基于风险认知的消费者食品安全负面信息口传意向研究
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摘要
近年来，食品安全负面信息事件“非正常”演化越来越频繁，消费者食品安全恐慌心理也越来越严重。在食品安全负面信息事件中，当消费者的风险认知超过正常升高阈值时，就会进行夸大性口传，推动事件从“正常”向“非正常”方向演化。
研究的主要目的是探析风险认知视角的消费者食品安全负面信息口传意向形成，并在此基础上讨论如何对食品安全负面信息事件的传播过程进行干预，预防食品安全负面信息事件“非正常”发展。
研究沿着以下的思路展开：首先，在经验观察前提下，运用风险认知、消费者购买行为等理论，进行口传意向形成机理理论演绎；接着，对理论演绎出的研究变量界定概念、进行变量之间关系的假设，推理出口传意向形成机理变量关系图；第三，运用结构方程模型方法，检验口传意向形成机理变量关系；第四，在前面研究成果的基础上提出管理启示。
研究获得了三个方面的有价值的结果和结论：
（1）口传行为视角的负面信息风险认知。概念界定和操作定义了口传行为视角的负面信息风险认知，其包括信息风险、危害风险、企业风险、政府风险和行业风险五个维度15个问项，并通过了信度和效度验证。
（2）基于风险认知的消费者负面信息口传意向形成机理。①内外部机理是：信任、风险认知、口传态度、口传回避以及口传意向五个变量及其变量关系形成了内部机理，负面信息刺激、个体特征作为外部变量影响到内部机理。②内部机理是：口传态度对口传回避不产生影响，信任、风险认知对口传回避产生显著影响；口传态度、风险认知、信任都对口传意向产生显著影响。③外部对内部影响机理是：负面信息刺激变量（专业程度、严重程度、归属程度）对总风险认知影响显著，对部分风险维度影响显著；消费者个体特征变量(涉入程度、知识水平)对部分风险维度影响显著。④以风险认知及其维度为主线的机理。由外部变量对风险认知及其各维度的影响，以及风险认知及其各维度对口传回避和口传意向的影响构成。
（3）管理启示。利用上述的研究成果，对企业、政府、消费者三个主体在食品安全负面信息传播过程中的行动进行指导。其中，消费者教育和消费者辅导在本文中首次提到。
In recent years, with negative information on food safety event developing toward“abnormal” more and more frequent, consumers’ scary psychology on food safety hasalso been more and more serious. In such event, customers would exaggerate it by oraltransmission while their perception of risk has been beyond normal rising thresholdvalue. It moved the event from "normal" toward "abnormal" situation.
The aim of this thesis is to analysis consumers’ negative information on food safetytransmission intention formation mechanism from risk perception, furthermore, todiscuss how to interfere propagating events of negative information on food safety andto prevent its "abnormal" development.
Study was beginning to unfold train of thought as follows: first, on the premise ofexperience observation, by using theories of the risk perception and consumers’purchasing behavior, it deduced formation mechanism theory from the oral transmissionintention.Then, by defining deduced variable and giving hypothesis relationshipbetween variable, it reasoned variable relationship diagram of the mechanism; Thirdly,it used the structural equation model method to inspect variable relationship of themechanism; Fourthly, it brought out management enlightenment on the premise offoregoing research results. Research acquired valuable conclusion in three aspects:
(1)The risk perception of oral transmission behavior. To definite concept andoperation and develop the risk perception measurement scale including fivedimensions---information risk, hazard risk, enterprise risk, government risk andindustry risk---15questions in total, and testify reliability and validity.
(2)Consumer’s negative information oral transmission intention formationmechanism based on risk perception.1)External and internal mechanism was that: trust,risk perception, attitudes, avoidance and intention of oral transmission, each andbetween the variables formed oral intention internal mechanism which was affected bynegative information stimulus variable, the individual characteristic variables asexternal factors.2)internal mechanism was that: oral transmission intention did not takeaffect on oral transmission avoidance, trust, risk perception impacted oral transmissionavoidance appreciably, oral transmission attitudes, risk perception and trust impacted oral transmission intention appreciably.3) the external effecting the internal mechanismwas that: negative information stimulus variable(Professional degree, order of severity,Degree of attribution) influenced general risk conception and partial risk divisionsignificantly;customers individual characteristic variables (involvement degree,know-how)influenced partial risk division significantly.4)the mechanism taking riskperception and its dimension as a masterstroke. It was made up of the influence ofexternal variables to the risk perception and the influence of each dimension, and riskperception and different dimensions on oral transmission avoidance and intention.
(3)Management enlightenment. Foregoing research results can be used to guide theaction of enterprise, government and consumers as three main bodies in the process ofnegative information on food safety dissemination. Among these theories, consumereducation and consumer guidance initial were mentioned in this thesis.
研究的主要目的是探析风险认知视角的消费者食品安全负面信息口传意向形成，并在此基础上讨论如何对食品安全负面信息事件的传播过程进行干预，预防食品安全负面信息事件“非正常”发展。
研究沿着以下的思路展开：首先，在经验观察前提下，运用风险认知、消费者购买行为等理论，进行口传意向形成机理理论演绎；接着，对理论演绎出的研究变量界定概念、进行变量之间关系的假设，推理出口传意向形成机理变量关系图；第三，运用结构方程模型方法，检验口传意向形成机理变量关系；第四，在前面研究成果的基础上提出管理启示。
研究获得了三个方面的有价值的结果和结论：
（1）口传行为视角的负面信息风险认知。概念界定和操作定义了口传行为视角的负面信息风险认知，其包括信息风险、危害风险、企业风险、政府风险和行业风险五个维度15个问项，并通过了信度和效度验证。
（2）基于风险认知的消费者负面信息口传意向形成机理。①内外部机理是：信任、风险认知、口传态度、口传回避以及口传意向五个变量及其变量关系形成了内部机理，负面信息刺激、个体特征作为外部变量影响到内部机理。②内部机理是：口传态度对口传回避不产生影响，信任、风险认知对口传回避产生显著影响；口传态度、风险认知、信任都对口传意向产生显著影响。③外部对内部影响机理是：负面信息刺激变量（专业程度、严重程度、归属程度）对总风险认知影响显著，对部分风险维度影响显著；消费者个体特征变量(涉入程度、知识水平)对部分风险维度影响显著。④以风险认知及其维度为主线的机理。由外部变量对风险认知及其各维度的影响，以及风险认知及其各维度对口传回避和口传意向的影响构成。
（3）管理启示。利用上述的研究成果，对企业、政府、消费者三个主体在食品安全负面信息传播过程中的行动进行指导。其中，消费者教育和消费者辅导在本文中首次提到。
In recent years, with negative information on food safety event developing toward“abnormal” more and more frequent, consumers’ scary psychology on food safety hasalso been more and more serious. In such event, customers would exaggerate it by oraltransmission while their perception of risk has been beyond normal rising thresholdvalue. It moved the event from "normal" toward "abnormal" situation.
The aim of this thesis is to analysis consumers’ negative information on food safetytransmission intention formation mechanism from risk perception, furthermore, todiscuss how to interfere propagating events of negative information on food safety andto prevent its "abnormal" development.
Study was beginning to unfold train of thought as follows: first, on the premise ofexperience observation, by using theories of the risk perception and consumers’purchasing behavior, it deduced formation mechanism theory from the oral transmissionintention.Then, by defining deduced variable and giving hypothesis relationshipbetween variable, it reasoned variable relationship diagram of the mechanism; Thirdly,it used the structural equation model method to inspect variable relationship of themechanism; Fourthly, it brought out management enlightenment on the premise offoregoing research results. Research acquired valuable conclusion in three aspects:
(1)The risk perception of oral transmission behavior. To definite concept andoperation and develop the risk perception measurement scale including fivedimensions---information risk, hazard risk, enterprise risk, government risk andindustry risk---15questions in total, and testify reliability and validity.
(2)Consumer’s negative information oral transmission intention formationmechanism based on risk perception.1)External and internal mechanism was that: trust,risk perception, attitudes, avoidance and intention of oral transmission, each andbetween the variables formed oral intention internal mechanism which was affected bynegative information stimulus variable, the individual characteristic variables asexternal factors.2)internal mechanism was that: oral transmission intention did not takeaffect on oral transmission avoidance, trust, risk perception impacted oral transmissionavoidance appreciably, oral transmission attitudes, risk perception and trust impacted oral transmission intention appreciably.3) the external effecting the internal mechanismwas that: negative information stimulus variable(Professional degree, order of severity,Degree of attribution) influenced general risk conception and partial risk divisionsignificantly;customers individual characteristic variables (involvement degree,know-how)influenced partial risk division significantly.4)the mechanism taking riskperception and its dimension as a masterstroke. It was made up of the influence ofexternal variables to the risk perception and the influence of each dimension, and riskperception and different dimensions on oral transmission avoidance and intention.
(3)Management enlightenment. Foregoing research results can be used to guide theaction of enterprise, government and consumers as three main bodies in the process ofnegative information on food safety dissemination. Among these theories, consumereducation and consumer guidance initial were mentioned in this thesis.
引文
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