Study On The Influence Of Food Traceability System On Consumer Purchase Intention

In the context of frequent food safety problems,information shortages and chaotic management,the food traceability system is attracting more and more attention.It is of great significance to explore the consumption motive and behavior based on consumer food traceability system,for guiding food enterprises to adopt effective strategies to cause consumption,for ensuring food safety and quality,and for promoting healthy and orderly development of food industry.This study constructs the traceability food consumer purchase intention model,analyzes the impact of traceability system on perceived information asymmetry and then on consumer purchase intention,including information quality,reliability,safety and product diagnosticity,and explores the moderating role of consumer food involvement.This study uses the information asymmetry theory and involvement theory for empirical research,and through the questionnaire survey of consumers,using SPSS 20.0 and AMOS 20.0 statistical software on the relevance of relevant variables to grasp,and carries on the analysis using structural equation model.The findings show that(1)the information quality,reliability and product diagnosticity of food traceability system affect consumer perceived information asymmetry,and(2)the perceived information asymmetry and purchase intention are positively associated,(3)while consumer food involvement has differential effects on the relationship between food traceability system and consumer perceived information asymmetry.After a detailed discussion of the research results,this study puts forward relevant rationalization suggestions,and summarizes the research limitations and future research directions.The research of this study will enrich the exposition and explanation of the willingness of consumers to purchase traceable food,and provide theoretical support and practical suggestions for the implementation and management of traceability system for food enterprises.