本研究採用結構方程模型進行驗證，透過兩階段網路問卷共蒐集544份有效樣本。研究結果顯示，資訊透明化與個性化設定皆能有效提升三種信任構面，其中以「資訊透明化經由感性信任影響採用意圖」的路徑效果最為顯著，為驅動採用意圖的關鍵歷程，亦顯示情感信任在技術接受中扮演強力中介角色。進一步分析亦指出，寵物依附性與飼養經驗會顯著干擾技術特性對信任構面的影響路徑。高度依附者在面對資訊揭露與推薦設計時，對制度性與情感性信任的形成較為保留；反之，經驗豐富的飼主則能更有效轉化技術特性為制度、互動與感性層面的信任感知。 ;As pets increasingly become regarded as family members, pet owners exhibit high emotional involvement and heightened risk sensitivity when purchasing pet food. These characteristics have made information asymmetry and fractured brand trust critical barriers to market development. Blockchain technology, with its features of immutability and traceability, has been identified as a potential solution to enhance information transparency and institutional assurance. However, existing research has primarily focused on technological applications and supply chain efficiency, with limited attention to how consumers form adoption intentions through multiple sources of trust during interactions with blockchain systems. This issue is particularly salient in emotionally charged markets such as pet food, where the interplay between trust and emotional response warrants deeper investigation.
This study employed structural equation modeling (SEM) and collected 544 valid responses through a two-stage online survey. The results indicate that both information transparency and personalized settings significantly enhance three types of trust. Among them, the path from information transparency to adoption intention via emotional trust demonstrated the strongest effect, highlighting emotional trust as a key mediating factor in blockchain adoption. Further analysis revealed that pet attachment and ownership experience significantly moderate the effect of technological features on trust formation. Highly attached pet owners showed more cautious attitudes toward forming institutional and emotional trust when facing transparency and recommendation designs, while experienced owners were more capable of translating technological features into institutional, interactive, and emotional trust perceptions.
