The Application of E-Commerce in Food Traceability System - Based on the Analysis of Consumers' Behavior of Online Searching for Traceability Information

E-commerce is applied to food traceability system. Chinese consumers just contact this new method which is acquiring food traceability information by network. This paper makes use of 1757 sample data collected from thirteen cities and builds logit model to analyze consumers' usage of this new method to promote the application and integration of ecommerce in food traceability system. The result indicates that consumers' behavior of online searching for traceability information is strongly affected by factors like their network usage capability, knowledge and attitude to information searching methods, trust on the information and income.