消费者对农产品质量安全网络舆情的响应研究--以2019年央视“3·15”曝光“化妆土鸡蛋”事件为例  

Responses of consumers to public opinions on agro-food quality and safety-Case study of the“make-up free-range eggs”incident exposed by CCTV on“3·15”,2019

作　　者：钱群丽 刘星 姚春霞[1] 李祥洲[2] 廉亚丽[2] 宋卫国[1] QIAN Qunli;LIU Xing;YAO Chunxia;LI Xiangzhou;LIAN Yali;SONG Weiguo(Institute for Agri-food Standards and Testing Technology,Shanghai Academy of Agricultural Sciences,Shanghai 201403,China;Institute of Quality Standard and Testing Technology for Agro-products,Chinese Academy of Agricultural Sciences,Beijing 100081,China)

机构地区：[1]上海市农业科学院农产品质量标准与检测技术研究所,上海201403 [2]中国农业科学院农业质量标准与检测技术研究所,北京100081

出　　处：《上海农业学报》2022年第2期129-135,共7页Acta Agriculturae Shanghai

基　　金：上海市科委平台项目(18DZ2292300);上海市农业科学院科研专项[农科应基2021(10)]。

摘　　要：为实现科学监管及引导网络舆情正确走向,应对农产品质量安全舆情事件的关键环节之一是掌握消费者对网络舆情的响应情况。以“3·15化妆土鸡蛋”事件为例,通过问卷调查研究消费者对农产品质量安全网络舆情信息响应的相关因素。结果表明:该事件引起了各媒体及消费者的广泛关注,在网络上呈现出多个不同观点,引发舆情关注。对消费者的调研分析发现,消费者的性别、年龄、家庭每日食用鸡蛋量等基本特征与消费者传播、转发、关注舆情信息等行为因素呈显著正相关。58.89%的消费者通过新媒体“三微一端”关注和传播舆情,新媒体已成为舆情传播、发酵的主要场所。事件标题、发布事件的媒体权威性、是否当季农产品等是引发消费者对舆情信息关注的重要因素。“3·15化妆土鸡蛋”舆情事件对消费者的购买意愿产生了较大的负面影响。In order to scientifically supervise and guide online public opinions to right direction,the key link to deal with agro-food quality and safety incidents is to master the response of consumers on public opinions.Based on the“3·15”international day for protecting consumers’rights make-up free-range eggs incidents,Correlative factors of consumers’response to online public opinions of agro-food quality and safety were investigated by the questionnaire survey system.The results showed that the incidents attracted extensive attention from media and consumers,were widely commented on the Internet,and led to online public opinions.The survey found that the basic characteristics of consumers,such as the genders,ages and daily consumption of eggs,were positively correlated with consumers’behavioral factors to spread and pay attention to public opinions,and the correlation were statistically significant.Consumers following and spreading public opinions through the new media of“Micro blog,Wechat,Micro video,News client”accounted for 58.89%,suggesting that the new media have become the main media of public opinion communication and fermentation.The title of the event,the authority of the media releasing the event,whether the seasonal agro-food or not were the important factors to arouse consumers’attention to public opinions.The“3·15”international day for protecting consumers’rights make-up free-range eggs incident had a great negative impact on consumers’purchase intentions.

关 键 词：土鸡蛋 农产品质量安全 舆情 消费者 

分 类 号：F322[经济管理—产业经济] G203[文化科学—传播学]