The influence of the diffusion of food safety information through social media on consumers’ purchase intentions: An empirical study in China
Data Technologies and Applications
ISSN: 2514-9288
Article publication date: 10 May 2019
Issue publication date: 7 June 2019
Abstract
Purpose
The purpose of this paper is to investigate how the diffusion of food safety information through social media affects customers’ purchase intentions in China. This leads to the identification of the critical factors that impact the purchase intention of individual consumer through the diffusion of food safety information using social media in China.
Design/methodology/approach
A research model is proposed based on a comprehensive review of the related studies. Such a model is then tested and validated using structural equation modeling based on the survey of 199 individuals who have experience in purchasing food products online while having social media accounts.
Findings
The study reveals that friend recommendation and perceived risk directly affect consumers’ purchase intentions and opinion leader recommendation, quality of information, credibility of information and demand for information indirectly affect consumers’ purchase intentions through the diffusion of food safety information using social media in China.
Originality/value
This study is the first of this kind in China for exploring the critical factors that affect consumers’ purchase intentions through the diffusion of food safety information using social media. The findings of the study are significant for the government and food enterprises to make a full use of the advantages of social media to improve the communication of food safety information in ensuring the safety of the food supply in China.
Keywords
Acknowledgements
This research is sponsored by the National Key R&D Program of China (2017YFC1600605) and the project of Beijing Philosophy and Social Science (17GLB013).
Citation
Cui, L., Jiang, H., Deng, H. and Zhang, T. (2019), "The influence of the diffusion of food safety information through social media on consumers’ purchase intentions: An empirical study in China", Data Technologies and Applications, Vol. 53 No. 2, pp. 230-248. https://doi.org/10.1108/DTA-05-2018-0046
Publisher
:Emerald Publishing Limited
Copyright © 2019, Emerald Publishing Limited