Research Article
Research on the Influencing Factors of Consumers' Willingness to Buy Food under the Background of New Media - Based on the Empirical Analysis of Consumers in Beijing
@INPROCEEDINGS{10.4108/eai.19-5-2023.2334280, author={Xinyue Ge and Xuan Zhao}, title={Research on the Influencing Factors of Consumers' Willingness to Buy Food under the Background of New Media - Based on the Empirical Analysis of Consumers in Beijing}, proceedings={Proceedings of the 2nd International Conference on Bigdata Blockchain and Economy Management, ICBBEM 2023, May 19--21, 2023, Hangzhou, China}, publisher={EAI}, proceedings_a={ICBBEM}, year={2023}, month={7}, keywords={new media; food safety; risk perception; risk communication; purchase intention}, doi={10.4108/eai.19-5-2023.2334280} }- Xinyue Ge
Xuan Zhao
Year: 2023
Research on the Influencing Factors of Consumers' Willingness to Buy Food under the Background of New Media - Based on the Empirical Analysis of Consumers in Beijing
ICBBEM
EAI
DOI: 10.4108/eai.19-5-2023.2334280
Abstract
The food safety problems occurred frequently in recent years, and the development of domestic market faces many challenges. It is of great significance to comprehensively understand the current situation of food safety risk perception and find the key factors affecting consumers' purchase intention, and improve the current situation of our food industry based on this. Using the information system, we collected 500 pieces of data about consumers' perception of food safety. Through constructing structural equation model, relevant factors affecting the purchase intention were analyzed, and it was found that consumers' purchase experience, risk attitude and trust level had a significant impact on the domestic food purchase intention. In order to promote the healthy development of our food industry, some suggestions were proposed to the food production enterprises, the government and the consumers.
