Determinants of Consumers' Trust in Biotech Brands and Purchase Intentions towards the Cord Blood Products.

The development of the biotech industry is in full swing, and consumers have begun to value biotech brands. Since biotech products often focus on the future or special benefits, consumers inevitably bear certain risks when purchasing biotech products, and their trust in the biotech brand will have an important impact on their purchase intention. Previous studies have lacked a targeted understanding of consumer trust in biotech brands and a discussion of cultural viewpoints. This study introduced the concept of personal connections in Chinese relationalism and trust strategies in Chinese society to address this gap. In-depth interviews and focus group discussions were conducted in collaboration with Company X, a listed Taiwanese cord blood company, to extract the key factors influencing consumer trust and purchase intention of biotech brands. After constructing the structure model, the study was validated using a structural equation model through investigation and survey. The findings indicated that consumer trust in biotech brands was constructed by a combination of kinship trust transfer and emergent trust transfer within the consumer relationship network, as well as institutional trust and professional trust outside the relationship network and that a significant positive correlation existed between consumer trust in biotech brands and purchase intention. The acquaintances within the consumer relationship network include not only relatives and friends but also health care workers and netizens that consumers come into contact with. In addition, kinship trust transfer and emergent trust transfer within the consumer relationship network have a greater impact on trust in biotech brands than the institutional trust and professional trust outside the relationship network. The findings of this study deepen the understanding of consumer trust in biotech brands across cultures, and suggest that future marketing communication should be expanded to include key players within the consumer relationship network.

Novel strategy for food safety risk management and communication: Risk identification for benzoic acid residues in pickled vegetables.

Benzoic acid (BA) is widely used as an antimicrobial preservative to prolong the shelf-life of pickled vegetables. A method for rapidly determining the BA content in forty pickled vegetable samples was developed by coupling ultrasonic extraction with surface-enhanced Raman scattering (SERS) and an adaptive iteratively reweighted penalized least-squares (AirPLS) algorithm. The results obtained with this method were compared and correlated with those from high-performance liquid chromatography measurements. Amplification of the Raman scattering via the SERS effect was induced by gold nanoparticles (AuNPs) when BA was irradiated with a 785 nm laser. The AirPLS algorithm was used to reduce the background interference signal, which was also amplified. The amplified Raman scattering effect of BA in the pickled vegetables displayed a positive and significant correlation with the HPLC concentration of BA, with high reproducibility. For HPLC determination of the concentration of BA in the range of 0-820 ppm, the BA monomer's intensity of the 944-1,005 cm-1 and 1,366-1,373 cm-1 peaks, and BA dimer's intensity of the 1,025 cm-1 and 1,465-1,482 cm-1 peaks in the SERS spectrum were respectively converted to the Z-ratio BA monomer and Z-ratio BA dimer standard scores by Z-Score conversion. The sum's (Z-ratio BA monomer + Z-ratio BA dimer) sensitivity was 100%, and specificity was 90.9% by receiver operating characteristic curve. This study found that a Raman spectroscopy-based monitoring method can be one of the fastest screening inspection options that can complete an analysis within a short period of time and produce reliable results. This approach is particularly cost-effective, which makes it suitable for the initial screening of raw materials and provides an effective management strategy easy to communicate with food safety officials.

Determinants of the Public Health Promotion Behavior: Evidence from Repurchasing Health Foods for Improving Gastrointestinal Tract Functions.

Researchers believe that health foods can promote health and that the consumption of health foods can effectively help people to maintain their health. This study mainly adopted the health belief model (HBM) integrated with perceived behavioral control to investigate the repurchase behavior of consumers with regard to health foods that improve gastrointestinal functions. We obtained 550 valid questionnaires from consumers who had purchased gastrointestinal health foods and conducted structural equation modeling. Results from our analysis revealed that perceived susceptibility, perceived severity, perceived benefits of action, and perceived behavioral control exert a positive influence on repurchase intention and that perceived barriers of action exerts a negative influence on repurchase intention. Furthermore, repurchase intention was found to have a positive impact on repurchase behavior. The results of this study can be used as a reference for health food marketing strategies and public health behavior promotions.