庭收入高者，較會受雞肉產品經過屠宰衛生檢查合格影響而增加購買意願，禽流感疫情會影響消費者購買雞肉的認知，因此，建議政府及消費者應提高雞肉消費安全意識，購買符合安全衛生雞肉，建構安全消費環境，強化消費者監督功能。

Explore the avian influenza outbreak may be the consumer safety awareness, avian influenza affect consumer buying behavior. In this study, use of Computer-Assisted Telephone Interviewing System to investigate access to information-gathering, stratified systematic sampling and 3508, a total of the call, the effective sample 1213, the 95% confidence level, the sampling error is about± 2.88%, the response rate of 34.6%. The study found health and safety impacts: low levels of education, engaged in traditional agricultures, lower safety awareness of avian influenza incident; Impact of avian influenza incident: low levels of education, older, low-income less likely to improve the consumption environment of the traditional markets, enhance its willingness to traditional market to buy chicken. Civil servants, household income higher than by chicken products have been qualified meat inspector impact of increased willingness to buy. The outbreak of avian influenza will affect consumers buy chicken cognitive thereby affecting the buying behavior is therefore recommended that governments and consumers should increase the consumption of chicken meat safety awareness, healthy chicken, build a safe environment for consumption, strengthen the consumer watchdog function.