基于锚定效应理论的消费者食品安全风险感知偏差研究

The Perceived Bias of Consumer Food Safety Risk Based on Anchoring Effect Theory

本文基于江苏省无锡市的282名消费者随机调查数据,利用锚定效应理论,采用锚定效应指数和方差分析,研究了外部锚值信息对消费者食品安全风险感知的影响。研究表明,外部锚值信息、消费者的性别和认知需求是影响消费者感知食品安全风险中锚定效应的重要因素。其中,高锚组的消费者做出高估值,受到锚定效应的影响较小;低锚组的消费者做出低估值,受到锚定效应的影响较大;女性消费者、认知需求高的消费者受到锚定效应的影响较小。为此,政府应当及时披露更多的以风险概率为主的数字风险信息,避免锚定效应对消费者食品安全风险感知的长期负面影响,缩小消费者的食品安全风险感知偏差,合理引导消费者的风险感知。另外,应进一步加强政府和消费者之间的信息交流,充分利用微信、微博等互联网渠道发布风险信息,降低消费者获取信息的努力程度和时间成本,特别是促使认知需求低的男性消费者人群更频繁、便利地接触食品安全数字信息,减小消费者的风险感知偏差,促使其更加积极地采取应对措施。

This article based on the random survey data of 282 consumers in Wuxi C ity,Jiangsu Province,utilizing the anchor effect theory,using anchor effect index and analysis of variance,to study the impact of external anchor value information on consumers’food safety risk perception.Studies have shown that external anchor value information,consumers’gender and cognitive needs are important factors that influence consumers’perception of the anchoring effect in food safety risks.Among them,consumers in the high-anchor group make a high valuation and are less affected by the anchoring effect;consumers in the low-anchor group make a low valuation and are more affected by the anchoring effect;female consumers,cognition Consumers with high demand are less affected by the anchoring effect.To this end,the government should promptly disclose more digital risk information based on the probability of risk,avoid the long-term negative impact of the anchoring effect on food safety risk perception,reduce consumer s food safety risk perception bias,and reasonably guide consumer risk Perception.In addition,information exchange with consumers should be further strengthened,full use of WeC hat,Weibo and other Internet channels to publish risk information,reduce consumers’efforts to obtain information and time costs,and help consumers to correct consumer perception of risk deviations,promote consumption to take more active countermeasures.