Dai Xiaoting, Qin Ke, Wu Linhai
School of Business, Jiangnan University, Wuxi, China.
Institute for Food Safety Risk Management, Jiangnan University, Wuxi, China.
Front Psychol. 2023 Mar 14;14:1149538. doi: 10.3389/fpsyg.2023.1149538. eCollection 2023.
The popularization of the Internet and the convenience of e-commerce are driving the online restaurant industry's rapid development of worldwide. However, serious information asymmetries in online food delivery (OFD) transactions not only aggravate food safety risks, resulting in simultaneous government and market failures, but also intensify consumers' perceived risks. This paper innovatively constructs a research framework for the governance participation willingness of OFD platform restaurants and consumers under the moderating effects of perceived risks from the perspective of control theory and then develops scales for analyzing the governance willingness of both restaurants and consumers. Using data collected through a survey, this paper explores the effect of control elements on governance participation by restaurants and consumers and analyzes the moderating effects of perceived food safety risks. Results showed that both government regulations and restaurant reputation (formal control elements) and online complaints and restaurant management response (informal control elements) can increase governance participation willingness among both platform restaurants and consumers. The moderating effects of perceived risks are partially significant. When the risks perceived by restaurants and consumers are strong, government regulation and online complaints can more effectively boost the governance participation willingness of restaurants and consumers, respectively. At this moment, consumers' willingness to pursue problem solving through online complaints is evidently enhanced. Accordingly, the perceived risks and the online complaints jointly motivate restaurants and consumers to participate in governance activities.
互联网的普及和电子商务的便利性推动了全球在线餐饮行业的快速发展。然而，在线食品配送（OFD）交易中严重的信息不对称不仅加剧了食品安全风险，导致政府和市场同时失灵，还加剧了消费者的感知风险。本文从控制理论的角度创新性地构建了一个在感知风险的调节作用下OFD平台餐厅和消费者治理参与意愿的研究框架，然后开发了用于分析餐厅和消费者治理意愿的量表。通过一项调查收集数据，本文探讨了控制因素对餐厅和消费者治理参与的影响，并分析了感知食品安全风险的调节作用。结果表明，政府监管和餐厅声誉（正式控制因素）以及在线投诉和餐厅管理回应（非正式控制因素）都可以提高平台餐厅和消费者的治理参与意愿。感知风险的调节作用部分显著。当餐厅和消费者感知到的风险较强时，政府监管和在线投诉可以分别更有效地提高餐厅和消费者的治理参与意愿。此时，消费者通过在线投诉寻求问题解决的意愿明显增强。因此，感知风险和在线投诉共同促使餐厅和消费者参与治理活动。
