“…First, by analyzing the total impact of the research framework, this study confirms the significance of food quality and safety, as highlighted in previous studies (Yu et al, 2017;Kuttschreuter et al, 2014;Mol, 2014), and compares their respective impacts in an online context. The findings reveal that while food safety concerns are prevalent in the Chinese food market (Ji and Ko, 2021;Mirosa et al, 2020;Thomas and Feng, 2021), food quality is the primary factor in establishing consumer trust during online food transactions. This aligns with similar research conducted in different countries (Konuk, 2018, Pedersen et al, 2023, demonstrating that the product attributes of food remain fundamental in maintaining a marketing relationship in the online environment.…”