网红食品质量安全购买风险认知影响实证——基于郑州部分消费者的调查

Empirical study on the influence of online celebrity food quality and safety purchase risk perception——Based on the survey of some consumers in Zhengzhou

中文关键词:  网红食品  安全购买风险认知  感知模型  风险规避行为

英文关键词:online celebrity food  safety risk cognition  perception model  risk aversion behavior

中文摘要:

      目的 探讨消费者网红食品质量安全购买风险认知的影响因素及风险规避行为。方法 以河南郑州消费者为研究对象, 通过构建风险认知感知模型, 探讨不同社会心理因素和不同人口特征对消费者网红食品质量安全购买风险认知的影响, 并探寻不同人口特征下的消费者风险规避行为选择。结果 在社会心理因素中, 除产品吸引外, 其他因素对消费者网红食品质量安全风险认知的影响呈现为正向影响(P=0.000<0.050); 在人口特征中, 教育程度和收入对网红食品质量安全风险认知的影响显著(P=0.000和0.003<0.0500), 且正向影响, 其余影响因素不显著(P>0.050); 性别、年龄、收入和教育程度对消费者在信息搜索阶段进行风险规避存在显著影响; 户口则对消费者各阶段风险规避行为影响不显著。结论 网红食品存在一定的质量安全购买风险, 需加大对网红食品的监督检测, 加强平台对网红食品个人或企业安全信息的筛查力度, 同时培育网红食品品牌。

英文摘要:

      Objective To explore the influencing factors and risk aversion behaviors of consumers’ online celebrity food quality and safety purchase risk perception. Methods Taking consumers in Zhengzhou, Henan province as the research object, through constructing a risk cognition perception model, the influence of different social psychological factors and different demographic characteristics on consumers’ perception of the risk of online celebrity food quality and safety purchase were discussed, and the consumption choice of risk aversion behavior under different demographic characteristics were explored. Results Among the social and psychological factors, in addition to product attraction, other factors had a positive impact on consumers’ perception of food quality and safety risks of internet celebrities (P=0.000<0.050). Among the demographic characteristics, education level and income had a significant impact on the perception of food quality and safety risk cognition of internet celebrities (P=0.000 and 0.003<0.0500), and had a positive impact, while the other factors were not significant (P>0.050). Gender, age, income and education level had a significant impact on consumers’ risk aversion in the information search stage, household registration had no significant influence on the risk aversion behavior of consumers at all stages. Conclusion Web celebrity food has a certain risk of quality and safety purchase, so it is necessary to strengthen the supervision and testing of online celebrity food, strengthen the platform’s screening of personal or corporate safety information of online celebrity food, and at the same time cultivate online celebrity food brands.