Aihwa Chang, Chung-Hui Tseng and Min-yeh Chu
A food traceability system that provides detailed information on food production, processing, transfer, and distribution can create value in food exchange. This study aims to…
Abstract
Purpose
A food traceability system that provides detailed information on food production, processing, transfer, and distribution can create value in food exchange. This study aims to investigate which type of consumer personality places greater value on the food traceability label.
Design/methodology/approach
According to the meta-theoretic model of motivation and personality (3M), this study develops a framework that links personality traits with food safety issues. Data are collected from a survey of consumers in shopping malls. The research hypotheses are tested using structural equation modeling.
Findings
Based on the 3M hierarchical model, consumers who have open, conscientious, and extroverted personalities, and material and body needs tend to have higher needs for learning and health consciousness. They care more for food value and have positive perception of food traceability labels. This results in intentions to purchase products with a food traceability label.
Practical implications
Using their conclusions on the relationship of personality traits with a food traceability system, the authors provide suggestions for businesses planning marketing strategies to gain competitive advantages. For consumers, a food traceability system creates value in food exchange. Regarding policy concerns, the government should regulate the implementation of a food traceability label to disclose comprehensive information regarding food safety.
Originality/value
Although various constructs are linked to food traceability, few studies have focused on the value of food exchange. Consumers with specific personality characteristics have different perceptions and reactions to a food traceability system. This study can fill the knowledge gap regarding the relationship between the value of food exchange and consumer personality traits.
Details
Keywords
Chung-Hui Tseng and Tseng-Lung Huang
Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how…
Abstract
Purpose
Based on narrative theory, emotional contagion theory, and anticipated emotions theory, the purpose of this paper is to adopt an experimental design intended to understand how narrative advertising video on internet, narrator flow and online audience characteristics influence the health communication effects and depression prevention messages of public service advertisements.
Design/methodology/approach
This study uses two experimental designs. The first contrasts the effectiveness of persuasion between narrative and argument advertising videos on internet, while the second contrasts the effectiveness of persuasion between narrators with high and low flow. This study employed partial least squares path modeling to validate the research structure hypothesis.
Findings
Empirical results indicate that internet narrative advertising video is not direct, but rather draws on flow and positive anticipated emotions to stimulate the production of online audience intention to adopt health risk-reducing behaviors. Compared with narrative advertising video, which influences intention to adopt health risk-reducing behaviors through flow and positive anticipated emotions, narrator advertising video with an emotionally invested high-flow narrator can strengthen online audience intention to adopt risk-reducing behaviors more directly and positively.
Practical implications
The study results can provide elements to assist in the design of online advertising video on depression prevention and health promotion.
Originality/value
In this study, the dialogue among narrative theory, emotional contagion theory, and anticipated emotions theory is constructed, and an integrated conceptual framework is developed for the relationship between internet advertising video type and the health communication.