The impact of nutritional information labels on consumer attitudes and behaviors in online food customization

This study aims to investigate the impact of BMI as well as the presence or absence of nutrition information labels on consumer satisfaction, purchase intention, continued use intention and willingness to recommend during online food customization process. Though many study pay attention to online consumer customization, few previous studies focused on the influence of BMI and nutrition label in online food customization. Drawing on consumer behavior theory, experiments as well as questionnaire survey were conducted with 32 participants to address this issue. Results showed that under the food online customization situation, nutritional information labels can raise consciousness of consumers to keep fit and healthy, but have a negative effect on the shopping experience, promoting consumption, increasing consumer stickiness and word of mouth marketing. Furthermore, shopping experience of women is better than men. Suggestions about website design and service are put forward. Both theoretical and practical implications are discussed.