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Article Information:
Trust in Online Food Purchase Behavior: An Exploration in Food Safety Problem for Produce E-retailers
Zhehui Xiao, Jinlong Zhang, Dekui Li and Chinling Chen
Corresponding Author: Zhehui Xiao
Submitted: January 19, 2015
Accepted: February 14, 2015
Published: July 10, 2015 |
Abstract:
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This study develop a theoretical framework describing the trust-based decision making process when a consumer makes a purchase from a given food website. Online food safety problems have become increasingly prominent, which has brought great harm to online food shopping. Survey data from 374 subjects were used to test the proposed model and structural equation modeling was performed to analyze the measurement and structural models. The findings show that trust in the website and trust in the vendor are critical determinants of perceived risk and intention to purchase. Furthermore, the majority of the antecedents are positively affecting consumer trust. These findings show that the food vendor and website managers can enhance trust by providing a secure and user-friendly food shopping environment.
Key words: Consumer trust, food safety, online food shopping, perceived risk, , ,
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Cite this Reference:
Zhehui Xiao, Jinlong Zhang, Dekui Li and Chinling Chen, . Trust in Online Food Purchase Behavior: An Exploration in Food Safety Problem for Produce E-retailers. Advance Journal of Food Science and Technology, (10): 751-757.
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ISSN (Online): 2042-4876
ISSN (Print): 2042-4868 |
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