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.
收录类别SCIE ; SSCI
2017
发表期刊BRITISH FOOD JOURNAL
卷号119期号:7页码:2724-2739
出版者EMERALD
出版地BINGLEY
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
学科领域Food Science & Technology
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]
资助项目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
DOI10.1108/BFJ-09-2016-0421
ISSN0007-070X
文章类型Article
语种英语
WOS记录号WOS:000416122700015
第一机构
Citation statistics
???java.ItemTag.Counts???3[WOS]   ???java.ItemTag.WOS.Record???     ???java.ItemTag.WOS.Related-Records???
文献类型期刊论文
条目标识符http://ir.lzu.edu.cn/handle/262010/198108
Collection管理学院_工商管理&公共管理&信息管理
通讯作者Liu, 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.
Files in This Item:
There are no files associated with this item.
Service
Recommend this item
Sava as my favorate item
Show this item's statistics
Export Endnote File
Altmetrics Score
谷歌学术
谷歌学术Similar articles in Google Scholar
[Yue, LQ]'s Articles
[Liu, YM]'s Articles
[Wei, XH]'s Articles
百度学术
百度学术Similar articles in Google Scholar
[Yue, LQ]'s Articles
[Liu, YM]'s Articles
[Wei, XH]'s Articles
必应学术
必应学术Similar articles in Google Scholar
[Yue, LQ]'s Articles
[Liu, YM]'s Articles
[Wei, XH]'s Articles
Related Copyright Policies
Null
???item.sidebar.baidu.bookmark-share???
???jsp.display-item.all??? (0)
[???jsp.display-item.idea???]
???jsp.display-item.comment-text2???
Items in IR are protected by copyright, with all rights reserved, unless otherwise indicated.