Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)

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Impact of Traceability Technology on Purchase Decisions in Fresh Food E-commerce

Authors
Zichao Liao1, Xiaogang Lin1, Kangning Jin1, *
1School of Management, Guangdong University of Technology, Guangzhou, 510520, Guangdong, China
*Corresponding author. Email: jkn991129@163.com
Corresponding Author
Kangning Jin
Available Online 20 December 2022.
DOI
10.2991/978-94-6463-030-5_50How to use a DOI?
Keywords
Fresh Food E-commerce; Traceable Fresh Food; Blockchain; Purchase Decision; Consumer Behavior
Abstract

Driven by information technology advances and COVID-19, the fresh food e-commerce industry has seen tremendous growth. However, the fresh e-commerce platform has a tiny market share, owing to quality assurance, food safety trust, and other factors. Built by blockchain, the fresh food traceability system is considered an effective means to crack the development dilemma. This paper constructs a theoretical research model of traceable fresh food consumer behavior based on the Technology Acceptance Model theory and investigates consumers’ traceability cognition (CTC), perceived usefulness (PU), social influence (SI), perceived ease of use (PEOU), attitudinal disposition (AD), and purchase intention (PI) by conducting a structural analysis of 230 questionnaires. The results indicate that, firstly, a higher level of CTC leads to a positive impact on PEOU but not PU. Secondly, SI positively affects PEOU and has the same effect on CTC and PU. Thirdly, PEOU and PU will promote PI by positively affecting AD. In the end, the author based on the findings makes recommendations to promote the growth of fresh e-commerce by blockchain technology.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
Series
Atlantis Highlights in Intelligent Systems
Publication Date
20 December 2022
ISBN
978-94-6463-030-5
ISSN
2589-4919
DOI
10.2991/978-94-6463-030-5_50How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Zichao Liao
AU  - Xiaogang Lin
AU  - Kangning Jin
PY  - 2022
DA  - 2022/12/20
TI  - Impact of Traceability Technology on Purchase Decisions in Fresh Food E-commerce
BT  - Proceedings of the 2022 International Conference on Bigdata Blockchain and Economy Management (ICBBEM 2022)
PB  - Atlantis Press
SP  - 494
EP  - 505
SN  - 2589-4919
UR  - https://doi.org/10.2991/978-94-6463-030-5_50
DO  - 10.2991/978-94-6463-030-5_50
ID  - Liao2022
ER  -