Agricultural product blockchain traceability systems can effectively reduce the risk of information failure in traditional traceability systems and ensure the safety of agricultural products.However,in practical application,it also faces the problem of difficulty in establishing consumer trust,which seriously hinders the popularization and development of blockchain technology in the agricultural product industry.Based on expectation violation theory,this paper uses content analysis,machine learning and association rules to explore the influencing factors and mechanisms of consumer trust in the traceability system.The results show that the information authentication and technical features of the agricultural product blockchain traceability system can enhance the level of consumer trust.In addition,consumer expectation violation,geographical indication of agricultural products and product category play significant moderating roles between system characteristics and consumer trust.This paper not only expands the relevant research on consumer trust under the scenario of blockchain traceability,but also provides new ideas for the further application of blockchain in the field of agricultural product traceability.
维普
万方数据