Tsai Hsinyeh, Lee Yu-Ping, Ruangkanjanases Athapol
Department of Business Administration, Shu-Te University, Kaohsiung, Taiwan.
Chulalongkorn Business School, Chulalongkorn University, Bangkok, Thailand.
Front Psychol. 2020 Dec 11;11:579322. doi: 10.3389/fpsyg.2020.579322. eCollection 2020.
Virtual community websites are one of the applications that provide a platform for people with common interests to extend their social relations in social media. With the proliferation of food safety incidents in recent years, social media has often been a major channel for public engagement in risk communication because of its social networking and immediate interaction. To understand the users' needs and satisfaction, this study proposed a model to develop and evaluate the antecedents of continuance intention toward food safety information from social media. Based on the questionnaire collected from 289 Facebook users, this study assessed the integrated model of the expectation-confirmation theory and technology acceptance model with technology readiness as moderator. The results showed that the perceived ease-of-use, usefulness, and confirmation indirectly affected social media continuance usage intention through satisfaction; perceived ease-of-use, usefulness, and satisfaction were the direct determinants that affected the users' social media continuance intention. Furthermore, positive technology readiness had significant effects on the relationship between the perceived ease-of-use, usefulness, confirmation, satisfaction, and continuance intention toward food safety information. This study contributes some important suggestions and managerial implications for food safety promotion providers, practitioners, and academics in the food industry, and social media environment.
虚拟社区网站是为有共同兴趣的人在社交媒体中拓展社会关系提供平台的应用之一。近年来，随着食品安全事件的激增，社交媒体因其社交网络和即时互动，常常成为公众参与风险沟通的主要渠道。为了解用户需求和满意度，本研究提出了一个模型，用于开发和评估社交媒体食品安全信息持续使用意愿的前因。基于从289名Facebook用户收集的问卷，本研究以技术就绪度作为调节变量，评估了期望确认理论和技术接受模型的整合模型。结果表明，感知易用性、有用性和确认通过满意度间接影响社交媒体持续使用意愿；感知易用性、有用性和满意度是影响用户社交媒体持续使用意愿的直接决定因素。此外，积极的技术就绪度对食品安全信息的感知易用性、有用性、确认、满意度和持续使用意愿之间的关系有显著影响。本研究为食品行业的食品安全推广提供者、从业者和学者以及社交媒体环境提供了一些重要建议和管理启示。
