| 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. |
| 2017
|
| Source Publication | BRITISH FOOD JOURNAL
 |
| ISSN | 0007-070X
|
| Volume | 119Issue:7Pages:2724-2739 |
| Abstract | 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. |
| Keyword | Organic food
Trust
Perceived risk
Online product presentation
Online review length
|
| Subject Area | Food Science & Technology
|
| Publisher | EMERALD
|
| DOI | 10.1108/BFJ-09-2016-0421
|
| Publication Place | BINGLEY
|
| Indexed By | SCIE
; SSCI
|
| Language | 英语
|
| First Inst | 否
|
| 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
|
| Project Number | 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]
|
| WOS ID | WOS:000416122700015
|
| Funding Organization | NSFC
; MOE
; LZU
|
| Subtype | Article
|
| 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 |
| Citation statistics |
|
| Document Type | 期刊论文
|
| Identifier | https://ir.lzu.edu.cn/handle/262010/198108
|
| Collection | 管理学院
|
| Corresponding Author | 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.
|
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