Zhang Xi-Yu, Chao Ching-Tzu, Chiu Yi-Tse, Chen Han-Shen
Department of Accounting, School of Business, Nanjing University, Nanjing 210093, China.
Department of Health Industry Technology Management, Chung Shan Medical University, Taichung 40201, Taiwan.
Foods. 2024 May 15;13(10):1537. doi: 10.3390/foods13101537.
With an estimated 2.4 million cases of foodborne illnesses recorded annually in the UK alone, food safety has become a paramount concern among stakeholders. Modern technology has positioned streaming platforms as pivotal conduits for disseminating information. Channels such as YouTube offer detailed recordings of the food production process, granting consumers extensive visibility of the food journey from farm to table. This increased transparency not only promotes vigilant monitoring of food safety practices but also solicits consumer feedback regarding the public exposure to food processing videos. Based on the Theory of Planned Behavior (TPB), this study augments its framework with constructs, such as perceived trust, perceived risk, community experience, and brand identity, to evaluate Taiwan's Generation Z consumer behavioral intentions. With 226 valid responses amassed, structural equation modeling facilitated elucidation of the relationships among the constructs. This analysis yielded three salient insights. First, Generation Z's engagement with food processing videos on streaming platforms is positively correlated with their subsequent purchasing behavior. Second, enriched community experience was correlated with strengthened brand identification. Third, both perceived trust and perceived risk had a constructive impact on behavioral intentions within Gen Z's demographic data. Based on these outcomes, food industry enterprises should proactively develop and bolster community experiential value, thereby encouraging streaming platform users to transform into brand consumers and advocates.
仅在英国，每年估计就有240万例食源性疾病病例，食品安全已成为利益相关者最为关注的问题。现代技术使流媒体平台成为传播信息的关键渠道。像YouTube这样的平台提供了食品生产过程的详细记录，让消费者能够广泛了解食品从农场到餐桌的全过程。这种透明度的提高不仅促进了对食品安全实践的严格监督，还征集了消费者对公众接触食品加工视频的反馈。基于计划行为理论（TPB），本研究通过感知信任、感知风险、社区体验和品牌认同等构念来扩展其框架，以评估台湾Z世代消费者的行为意图。通过收集到的226份有效回复，结构方程模型有助于阐明各构念之间的关系。该分析得出了三个显著的见解。第一，Z世代对流媒体平台上食品加工视频的参与度与他们随后的购买行为呈正相关。第二，丰富的社区体验与增强的品牌认同相关。第三，感知信任和感知风险对Z世代人口统计数据中的行为意图都有建设性影响。基于这些结果，食品行业企业应积极开发和提升社区体验价值，从而鼓励流媒体平台用户转变为品牌消费者和倡导者。
