PACIS 2022 Proceedings

Paper Number

1193

Abstract

The continuing development of digital technologies creates expanding opportunities for information transparency. The use of traceability systems provides trace-back information that is helpful for increasing consumer trust. This study examines the effects of trace-back information on consumer trust in the context of food safety. This research employs Commitment-Trust Theory as a theoretical lens, a framework to enhance knowledge of consumer trust in relation to trace-back information. The study used consumer-based questionnaire surveys for data collection, and structural equation modelling techniques were employed to test structural models. The findings show when consumers perceive risk, they use traceability systems to obtain additional product-related information. The trace-back information informs consumers thereby increasing trust that in turn increases their purchase intentions. The findings contribute to the knowledge of traceability-based trust literature and provide far-reaching implications for IS-practitioners in business.

Share

COinS
 

When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.