基于食品安全风险感知对消费者行为的影响研究——以山东省社区团购情景下的生鲜食品消费为例  

Research on the Impact of Food Safety Risk Perception on Consumer Behavior

作　　者：蔡岩兵[1] 刘一鸣 刘洁琼 CAI Yan-bing;LIU Yi-ming;LIU Jie-qiong(Shandong Technology and Business University,Yantai 264005,China)

机构地区：[1]山东工商学院半岛经济研究院,山东烟台264005 [2]山东工商学院金融学院,山东烟台264005 [3]山东城市服务职业学院现代商务系,山东烟台264000

出　　处：《山东工商学院学报》2024年第5期104-114,共11页Journal of Shandong Technology and Business University

基　　金：山东省社科规划研究项目“食品安全监管消费者满意度及其影响因素分析”(18CGLJ08)。

摘　　要：基于相关文献,构建一个食品安全风险感知对消费者行为的研究模型并提出相应的研究假设,利用线上问卷采集数据,运用pearson相关分析和结构方程模型进行实证研究,探讨消费者在社区团购平台购买生鲜产品时的食品安全风险感知对其消费行为的影响。结果显示,卷入程度和风险态度对消费者的食品安全风险感知具有显著的正向效应;消费者的风险感知对减少风险行为具有显著的正向影响,并且消费者也会根据感知到的食品安全风险采取不同的应对措施。Based on the relevant literature,this study constructs a research model of food safety risk perception on consumer behavior and puts forward corresponding research hypotheses by using online questionnaires to collect data,Pearson correlation analysis and structural equation model to conduct empirical research in order to explore the impact of food safety risk perception on consumers’consumption behavior when purchasing fresh products on community group buying platforms.The results show that the degree of involvement and risk attitude have a significant positive effect on consumers'food safety risk perception.Consumers’risk perception has a significant positive impact on risk reduction behaviors,and consumers will also take different response measures according to the perceived food safety risks.

关 键 词：社区团购 食品安全 风险感知 消费者行为 

分 类 号：TS201.6[轻工技术与工程—食品科学] F713.55[轻工技术与工程—食品科学与工程]