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How Epidemic Closure and Value Appraisal Impact Cold Chain Products Adoption

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DOI: 10.23977/msom.2022.030303 | Downloads: 12 | Views: 511


Feng Luo 1, Junwei Gan 1, Wei Shang 2


1 School of Economics and Management, Sichuan Tourism University, No.459, Hongling Road, Chengdu, China
2 School of Management, Chengdu University of Information Technology, No.24 Block 1, Xuefu Road, Chengdu, China

Corresponding Author

Junwei Gan


From the perspective of epidemic control form, the work proposed a comprehensive resident behavior model of new cold chain food adoption and purchase in which foods' edibility, nutrition and fresh attributes are considered. In this study, two types of cold chain foods (Frozen Food) are selected as target foods for questionnaire survey. Structural equation models are established for two type frozen foods to explore how different epidemic control form impact residents’ purchase behavior through the joint effect of value appraisal and the moderator of Intelligence Storage Center. This study contributes to consumer behavior literature by revealing how different epidemic control forms influence consumers' decision-making by affecting their perception of the nutrition and fresh attributes of the cold chain foods through labels center moderator. It provides a new knowledge and theories for entrepreneurs and marketers in the cold chain food industry and will be helpful for the supplier and marketing of cold chain foods in Chinese cold chain food markets.


Epidemic control form, Edibility attribute, Nutrition and fresh attribute, Cold chain food, Purchase behavior


Feng Luo, Junwei Gan, Wei Shang, How Epidemic Closure and Value Appraisal Impact Cold Chain Products Adoption. Manufacturing and Service Operations Management (2022) Vol. 3: 22-36. DOI:


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