Exploring The Impact Of Food Traceability System’s Usage On The Consumer Confidence In The Food Safety

Food safety is the emerging problem for the countries in the world. Foodtraceability system may solve the problem. To explore the impact of food traceabilitysystem’s usage on the consumer confidence in the food safety, can develop thedeterminants of the consumer confidence in the food safety in theoretic, also provide thereasonable strategies of refreshing the consumer confidence in the food safety andimproving the food traceability according to the consumer psychological characteristics.In the course of food traceability system’s usage impacting the consumer confidence inthe food safety, dividing the consumer confidence in the food safety into twodimensions: optimism and pessimism should not be ignored. Exploring the impact offood traceability system’s usage both on the optimism dimension and on the pessimismdimension separately is very important.Based on the structural equation model and empirical research methods, weconduct the research about the food traceability system’s usage impacting the consumerconfidence in the food safety, explain the process through the view of trust andperceived risk and verify the mediation effect of consumer perceived risk about foodsafety between the above relationship. In the basis of relative theories, we construct themodel about the impact of food traceability system’s usage on the consumer confidencein the food safety and propose two kinds of hypotheses: significant hypothesis andmediation effect hypothesis. Then we design the questionnaire, collect data, verify theproposed model and finally draw the conclusion.We find that (1)while consumer perceived risk about the food safety reduces orconsumer trust in the food producers increases, consumer confidence in the food safetywill be enhanced, that is, optimism dimension will be increased and pessimism will bereduced;(2) food traceability system’s usage has a negative effect on the consumerperceived risk about the food safety significantly, but has insignificant effect on theconsumer trust in the food producers；(3)consumer perceived risk about food safety hasa fully mediation effect on the relationship of food traceability system’s usgae impactingthe negative consumer confidence in the food safety.