How to believe? Building trust in food businesses' consumers based on psychological contracts

Datos Bibliográficos

ID21296041
AutoresWeihua Wang (0000-0002-3099-0223, Anhui University of Finance and Economics), Dong Yang (0000-0002-6382-0706, Anhui University of Finance and Economics), Yaqin Zheng (Anhui University of Finance and Economics)
Año2024
Volumen126
Número5
Páginas1958-1980
Fecha de publicación2024-04-09
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaBritish Food Journal (JOURNAL)
Identificadores de la revistaISSN: 0007-070X • E-ISSN: 1758-4108
EditorialEmerald (PUBLISHER)
DOI10.1108/bfj-01-2023-0066
OpenAlexW4385202003
IdiomaEN
Citas recibidas6
Referencias citadas79

Purpose The purpose of this study is to understand the psychological mechanism that affects consumer trust by focusing on the formation and influence process of psychological contracts, and taking this opportunity, explore the influence paths of food quality, food safety and service quality on consumer trust in the online food market, and provide theoretical suggestions for building trust in food businesses' consumers. Design/methodology/approach This study is based on an empirical investigation and uses partial least square structural equation modeling for analysis. Survey data were collected online from 359 APP users of online food transaction platforms in China. Findings Food quality, food safety and service quality influence consumer trust through the mediating effects of relational and transactional psychological contracts. However, the differences between these influencing paths are obvious and shift with changes in the marketing channels. Practical implications This study contributes to the body of consumer trust research by exploring online food transactions as an emerging trend in China. Some optimization strategies for food quality, food safety and service quality are provided for enterprises involved in online food transactions. Originality/value This is a pioneering study revealing psychological contracts as a missing but significant mediator between consumer trust and its antecedents

Business · Consumer behaviour · Database transaction · Food safety · Originality · Psychological contract · Quality (philosophy) · Service (business) · Structural equation modeling · Transaction cost · Transactional leadership · Consumer Behavior in Brand Consumption and Identification · Customer Service Quality and Loyalty · Digital Marketing and Social Media · Marketing · Psychology · Social Psychology