虚拟社群参与对农村居民食品安全风险感知的影响研究——基于有调节的中介效应模型检验

Study on the Impact of Virtual Community Participation on Rural Residents' Perception of Food Safety Risk——Test of Mesomeric Effect Model Based on Regulation

在我国食品安全治理体系和治理能力现代化建设的背景下,探索农村居民食品安全风险感知对于完善食品安全风险交流机制和强化政府食品安全治理具有重要意义。文章结合风险社会放大理论,利用中国社会状况综合调查2021年数据,运用多元有序Logistics模型、中介效应模型和层次回归模型,实证检验虚拟社群参与对农村居民食品安全风险感知的影响及作用机制。结果表明:(1)是否参与虚拟社群相比于参与程度的大小,更显著放大了农村居民的食品安全风险感知(直接效应0.2734),农村居民在参与虚拟社群后,其食品安全风险感知水平上升为“不太安全”和“很不安全”的概率会提高4.05%和0.86%,且在女性、非党员群体和富裕及以上水平家庭中更为显著。(2)政治信任发挥一定的遮掩效应(间接效应-0.6673,遮掩效应占比30.69%),能够有效弱化虚拟社群参与对农村居民食品安全风险感知的放大作用。(3)政府治理绩效感知对直接效应起到放大作用,而高水平的政府治理绩效感知对中介效应后半段路径起到弱化作用。文章丰富了信息化时代背景下风险交流行为影响食品安全风险感知的经验证据,将政治信任和政府治理绩效感知一同纳入模型并考虑其关联性,为食品安全风险感知的相关研究提供了新视角。据此,应该强化互联网食品安全信息监管,引导虚拟社群风险交流,创新政府食品安全治理绩效公开方式,提高农村居民政治信任。

Against the backdrop of modernizing China's food safety governance system and governance capabilities,exploring the perception of food safety risks among rural residents is of great significance for improving the food safety risk communication mechanism and strengthening government food safety governance.Based on the risk society amplification theory,this paper empirically tested the impact of virtual community participation on rural residents'food safety risk perception and its mechanism by using multiple ordered Logistic model,mesomeric effect model and hierarchical regression model with the data from Chinese social survey in 2021.The results showed that:(1)Whether or not to participate in the virtual community significantly magnified rural residents'food safety risk perception(direct effect was 0.2734)compared with the degree of participation.After rural residents participated in the virtual community,the probability of their food safety risk perception level rising to"not too safe"and"very unsafe"would increase by 4.05%and 0.86%,and it was more significant in women,non-CPC member groups and households at the affluent level and above.(2)Political trust played a certain masking effect(indirect effect was-0.6673,and the masking effect accounted for 30.69%),which could effectively weaken the amplification effect of virtual community participation on rural residents'food safety risk perception.(3)The perception of government governance performance magnified the direct effect,while the high-level perception of government governance performance weakened the second half of the path of the mesomeric effect.This paper enriched the empirical evidence that risk communication behavior affected food safety risk perception in the context of the information age,and incorporated political trust and government governance performance perception into the model and considered their relevance,providing a new perspective for research on food safety risk perception.Therefore,we should strengthen the supervision of Internet food safety information,guide the risk exchanges in virtual community,innovate the ways to publicize government performance in food safety governance,and enhance political trust of rural residents.