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题名: Influence of online product presentation on consumers' trust in organic food A mediated moderation model
作者: Yue, LQ; Liu, YM; Wei, XH
收录类别: SCIE ; SSCI
出版日期: 2017
刊名: BRITISH FOOD JOURNAL
卷号: 119, 期号:7, 页码:2724-2739
出版者: EMERALD
出版地: BINGLEY
英文摘要: Purpose - Against the background of industrialisation and modernisation of agriculture, food production issues and environmental hazards have become more and more obvious and consumers are increasingly concerned about food safety and health, which is strengthening demand for organic food. E-commerce provides a new channel for sales. Research on consumer trust in online organic food sales is the basis of network marketing. The paper aims to discuss these issues. Design/methodology/approach - A laboratory experiment was used to empirically test the effects of media richness on consumers' trust and the moderating effect of online review length. A 2 x 2 factorial design (i.e. two types of online product presentation formats (between-subject) x two levels of online review lengths (between-subject)) was used. Findings - Media richness has a significant positive effect on consumers' trust and that this effect is moderated by online review length. Meanwhile, perceived risk conveys the interaction effect of the media richness of online product presentation and online review length to trust. Practical implications - E-commerce websites should aim to promote organic food by using a variety of online product presentation formats and by presenting high quality online reviews in order to reduce consumers' perceived risk and improve their degree of trust when buying online. Originality/value - This paper provides a new insight into consumers' attitude of buying organic food online. The results of the research could provide proposals for promoting organic food sales online.
关键词: Organic food ; Trust ; Perceived risk ; Online product presentation ; Online review length
作者部门: [Yue, Liuqing] Hunan Agr Univ, Business Sch, Changsha, Hunan, Peoples R China ; [Yue, Liuqing ; Liu, Yongmei] Cent S Univ, Business Sch, Changsha, Hunan, Peoples R China ; [Wei, Xuhua] Lanzhou Univ, Sch Management, Lanzhou, Gansu, Peoples R China
通讯作者: Liu, YM (reprint author), Cent S Univ, Business Sch, Changsha, Hunan, Peoples R China.
学科分类: Food Science & Technology
文章类型: Article
所属项目编号: Humanity and Social Science Youth Foundation of the Ministry of Education of China [14YJC630180] ; National Natural Science Foundation of China [71602080, 71771219] ; Fundamental Research Funds for the Central Universities [17LZUJBWZD013]
所属项目名称: 国家自然科学基金项目 ; 教育部人文社会科学研究一般项目 ; 中央高校基本科研业务费专项资金
项目资助者: NSFC ; MOE ; LZU
语种: 英语
DOI: 10.1108/BFJ-09-2016-0421
ISSN号: 0007-070X
WOS记录号: WOS:000416122700015
第一机构:
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内容类型: 期刊论文
URI标识: http://ir.lzu.edu.cn/handle/262010/198108
Appears in Collections:管理学院_工商管理&公共管理&信息管理_期刊论文

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Recommended Citation:
Yue, LQ,Liu, YM,Wei, XH. Influence of online product presentation on consumers' trust in organic food A mediated moderation model[J]. BRITISH FOOD JOURNAL,2017,119(7):2724-2739.
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