区块链食品可追溯体系 对消费者购买意愿的影响研究  

Study on the Influence of Blockchain Food TraceabilitySystem on Consumers’ Purchase Intention

作　　者：李平[1] 谢陈湄漪 辜康 周玲[1] LI Ping;XIE Chenmeiyi;GU Kang;ZHOU Ling(School of Business Administration,Hunan University,Changsha,Hunan 410082,China)

机构地区：[1]湖南大学工商管理学院,湖南长沙410082

出　　处：《财经理论与实践》2024年第6期139-146,共8页The Theory and Practice of Finance and Economics

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

摘　　要：区块链食品可追溯体系相比于企业自建的食品可追溯体系具有去中心化等优势,基于信号理论,通过三个情景模拟实验研究发现:相比于企业自建的食品可追溯体系,区块链食品可追溯体系更能提升消费者购买意愿,感知信息可信度在其中起到中介作用,而企业声誉和消费者专业知识水平分别对这一中介效应产生了调节作用:企业声誉越高,区块链食品可追溯体系对购买意愿的提升作用越弱;消费者专业知识水平越高,区块链食品可追溯体系对购买意愿的提升作用越强。结论丰富了信号理论在该领域的运用,为企业选择食品可追溯体系类型提供了理论指导。Compared to self-built food traceability system,blockchain-based system offer advantages such as decentralization.Based on signal theory,this study uses three scenario simulation experiments and finds that blockchain-based traceability system is more effective than self-built system in enhancing consumers’purchase intention.Perceived information credibility serves as a mediating factor in this relationship.Moreover,both corporate reputation and consumer expertise level moderate this mediating effect:a higher corporate reputation weakens the impact of blockchain-based traceability system on purchase intention,while a higher level of consumer expertise strengthens this impact.These findings expand the application of signal theory in the context of food traceability system and provide valuable theoretical insights for companies in selecting the most suitable traceability system.

关 键 词：信号理论 食品可追溯体系 区块链 购买意愿 感知信息可信度 

分 类 号：F270[经济管理—企业管理]