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
Hsin-Hui Lin, Wan-Chu Yen, Yi-Shun Wang and Yen-Min Yeh
The purpose of this paper is to explore the effects of consumer role (involved vs observing) on consumer responses in the context of online group buying (OGB) service failures.
Abstract
Purpose
The purpose of this paper is to explore the effects of consumer role (involved vs observing) on consumer responses in the context of online group buying (OGB) service failures.
Design/methodology/approach
A scenario simulation method with a 2×3 factorial design was used to investigate the impact of consumer role (i.e. involved consumers and observing consumers) on consumer responses (i.e. perceived quality, negative electronic word-of-mouth (eWOM), and switching intention). The moderating role of seller offering type (i.e. physical products, true services, and pseudo services) on the relationship between the consumer role and responses was also tested.
Findings
The differences in perceived quality, negative eWOM, and switching intention between involved consumers and observing consumers were significant. Further, seller offering type moderated the relationship between consumer role and consumer response.
Practical implications
These findings provide several important theoretical and practical implications in regard to OGB service failure and recovery.
Originality/value
This study enriches OGB and service failure literature by a pioneering investigation of how consumer roles respond to OGB service failures and how different seller offering types influence the relationship between consumer role and consumer response. The results will help service providers of OGB benefit from enhancing their service recovery strategies to cope with OGB service failures.