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Shiwen Wang

Doctor of Philosophy
Study Completed: 2016
Massey Business School


Thesis Title
Chinese Students' Trust in the Safety of Food Purchased through Online Channels

Read article at Massey Research Online: MRO icon

In order to examine the trust of the Chinese in the safety of food purchased online, a survey was conducted on students from four Chinese universities in 2013. Based on this survey, a multi-factor conceptual model of trust in the safety of food purchased online was developed. This model consisted of two separate determinants: food safety and the online shopping environment. Mr Wang found that traceability, media, financial risk and delivery risk have a significant impact on trust in online food safety. New Zealand food industries that export to China should consider these factors that influence sales via the internet.

Professor Steve Flint
Dr Paul Perry
Professor Dongjing Wang

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