消费者对网络食品安全信息的风险感知与影响研究  

Study of risk perception of online food safety information and its effects

作　　者：唐晓纯[1] 赵建睿 刘文[3] 李强[3] 戴岳[3] 李笑曼[1] 

机构地区：[1]中国人民大学农业与农村发展学院,北京100872 [2]中国人民大学统计学院,北京100872 [3]中国标准化研究院,北京100088

出　　处：《中国食品卫生杂志》2015年第4期456-463,共8页Chinese Journal of Food Hygiene

基　　金：国家自然科学基金(71173225);十二五国家科技支撑计划(2012BAK17B01-2);质检公益性行业科研专项(201010068);质检总局科技项目资助(2010QK339)

摘　　要：目的随着新媒体的发展,网络信息曝光的食品安全问题引起消费者的高度关注,也影响着消费者的行为和情绪反应。开展消费者风险感知研究,对提高风险沟通的有效性具有指导意义。方法利用6个大中城市的1 083份问卷调查数据,进行统计学分析和模型计量。结果消费者对饮食导致健康危害的风险担忧,仅次于环境污染,而总体的食品安全风险感知处于中等偏上水平。网络信息受到消费者高度关注,并有近8成的人认为信息真实可信;政府作为信息发布主体,最受消费者信任,其门户网站也位于信任的首位。SEM结构方程模拟结果,得到4个潜变量与风险感知明显相关的影响路径;回归分析表明,年龄、受教育程度、家庭月收入对消费者风险感知具有明显负向影响。结论应用大数据研究国家层面的消费者食品安全风险感知数据和特征,建立双向互动的风险交流机制,推动网络媒体在社会共治中的积极作用。Objective As new media developed, food scandals exposed by Internet cause consumers＇ concern and influence consumers＇ behaviors and emotional reactions. Therefore, the study of consumers＇ risk perception is instructive to improve the risk communication efficiency. Methods This paper was based on the survey data from 1 083 questionnaires of six cities, and showed the result of statistical and econometric analysis. Results According to the ranking of consumers＇ concern, diet hazard followed subsequently environment pollution, which was considered to be the greatest risk. In general, consumers＇ risk perceptions were above the average level. The information from network got high attention from consumers, and nearly 80% consumers thought such information was believable. Government and its portals, as the main information dissemination, got highest trust from consumers. Based on the structure model analysis, four latent variables had significant correlation with the route of risk perception. By the regression analysis, it was demonstrated that age, education level, and family income per month had significantly negative impact to consumers＇ risk perception. Conclusion It is important to utilize big data for exploring consumers＇ food safety risk perception at the national level, along with establishing interactive risk communication among consumers and government. Such researches are able to promote the positive role of network media in food safety co-regulation.

关 键 词：网络食品安全信息 风险感知 信息真实性 关注度 信任 风险交流 

分 类 号：F724.6[经济管理—产业经济] R155.5[医药卫生—营养与食品卫生学]