网络食品消费者风险感知能力影响因素的实证研究——以浙江省为例  

Empirical Research About The Influences of Perceived Risk of Food Customers Online——Take Zhejiang Province As An Example

作　　者：姜素芳[1] 潘琪[1] 陈志良[1] JIANG Su-fang;PAN Qi;CHEN Zhi-liang(Zhejiang Pharmaceutical College Business School,Ningbo 315100,China)

机构地区：[1]浙江医药高等专科学校商学院

出　　处：《中国食物与营养》2019年第6期37-42,共6页Food and Nutrition in China

基　　金：浙江省食品药品监管系统科技计划项目(项目编号:SP2018026);宁波市与中国社会科学院共建研究中心2017年度第一批研究课题(项目编号:NZKT201721)

摘　　要：目的:对浙江省网络食品消费者进行调查,构建结构方程模型来探讨消费者风险感知能力的影响因素。方法:采用SPSS和AMOS软件进行信度和效度分析、因子分析、路径分析和中介效应检验。结果:食品购买卷入程度和食品安全知识间接正向影响风险感知能力,信任程度直接正向影响风险感知能力;结论:对监管的建议是加强政府部门的公信力、强化食品企业的责任意识、引导媒体正确报道,对网络消费者进行安全意识教育,宣传食品安全知识,以此提升消费者的信任程度,提升消费者风险感知能力。Objective According to the survey data of food customers online in Zhejiang province,the structural equation model was built to examine the influences on the perceived risk. Method The structural equation model was validated by the reliability and validity analysis,the factor analysis,the path analysis,the mediator effect test using SPSS and AMOS software. Result The results indicated that food purchase involvement and food safety knowledge had indirect positive effect on the perceived risk,trust has direct positive effect on the perceived risk. Conclusion The government credibility should be strengthen,corporate responsibility be reinforced,media accurate reports be guided,also food safety awareness education and knowledge publicity be enhanced,then customers trust and perceived risk ability would be improved.

关 键 词：网络食品 食品安全 风险感知 结构方程 

分 类 号：F203[经济管理—国民经济]