食品安全事件后消费者规避行为分类与评测

Classification and Evaluation of Consumer Avoidance Behavior after Food Safety Incidents

食品安全方面的风险远大于一般产品的风险,考虑到由于食品安全带来的不利后果的严重性,消费者势必会采用一些规避行为。文章首先通过实际案例与消费者访谈对消费者规避行为进行了归纳整理,将消费者的规避行为分为需求认知、信息收集、评估选择、实际购买、购后评价五个阶段的规避,并设计消费者规避行为调查问卷。文章还测量了不同人群这五个阶段规避行为的差异,得出女性对安全问题食品的规避要比男性更为强烈。受教育程度高的群体在需求产生阶段的规避较为突出,而受教育程度相对降低的群体在信息收集阶段、实际购买阶段、购后评价阶段三个阶段的规避行为较为突出等结论。

Food safety risks are far outweighing the risks of general products, taking into account the severity of the adverse consequences of food safety, consumers is bound to adopt some avoidance behavior. This paper is divided into two parts. Firstly, the consumer avoidance behavior was collated and divided into five stages： consumer demand generation, information selection, evaluation assessment, actual purchase, post-purchase evaluation. Then, this paper also measured the different populations of these five stages of avoidance behavior differences come： women avoidance behavior more strongly than men. Highly educated groups are more prominent in the demand generate stage to avoid, and the relatively lower level of education groups in the information gathering phase, the actual purchase stage, post-purchase evaluation stage these three stages of avoidance behavior is more prominent etc.