Can Information Clues Promote Consumers'Willingness to Pay a Premium for Cross-border E-commerce Food?
Clarifying the impact mechanism of information clues on consumers'willingness to pay premiums is of great significance for reducing information asymmetry in the food market and promoting high-quality development of the food industry.Taking cross-border e-commerce food as the research context,based on the Fine Processing Model(EML),this study explores the mechanism of the relationship between information clues and consumers'willingness to pay a premium.Research has shown that information quality,information presentation,information traceability,and information identification have a significant positive impact on the willingness to pay premiums;The product involvement has a mediating effect between information quality,information presentation,information traceability,information identification,and willingness to pay premium;Nutritional safety awareness plays a positive moderating effect on information presentation,information traceability,and product involvement.Based on this,management strategies such as improving the information governance system,constructing online intelligent sensing modules,developing traceability transmission systems,promoting nutrition labeling systems,creating information experience scenarios,and building media promotion matrices are proposed to promote the healthy development of the cross-border e-commerce food industry.
Information cluesProduct involvement degreeWillingness to pay premiumCross border e-commerce food
万方数据
维普
