网络社会交互对农产品质量安全风险感知的影响研究  

Study on the impact of network social interaction on risk perception of agricultural product quality and safety

作　　者：朱凯 张群祥[1,2] ZHU Kai;ZHANG Qunxiang(College of Economics and Management,Zhejiang A&F University,Hangzhou 311300,Zhejiang;Rural Revitalization Academy of Zhejiang Province,Hangzhou 311300,Zhejiang)

机构地区：[1]浙江农林大学经济管理学院,浙江杭州311300 [2]浙江省乡村振兴研究院,浙江杭州311300

出　　处：《浙江农业科学》2025年第1期259-265,共7页Journal of Zhejiang Agricultural Sciences

基　　金：国家社会科学基金项目(19BGL179)。

摘　　要：在网络化时代,农产品质量安全事件频发,为促进政府和企业更好地把握消费者的社会交互行为,有针对性地制定和完善管理措施和政策,本文借鉴认知-情感-意动理论、信任转移理论,结合“土坑酸菜”事件,构建了网络社会交互对农产品质量安全风险感知的影响模型。研究共收集有效问卷406份,采用SPSS和AMOS实证分析了网络社会交互对农产品质量安全风险感知的影响,并探究了认知信任对上述关系的中介作用。研究发现,网络社会交互和认知信任会对农产品质量安全风险感知产生负向影响,网络社会交互会对认知信任产生正向影响,认知信任可以在网络社会交互与农产品质量安全风险感知之间起到中介作用。In the network era,agricultural product quality and safety incidents occur frequently.In order to promote the government and enterprises to better grasp the social interaction behaviors of consumers,and formulate and improve management measures and policies,this paper used the cognitive-emotion-ideation theory and trust transfer theory as reference,and combined the“muddy ground pickled vegetables”incident.A model of the influence of network social interaction on the risk perception of agricultural product quality and safety was constructed.A total of 406 valid questionnaires were collected.SPSS and AMOS were used to analyze the impact of online social interaction on the perception of agricultural product quality and safety risk,and the mediating role of cognitive trust on the above relationship was explored.The study found that network social interaction had a negative impact on the perception of agricultural product quality and safety risk,cognitive trust had a negative impact on the perception of agricultural product quality and safety risk,and network social interaction had a positive impact on cognitive trust.Cognitive trust could play an intermediary role between network social interaction and the perception of agricultural product quality and safety risk.

关 键 词：消费者 农产品质量安全 网络社会交互 认知信任 风险感知 

分 类 号：F322[经济管理—产业经济]