Influence of online product presentation on consumers' trust in organic food A mediated moderation model
Yue, LQ; Liu, YM; Wei, XH; Liu, YM (reprint author), Cent S Univ, Business Sch, Changsha, Hunan, Peoples R China.
Indexed BySCIE ; SSCI
2017
Source PublicationBRITISH FOOD JOURNAL
Volume119Issue:7Pages:2724-2739
PublisherEMERALD
Publication PlaceBINGLEY
AbstractPurpose - 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.
KeywordOrganic food Trust Perceived risk Online product presentation Online review length
Department[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
Subject AreaFood Science & Technology
Project NumberHumanity 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]
Funding Project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
Funding OrganizationNSFC ; MOE ; LZU
DOI10.1108/BFJ-09-2016-0421
ISSN0007-070X
SubtypeArticle
Language英语
WOS IDWOS:000416122700015
First Inst
Citation statistics
Cited Times:3[WOS]   [WOS Record]     [Related Records in WOS]
Document Type期刊论文
Identifierhttp://ir.lzu.edu.cn/handle/262010/198108
Collection管理学院_工商管理&公共管理&信息管理
Corresponding AuthorLiu, YM (reprint author), Cent S Univ, Business Sch, Changsha, Hunan, Peoples R China.
Recommended Citation
GB/T 7714
Yue, LQ,Liu, YM,Wei, XH,et al. Influence of online product presentation on consumers' trust in organic food A mediated moderation model[J]. BRITISH FOOD JOURNAL,2017,119(7):2724-2739.
APA Yue, LQ,Liu, YM,Wei, XH,&Liu, YM .(2017).Influence of online product presentation on consumers' trust in organic food A mediated moderation model.BRITISH FOOD JOURNAL,119(7),2724-2739.
MLA Yue, LQ,et al."Influence of online product presentation on consumers' trust in organic food A mediated moderation model".BRITISH FOOD JOURNAL 119.7(2017):2724-2739.
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