Ge Li
School of Computer Science and Technology, Weinan Normal University, Weinan, China.
Front Psychol. 2022 Apr 25;13:873941. doi: 10.3389/fpsyg.2022.873941. eCollection 2022.
With the prevalence of traceability technology in the turbulent Internet age, traceable food has become an important tool in addressing food safety issues. Under the combined effect of frequent food safety problems and sustainable development of traceability industry, the research on traceable food consumer behavior has become more extensive. However, it is still not fully understood how the multiple information brought by traceability affects consumers' purchase decision. This study proposes the effects of traceability knowledge, traceable information quality and traceable certification credibility on traceable food purchase intention the mediation of perceived risk and perceived value, and integrates the moderating effect of peer influence in the context of Internet age into a research framework. The analytical results indicate that traceability knowledge, traceable information quality, and traceability certification credibility indirectly affect consumers' traceable food purchase intention through perceived risk and perceived value, while traceability knowledge, perceived risk, and perceived value directly affect "traceable food purchase intention." Furthermore, peer influence was found to be a significant moderator in the relationship between perceived risk (perceived value) and "traceable food purchase intention." Finally, based on the research results, traceability companies are suggested to focus on cultivating the traceable consumption habits. Meanwhile, although traceable food quality is the top priority, companies should also attach importance to the communication and interaction with consumer.
在动荡的互联网时代，随着可追溯技术的普及，可追溯食品已成为解决食品安全问题的重要工具。在食品安全问题频发与可追溯产业可持续发展的共同作用下，对可追溯食品消费者行为的研究变得更加广泛。然而，可追溯性带来的多重信息如何影响消费者的购买决策仍未得到充分理解。本研究提出可追溯性知识、可追溯信息质量和可追溯认证可信度对可追溯食品购买意愿的影响，以及感知风险和感知价值的中介作用，并将互联网时代背景下同伴影响的调节作用纳入研究框架。分析结果表明，可追溯性知识、可追溯信息质量和可追溯认证可信度通过感知风险和感知价值间接影响消费者的可追溯食品购买意愿，而可追溯性知识、感知风险和感知价值直接影响“可追溯食品购买意愿”。此外，发现同伴影响在感知风险（感知价值）与“可追溯食品购买意愿”之间的关系中是一个显著的调节变量。最后，基于研究结果，建议可追溯性企业专注于培养可追溯消费习惯。同时，虽然可追溯食品质量是首要任务，但企业也应重视与消费者的沟通和互动。
