A new interpretation of the AISAS model: An empirical analysis of Chinese consumers’ perceptions of the food traceability system for aquatic and edible bird’s nest products

Abstract

Consumer behavior has changed due to the COVID-19 pandemic; however, the extent to which the traditional Attention, Interest, Search, Action, and Share (AISAS) consumer behavior model has been affected by the pandemic is underexplored. Simultaneously, food safety issues urgently require stronger protection due to the increasing demand for consumer health. This study aims to determine how the adoption of food traceability systems (FTS) influences consumer behavior and proposes a new interpretation of the AISAS model. Our findings confirm the validity of our model and provide theoretical support for the relationship between “trust” and “trace” in consumer behavior.