標題: The impacts of the food traceability system and consumer involvement on consumers' purchase intentions toward fast foods
作者: Chen, Mei-Fang
Huang, Chien-Hsien
經營管理研究所
Institute of Business and Management
關鍵字: Food traceability system (FTS);Perceived uncertainty;Perceived information asymmetry;Fears of seller opportunism
公開日期: 1-Oct-2013
摘要: This study aims to ascertain whether or not the Food Traceability System (FTS) can decrease an individual's perceived uncertainty and strengthen his/her purchase intention regarding fast foods. A website-based questionnaire study was conducted in Taiwan and a total of 435 valid subjects collected. The empirical results of structural equation modeling (SEM) analysis indicate that when a fast food store adopts FTS then consumers' perceived uncertainty can be reduced because both their perceived information asymmetry and fears of seller opportunism are also reduced, which in turn strengthen their purchase intentions regarding fast foods. In addition, with FTS, not only are both consumers' perceived product diagnosticity and informativeness are increased but consumers' trust in the farmers records kept for this system is also increased, which in turn mitigate both consumers' perceived information asymmetry and fears of seller opportunism. Finally, the higher the degree of involvement an individual has and the more FTS mitigates his/her perceived uncertainty, the higher his/her purchase intention regarding fast foods than otherwise. Based on the findings from this study, attempts are made to provide some suggestions to the public health sector and the fast food marketers to promote FTS. (C) 2013 Elsevier Ltd. All rights reserved.
URI: http://dx.doi.org/10.1016/j.foodcont.2013.03.022
http://hdl.handle.net/11536/22091
ISSN: 0956-7135
DOI: 10.1016/j.foodcont.2013.03.022
期刊: FOOD CONTROL
Volume: 33
Issue: 2
起始頁: 313
結束頁: 319
Appears in Collections:Articles


Files in This Item:

  1. 000320286900002.pdf