政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/71137

政大典藏 > College of Commerce > Department of Business Administation > Periodical Articles > Item 140.119/71137

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/71137

Title:	VALUE CREATION FROM A FOOD TRACEABILITY SYSTEM BASED ON A HIERARCHICAL MODEL OF CONSUMER PERSONALITY TRAITS
Authors:	張愛華曾忠蕙朱敏曄 Chang, Aihwa Tseng, Chung-Hui Chu, Min-yeh
Contributors:	企管系
Keywords:	Consumer behaviour;Food safety;Personality
Date:	2012-04
Issue Date:	2014-11-06 14:17:59 (UTC+8)
Abstract:	Purpose– A food traceability system that provides detailed information on food production, processing, transfer, and distribution can create value in food exchange. This study aims to investigate which type of consumer personality places greater value on the food traceability label. Design/methodology/approach– According to the meta-theoretic model of motivation and personality (3M), this study develops a framework that links personality traits with food safety issues. Data are collected from a survey of consumers in shopping malls. The research hypotheses are tested using structural equation modeling. Findings– Based on the 3M hierarchical model, consumers who have open, conscientious, and extroverted personalities, and material and body needs tend to have higher needs for learning and health consciousness. They care more for food value and have positive perception of food traceability labels. This results in intentions to purchase products with a food traceability label. Practical implications– Using their conclusions on the relationship of personality traits with a food traceability system, the authors provide suggestions for businesses planning marketing strategies to gain competitive advantages. For consumers, a food traceability system creates value in food exchange. Regarding policy concerns, the government should regulate the implementation of a food traceability label to disclose comprehensive information regarding food safety. Originality/value– Although various constructs are linked to food traceability, few studies have focused on the value of food exchange. Consumers with specific personality characteristics have different perceptions and reactions to a food traceability system. This study can fill the knowledge gap regarding the relationship between the value of food exchange and consumer personality traits.
Relation:	British Food Journal, 115(9), 1361-1380
Data Type:	article
DOI link:	http://dx.doi.org/10.1108/BFJ-11-2011-0286
DOI:	10.1108/BFJ-11-2011-0286
Appears in Collections:	[Department of Business Administation] Periodical Articles

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