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電子商務外文翻譯--在食品安全危機中,信任度對于的消費者行為有決定性影響-電子商務(參考版)

2025-01-23 03:18本頁面
  

【正文】 the perceived behavioural control, PBC. The perceived behavioural control refers to the consumers’ perceptions of their ability to perform a given behaviour. In analogy to the attitudinal beliefs, perceived behavioural control is determined by control beliefs, . beliefs about the presence of factors that facilitate or impede the performance of the behaviour in question. Control beliefs are mostly determined through the consumer’s individual experiences, but also through information and experience of the social environment that influences the subjectively perceived difficulty of performing the behaviour in question. The more resources and opportunities individuals assume to possess, and the fewer impediments they anticipate, the greater is their perceived control over the behaviour (Ajzen, 1991, p. 196). Accordingly, the consumer’s perceived behavioural control varies across situations and actions. The TPB is illustrated in figure 1. Figure 1: The Theory of Planned Behaviour. Source: Ajzen (1991, p. 182). 4 With reference to the previously discussed determinants of consumer behaviour under uncertainty, the TPB has been extended by Mazzocchi et al. (2021) towards the inclusion of trust, T , as an additional predictor of consumer behaviour. Trust was shown to be a crucial prerequisite for consumers to engage in economic interactions under uncertainty when the obtainment of plete information can only be ascertained at prohibitively high costs. This applies particularly for the credence qualities of a good (Darby and Karni, 1973, p. 69). Since trust under certainty, however, is tantamount to knowledge, any extension of the theory needs to include the element of risk, likewise. Consequently, emphasis will be put on the consumer’s perceived risk. The introduction of trust and perceived risk into the TPB has not affected the consumer’s nonvolitional beliefs, . the perceived behavioural control and its direct influence on the consumer’s intention to perform a given behaviour. The system is expected to model the average relation among the global variables and the behavioural intention and ought to assess whether these relations vary according to other factors. In consideration of the fact that particularly information and sociodemographic variables ultimately determine the consumer’s (volitional) beliefs, another extension of the original theory in order to prehensively explain consumer behaviour under uncertainty seems inevitable (Mazzocchi et al., 2021). This conceivable revision of the TPB is depicted in figure 2. Figure 2: The Theory of Planned Behaviour – Extended (SPARTA model) Due to a low correlation between certain determinants, the model was simplified as follows. 5 Figure 3: The SPARTA II Model. Source: Modified from Mazzocchi et al., 2021b, p. 23 3 Empirical Analysis of Trust as a Determinant of Consumer Behaviour Data The element of trust and its alleged impact on the consumer’s intention to purchase was empirically assessed through a panEuropean survey prising 2,725 thirty minute facetoface, inhome interviews with the family member responsible for purchase and/or preparation of food (Dierks, 2021). The interviews were conducted in spring 2021 throughout the United Kingdom, France, Italy, the Netherlands, and Germany. Since a sampling frame significant at national level for those in charge of purchasing food is nearly impossible, it is obvious to maintain the household as the sampling unit and to ensure that the respondent is representative for the entire household. The sample is based on simple random sampling and probabilistic extraction which guarantees national representativeness. Within the scope of European Commission’s research project Food Risk Communication and Consumers’ Trust in the Food Supply Chain, countryspecific observations were transmitted to the University of Reading where the data was collated and processed. Subsequent to its conversion into a single data set, elementary statistical analyses and estimations were performed and then placed at the disposal of the respective cooperating institutions. This task was mostly performed by Lobb et al. (2021), Mazzocchi et al. (2021), and Cavicchi et al. (2021), whose efforts provide the data basis for the analyses conducted. Quantifying Trust Within the scope of the survey, respondents were asked to indicate their trust in information provided by selected sources on a seven point Likert scale. In an adjacent step, a factor analysis was performed on 451 German observations. Following a varimax rotation, the factor analysis yields five well distinguishable principal ponents whose loadings are depicted in table 1. Table 1: Principal ponent loadings for trust in food safety information Components of Trust Information Source TM TF TI TA TV Shopkeepers 6 Supermarket Organic Shop Specialty Store Farmers /Breeders Processors Health Officials University Scientists National Food Authority Government Political Groups Environmental Groups Animal welfare Organisations Consumer Organisations European Food Safety Authority Television documentary Television news / current affairs Television advertising Newspapers Inter Radio Magazines Product Label Component Label Media Food Chain Independent Alternative Lobbies Note: A varimax rotation with Kaiser Normalisation has been conducted. The rotation converged in six iterations. Values exceeding are printed bold. In an adjacent step, a cluster analysis (hierarchical kmeans cluster analysis) was performed on the observations. In accordance with the panEuropean findings, the analysis was preset to three clusters (Dierks, 2021). Results are illustrated
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