消费者自我保护意识对食品安全消费行为影响实证研究  

An Empirical Study on the Impact of Consumer′s Self-protection Awareness on Their Consumption in Terms of Food Safety

作　　者：姚燕燕[1] 范颖 YAO Yanyan;FAN Ying(Fuzhou University of International Studies and Trade, Fuzhou 350001, China)

机构地区：[1]福州外语外贸学院,福建福州350001

出　　处：《河南工程学院学报（社会科学版）》2021年第2期37-42,共6页Journal of Henan University of Engineering(Social Science Edition)

基　　金：福建省社科后期资助重大项目(FJ2018YHQZ012)。

摘　　要：近年来,食品安全事件越来越受到媒体和公众的关注,引发消费者对食品企业及监管者的信任危机。消费者位于食品安全链的末端,其消费行为决策受食品安全影响更大。立足消费者角度,基于151份消费者问卷调查及实证分析,明确了影响消费者基于食品安全自我保护的购买行为的因素,结果表明食品特征、主观规范、情境因素及消费者信任均对消费行为有积极影响,其中食品特征影响力最大,且食品特征、主观规范和情境因素可通过消费者信任进一步对消费行为产生影响。In recent years,food safety incidents have caught increasing attention from the media and the public,triggering a crisis of consumers′trust on the food industry and the regulators.While consumers are at the end of the food chain,their behavior decisions are more affected by food safety.From the perspective of consumers,based on 151 consumer questionnaire surveys and an empirical analysis,the factors are analyzed that affect definitely consumers′consumption behavior on account of their self-protection caused by food safety.The results show that food characteristics,subjective norms,contextual factors,and consumers′trust have positive influence on consumers′consumption behavior.Among the factors,food characteristics have the greatest influence,and food characteristics,subjective norms and contextual factors can have further influence on consumers′consumption behavior through consumers′trust.

关 键 词：消费者 食品安全消费 自我保护意识 影响因素 

分 类 号：F713.55[经济管理—市场营销]