How to believe? Building trust in food businesses' consumers based on psychological contracts

IF 3.4 3区 经济学 Q1 AGRICULTURAL ECONOMICS & POLICY
Weihua Wang, D. Yang, Yaqin Zheng
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引用次数: 1

Abstract

PurposeThe purpose of this study is to understand the psychological mechanism that affects consumer trust by focusing on the formation and influence process of psychological contracts, and taking this opportunity, explore the influence paths of food quality, food safety and service quality on consumer trust in the online food market, and provide theoretical suggestions for building trust in food businesses' consumers.Design/methodology/approachThis study is based on an empirical investigation and uses partial least square structural equation modeling for analysis. Survey data were collected online from 359 APP users of online food transaction platforms in China.FindingsFood quality, food safety and service quality influence consumer trust through the mediating effects of relational and transactional psychological contracts. However, the differences between these influencing paths are obvious and shift with changes in the marketing channels.Practical implicationsThis study contributes to the body of consumer trust research by exploring online food transactions as an emerging trend in China. Some optimization strategies for food quality, food safety and service quality are provided for enterprises involved in online food transactions.Originality/valueThis is a pioneering study revealing psychological contracts as a missing but significant mediator between consumer trust and its antecedents.
如何相信?基于心理契约建立对食品企业消费者的信任
目的本研究旨在通过关注心理契约的形成和影响过程,了解影响消费者信任的心理机制,并以此为契机,探索网络食品市场中食品质量、食品安全和服务质量对消费者信任的影响路径,并为建立食品企业消费者信任提供理论建议。设计/方法论/方法本研究基于实证调查,并使用偏最小二乘结构方程建模进行分析。调查数据来自中国359个在线食品交易平台的APP用户。结果表明,食品质量、食品安全和服务质量通过关系心理契约和交易心理契约的中介作用影响消费者信任。然而,这些影响路径之间的差异是明显的,并随着营销渠道的变化而发生变化。实际含义本研究通过探索在线食品交易作为中国新兴趋势,为消费者信任研究做出了贡献。为参与在线食品交易的企业提供了一些食品质量、食品安全和服务质量的优化策略。独创性/价值这是一项开创性的研究,揭示了心理契约是消费者信任及其前因之间缺失但重要的中介。
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来源期刊
British Food Journal
British Food Journal 工程技术-食品科技
CiteScore
6.90
自引率
15.20%
发文量
219
审稿时长
18-36 weeks
期刊介绍: After 115 years, the British Food Journal (BFJ) continues to be highly respected worldwide for its broad and unique interdisciplinary coverage of the latest food-related double blind peer-reviewed research. It links all sectors of this dynamic industry, keeping abreast of emerging trends, topical and controversial issues and informing and stimulating debate. - See more at: http://emeraldgrouppublishing.com/products/journals/journals.htm?id=bfj#sthash.O3wH4pEh.dpuf
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