Research on Digital Lifestyle and Food Safety Risk Information Sharing Intention

The purpose of this study was to explore the differences in food safety risk information sharing intentions among different clusters. 347 valid questionnaires were collected through the network questionnaire. The digital lifestyle was divided into seven dimensions by the exploratory factor analysis. Through the cluster analysis, consumers were divided into three clusters: digital technology enthusiasts, digital technology laggards, digital technology neutrals. The results of the one-way multivariate analysis of variance (one-way MANOVA) showed that there were significant differences between the digital technology enthusiasts and the digital technology laggards in the public and non-public sharing intentions of food safety risk information, and there were significant differences between the digital technology laggards and the digital technology neutrals in the non-public sharing intentions.