农产品安全事件中心理引导对风险感知的影响研究  

Research on the Infl uence of Psychological Guidance on Risk Perception in Agricultural Products Security Incidents

作　　者：周豪杰 张群祥[1] ZHOU Haojie;ZHANG Qunxiang(College of Economics and Management,Zhejiang A&F University Hangzhou,Zhejiang 311399)

机构地区：[1]浙江农林大学经济管理学院,浙江杭州311399

出　　处：《中国商论》2022年第1期40-44,共5页China Journal of Commerce

摘　　要：农产品质量安全事件一般具有聚焦性、突发性等特点,此类事件往往受到民众的广泛关注,对局部地区甚至是全社会造成不利。农产品质量安全事件极易引发民众强烈的负面情绪和高水平的风险感知,扭曲实际的农产品安全风险,造成民众过度反应。本研究运用实证方法来探讨心理引导在农产品质量安全事件当中对民众风险感知的影响。研究发现:积极心理引导负向影响民众的风险感知;消极心理引导正向影响民众的风险感知;积极心理引导正向影响民众的乐观情绪,负向影响民众的悲观情绪;消极心理引导正向影响民众的悲观情绪,负向影响民众的乐观情绪;乐观情绪和悲观情绪在心理引导和风险感知之间起到部分中介作用。Agricultural products’quality and safety incidents generally have the characteristics of focus,suddenness,etc.Such incidents often draw extensive attention from the public,and have an adverse impact on local areas and even the entire society.Agricultural products’quality and safety incidents can easily trigger strong negative emotions and high-level risk perceptions among the people,which distorts actual agricultural product safety risks and causing overreactions.This study uses empirical methods to explore the impact of psychological guidance on people’s risk perception in agricultural products’quality and safety incidents.The study found that:positive psychological guidance negatively affects people’s risk perception,while negative psychological guidance positively affects people’s risk perception;positive psychological guidance positively aff ects people’s optimism and negatively aff ects people’s pessimism;negative psychological guidance positively aff ects the pessimism of the people,and negatively aff ects the optimism of the people;optimism and pessimism play a part of mediating role between psychological guidance and risk perception.

关 键 词：风险 心理引导 民众情绪 风险感知 

分 类 号：F322[经济管理—产业经济]