| Approximately 300,000 people are poisoned by food each year in China,and the frequent food poisoning incidents in recent years have renewed concerns about food safety.Lack of necessary safe food knowledge is an important cause of food poisoning.Therefore,how to promote consumers integrate into the safe food knowledge transfer process and assist them in making safe food choices is an urgent problem to be solved to reduce food poisoning.Mobile health applications are health-related applications that run on mobile devices.Although promoting safe food knowledge transfer is an important function of mobile health applications,little attention has been paid in the existing literature to the role that mobile health applications plays in safe food knowledge transfer and the mechanisms by which safe food knowledge transfer affects willingness to make safe food choices.Therefore,this paper explores the relationship between knowledge transfer and consumers’ safe food choice intention from the perspective of safe food knowledge transfer,using consumers’ attitude as a mediating variable,and focuses on the moderating role of mobile health applications affordances in the relationship between knowledge transfer and consumers’ safe food attitude,which is important for the improvement of mobile health applications competitiveness and the broadening of safe food enterprise promotion channels..Using affordance theory,rational behavior theory and knowledge transfer-related theories as theoretical guides,this paper focuses on whether there is a mediating role of attitude in the knowledge transfer process of safe food and consumers’ willingness to choose safe food,and the moderating role of m Health app availability in the knowledge transfer of safe food and consumers’ attitude.In this study,a mixed method of qualitative and quantitative research was used to conduct an empirical study.Previous scholars’ research scales were used as references,and questionnaires were designed by combining the characteristics of mobile health applications.A total of 451 questionnaires were collected through interviews and questionnaires,and SPSS 25.0 and Smart PLS 3.0 software were used to test the data empirically.The empirical study found that safe food knowledge transfer significantly and positively influenced consumers’ attitude;attitude played a significant positive influence on choice intention;consumers’ safe food attitudes mediated the relationship between safe food knowledge transfer and consumers’ safe food choice intention;the association of mobile health apps positively moderated the relationship between safe food knowledge provision and safe food attitude;and visibility positively moderated the relationship between safe food knowledge acquisition and safe food attitude.Based on the above conclusions,and taking into account the current situation of mobile health mobile health applications development,this study provides practical insights on how safe food companies can develop promotional strategies and how mobile health applications can update the management of knowledge transfer functions.Since the public is very concerned about the quality and safety of food,this study suggests that safe food companies use the information channels of mobile health applications and their professional identities in the food field to share safe food knowledge and increase users’ recognition of safe food from the perspective of knowledge transfer.At the same time,mobile health applications should make full use of their social media role to help users establish relational association and content association;and improve the human-computer interaction interface to optimize the real-time interactivity of the application.The information exchange mechanism of the platform also needs to be optimized,and the community module should be vigorously developed to encourage users to interact and exchange. |
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