Zheng Yan, Cao Dayu
School of Economics and Management, Jiangxi Agricultural University, Nanchang, China.
School of Economics and Management, Jiangxi Rural Revitalization Strategy Research Institute, Jiangxi Agricultural University, Nanchang, China.
Front Nutr. 2022 Jul 19;9:939454. doi: 10.3389/fnut.2022.939454. eCollection 2022.
On the one hand, fast social media and internet evolution has brought opportunities to the development of the organic food industry. On the other hand, the excessive utilization of social media and internet has also exerted some negative effects on consumers in terms of information disorder and hindered the industrial progression of organic foods. This study aimed to probe into the relationships between organic food information uncertainty, information search anxiety, information overload and purchase behavior under the mediating role of attitude and the moderating role of involvement, introducing the concept of information disorder in the context of this issue. The data (cross-sectional) of 620 organic food consumers in Jiangxi Province, China were subjected to SEM (structural equation modeling). The results showed that organic food information uncertainty and information search anxiety significantly affected attitude, and attitude had a positive impact on purchase behavior. In addition, attitude significantly mediated the effects of organic food information uncertainty and information search anxiety on purchase behavior. Moreover, the indirect relationship between organic food information uncertainty and purchase behavior was moderated by involvement.
一方面，社交媒体和互联网的快速发展给有机食品行业的发展带来了机遇。另一方面，社交媒体和互联网的过度使用在信息混乱方面也给消费者带来了一些负面影响，并阻碍了有机食品的产业发展。本研究旨在探讨在态度的中介作用和卷入度的调节作用下，有机食品信息不确定性、信息搜索焦虑、信息过载与购买行为之间的关系，并在该问题背景下引入信息混乱的概念。对中国江西省620名有机食品消费者的数据（横断面数据）进行了结构方程模型（SEM）分析。结果表明，有机食品信息不确定性和信息搜索焦虑显著影响态度，且态度对购买行为有正向影响。此外，态度在有机食品信息不确定性和信息搜索焦虑对购买行为的影响中起显著中介作用。而且，卷入度调节了有机食品信息不确定性与购买行为之间的间接关系。
