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On the other hand, it facilitates rapid circulation and exchange of user-generated content over time ( Macias et al., 2009). On the one hand, it absorbs users as much as possible and provides an immediate, participatory, continuous, and collaborative mode of interaction for each user ( Ding, 2009). Thus, the inexorable rise of social media to challenge, and even replace, the functions, and roles of traditional media can perhaps be attributed to several obvious innate characteristics. Food safety is the focus of public health and people’s livelihood, and the succession of food safety incidents in the recent years has caused consumers to distrust food safety, causing huge economic losses.
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This study contributes some important suggestions and managerial implications for food safety promotion providers, practitioners, and academics in the food industry, and social media environment.īeyond traditional media, such as television, newspapers, and magazines, social media has gained unprecedented popularity in food safety issues and became another major source of food safety information for people today ( Rutsaert et al., 2014). Furthermore, positive technology readiness had significant effects on the relationship between the perceived ease-of-use, usefulness, confirmation, satisfaction, and continuance intention toward food safety information. The results showed that the perceived ease-of-use, usefulness, and confirmation indirectly affected social media continuance usage intention through satisfaction perceived ease-of-use, usefulness, and satisfaction were the direct determinants that affected the users’ social media continuance intention. Based on the questionnaire collected from 289 Facebook users, this study assessed the integrated model of the expectation-confirmation theory and technology acceptance model with technology readiness as moderator.
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To understand the users’ needs and satisfaction, this study proposed a model to develop and evaluate the antecedents of continuance intention toward food safety information from social media. With the proliferation of food safety incidents in recent years, social media has often been a major channel for public engagement in risk communication because of its social networking and immediate interaction. Virtual community websites are one of the applications that provide a platform for people with common interests to extend their social relations in social media. 2Chulalongkorn Business School, Chulalongkorn University, Bangkok, Thailand.1Department of Business Administration, Shu-Te University, Kaohsiung, Taiwan.Hsinyeh Tsai 1, Yu-Ping Lee 1 and Athapol Ruangkanjanases 2*