Examing Factors Affecting Consumer Confidence In Food Safety Based On Online Purchasing

Online purchsing has a wide range of convenience for consumers and acceptedby many consumers,however,there are still some limitations in online purchasing，(such as they can not real feel the products and contact with the products when theypuchase online, and also the consumers can not make sure that whether it is safe topay through the Internet),it is these limitations maked it harder to the buyers tojudge the quality of the food,what is more,there may be some uncertainty in theconsequences of the online purchase,so there are still a lot of online buyers do notwant to purchase food online.On the other hand,food security accidents havehappened frequently which makes consumers concern more about food safety andconsummer confidence in food safety also took a hit.Researches have focused onconsumer online purchasing behavior and analysis of factors of consumerconfidence in food safety under traditional consume ways, which have not reflectedthe contact between online purchasing and consumer confidence in food safety.Thisarticle combined these two social phenomena to study the influence factors ofconsumer confidence in the safty of food based on purchase online.Based on the Valence Framework Theory、Two-Dimension Structure and theCue Utilization Theory,this article establish a model in which trust and perceivedrisk are regarded as the direct factors of the consumer confidence in foodsafety.Given the features of online purchasing,this article models from bothobjective factors of e-commerce sites and subjective factors of individualconsumers.And assumptions in the model insist of significant assumptions:thesignificant assumption of the relationship between trust and consumer confidence infood safety、the significant assumption of the relationship between perceived riskand consumer confidence in food safety、 the significant assumption of therelationship between the objective factors of the e-commerce sites(site reputationand site information quality)and trust、the significant assumption of the relationshipbetween the subjective factors of the individual consumers(experience of foodonline purchase and risk preference)and risk;in the meantime，the article used these assumptions to contrast between the men samples and women samples.In order to verify the assumptions,this article access to data throughquestionnaires and the results sopported the assumptions.The results showed thattrust and perceived risk have had a significnt impact on consumer confidence infood safety,and the objective factors of the e-commerce sites(site reputation and siteinformation quality) have had a significant impact on consummer confidence infood safety through trust,while the subjective factors of the individualconsumers(experience of food online purchase and risk preference) have had asignificant impact on consumer confidence in food safety through peceived risk.Thearticle also maked comparative assumptions and used the same model to contrastthe assumptions between the men samples and women samples，the results showedthat the influence between trust and consumer confidence in food safety has nosignificant difference in consumers of different gender，while both the influencebetween perceived risk and consumer confidence in food safety and the influencebetween the subjective factors of the individual consumers and perceived risk werestronger in the women samples than the men samples,while the influence betweenthe objective factors of the e-commerce sites and trust was stronger in the mensamples than the women samples.