区块链食品可追溯系统对消费者惠顾意愿的影响研究  

Research on the Influence of Blockchain-based Food Traceability Systems on Consumer Patronage Intentions

作　　者：李平[1] 辜康 谢陈湄漪 周玲[1] LI Ping;GU Kang;XIE Chen-mei-yi;ZHOU Ling

机构地区：[1]湖南大学工商管理学院

出　　处：《科学决策》2024年第8期113-127,共15页Scientific Decision Making

基　　金：国家社会科学基金项目(项目编号:21BGL104);湖南省自然科学基金项目(项目编号:2022JJ30179)。

摘　　要：区块链能有效解决食品供应链中因信息不对称导致的食品安全问题,但是其相关技术在零售商端口如何应用且发挥作用的研究仍非常有限。因此,立足于零售商视角,基于信任理论,通过三个消费者实验,探究了区块链食品可追溯系统对消费者惠顾意愿的影响。结果表明:消费者更加倾向于惠顾采用区块链食品可追溯系统的零售商店(实验一);零售商信任(能力、善意、正直)在其中发挥中介作用(实验二);该中介作用受到广告诉求的调节,相比利己诉求,利他诉求更能通过区块链系统提升消费者的信任与惠顾意愿(实验三)。因此,食品零售商应积极采用区块链食品可追溯系统并注意配合使用相应的广告策略,政府可通过大力推动区块链食品可追溯系统在零售中的应用来更好地治理食品安全问题。Blockchain can effectively solve the food safety problems caused by information asymmetry in the food supply chain,but the research on how its related technology can be applied and work in the retailer port is still very limited.Therefore,based on the retailer’s perspective and trust theory,the impact of blockchain food traceability system on consumers’willingness to patronise is investigated through three consumer experiments.The results show that:consumers are more inclined to patronise retail shops that adopt blockchain food traceability systems(Experiment 1);retailer trust(competence,goodwill,and integrity)plays a mediating role(Experiment 2);this mediating role is moderated by advertising appeals,and altruistic appeals are more likely to enhance consumer trust and patronage intention through blockchain systems than self-interested appeals(Experiment 3).Therefore,food retailers should actively adopt the blockchain food traceability system and pay attention to the use of corresponding advertising strategies,and the government can better manage food safety issues by vigorously promoting the application of the blockchain food traceability system in retail.

关 键 词：区块链食品可追溯系统 惠顾意愿 零售商信任 广告诉求 

分 类 号：C939[经济管理—管理学]