Research On Willingness To Adoption Of Food Safety Information For Middle-Aged And Elderly Users’ In WeChat Platform

Objective: In order to analyze the identification and acceptance status of food safety information in WeChat among middle-aged and elderly people,this paper established a research model of influencing factors on the adoption intention of WeChat food safety information,trying to find an effective food safety information service channel for middle-aged and elderly people.Methods: This paper established a new adoption model combining unified theory of acceptance and use of technology 2(UTAUT2)about influencing factors on the adoption intention of WeChat food safety information,and perceived risk was introduced into the new model according to the characteristics of user and WeChat social media.To test the research model,offline and online survey were administrated,and 401 responses were collected.The model was verified and modified by AMOS21.0.Results: The structural equation model was well fitted,the factors affected behavioral intention from high to low as followed: facilitating conditions(β=0.278),hedonic motivation(β=0.271),price value(β=0.262),performance expectancy(β=0.234),effort expectancy(β=-0.179),perceived risk(β=0.087),social influence(β=0.082);the influence coefficient of behavioral intention on use behavior(β=0.940).Among middle-aged and elderly people who use WeChat,the number of women is prefer to use WeChat than man,the relatively young people are more likely to use WeChat,and the number of people who use WeChat gradually increases with the improvement of educational background.Conclusion: Performance expectancy,hedonic motivation,perceived risk,effort expectancy,price value,facilitating conditions have positive impact on behavioral intention(P<0.05);social influence has no significant impact on behavioral intention(P>0.05);behavioral intention has positive impact on use behavior(P<0.05).When facing food safety information services for middle-aged and elderly people,we should strengthen the review of information,expand the applicability of information content,and provide reliable information services to meet users’ needs.