Government Trust, Consumer Perception, and Continuance Purchase Behavior of Imported Aquatic Products in the Context of COVID-19

The frequent detection of the COVID-19 virus in China's imported cold chain and related personnel in 2020 triggered changes in consumers' psychological perception and actual behavior. The present study examines the current situation of Chinese consumers' imported aquatic products purchase by employing consumer survey data, government trust, and their interaction terms on continuance purchase behavior under the background of the COVID-19 pandemic. The results indicated that government trust can directly or indirectly affect consumer's continuous purchase behavior of imported aquatic products. Additionally, safety risk perception significantly affects the continuous purchase behavior of the products. And government trust plays a significant positive moderating role in the impact of safety risk perception on the continuance purchase behavior. Furthermore, value perception has a significantly positive effect on the continuance purchase behavior. This study is of great practical significance to promoting the sustainable development of the imported aquatic products market in China.