Research on the Influence of Blockchain-based Food Traceability Systems on Con-sumer Patronage Intentions
Blockchain can effectively solve the food safety problems caused by information asymmetry in the food supply chain,but the research on how its related technology can be applied and work in the retailer port is still very limited.Therefore,based on the retailer's perspective and trust theory,the impact of blockchain food traceability system on consumers'willingness to patronise is investigated through three consumer experiments.The results show that:consumers are more inclined to patronise retail shops that adopt blockchain food traceability systems(Experiment 1);retailer trust(competence,goodwill,and integrity)plays a mediating role(Experiment 2);this mediating role is moderated by advertising appeals,and altruistic appeals are more likely to enhance consumer trust and patronage intention through blockchain systems than self-interested appeals(Experiment 3).Therefore,food retailers should actively adopt the blockchain food traceability system and pay attention to the use of corresponding advertising strategies,and the government can better manage food safety issues by vigorously promoting the application of the blockchain food traceability system in retail.
万方数据
维普
