信息质量、感知有用性与持续搜寻的关系——基于网络食品安全信息的调查

A Study on the Relationship between Information Quality,Perceived Usefulness and Continuance Search:Based on the Survey of Online Food Safety Information

[目的/意义]探讨食品安全信息质量,以及消费者对信息的感知有用性和持续搜寻行为,有利于提高食品安全信息发布质量,促进消费者的持续搜寻行为,形成食品安全信息交流的良性互动。[方法/过程]在文献综述的基础上,构建了以网络食品安全信息质量指标为自变量、感知有用性为中介变量和持续搜寻为因变量的影响关系模型,运用结构方程模型进行假设检验。[结果/结论]研究发现信息质量指标对感知有用性和持续搜寻的影响路径可分为四类:易理解性、冲突性和易获得性具有双重作用;客观性和及时性通过感知有用性对持续搜寻的间接影响显著而直接影响不显著;相关性仅对持续搜寻有直接影响;单一性无论是直接还是间接影响均不显著。

[ Purpose/Significance] Exploring the relation between food safety information quality, perceived usefulness and continuous searching behavior of consumers is beneficial to improve online food safety information quality, promote the continuous searching behavior of consumers and form well-developed interactive activities of food safety information exchange. [ Method/Process] Based on literature re- view, this study builds a research model of online food safety information quality indicators as independent variables, perceived usefulness as mediating variables, and continuous searching as dependent variables, and uses the structural equation modeling to verify the hypothe- sis. ~Result/Conclusion]The influence path of information quality indicators on perceived usefulness and continuous searching involves four types, and the study draws four conclusions as follows. First, comprehensible, conflicting and accessibility have both direct and indi- rect effect on continuous searching. Second, objectivity and timeliness have significant indirect effect through perceived usefulness on con- tinuous searching, while the direct effect is not significant. Correlation has significant direct effect on continuous searching. Singleness has not direct and indirect effect.