Facebook users' intentions in risk communication and food-safety issues

This research attempts to address Facebook use intention for food safety issues in the social media context. This new open-access information environment, which coexists with traditional media and other new media channels, poses new questions about the effectiveness of Facebook use in the social media era. The study aims to examine the risk communication strategic impact by Facebook in the context of food safety issues. Specifically, this study adopts a web survey, multiple regression analysis and FsQCA analysis to address the research hypotheses from 652 consumers. Research results find that risk perception, emotion, social trust and support are the key determinants of Facebook use intention for the potential power of Facebook as an efficient tool of risk communication. The author also discusses theoretical and managerial implications of research findings.