安全风险感知、量化信息偏好与消费参与意愿:食品消费者决策逻辑解码

Safety Risk Perception,Quantified Information Preference and Consumer Participation Intention:Decoding of Food Consumers' Decision Logic

消费者高度关注和卷入下,食品安全问题的有效解决离不开对食品消费者面对安全风险时决策逻辑的准确理解。通过分析食品安全风险感知下消费者量化信息搜寻增强和精准化决策需求转变的过程与机制,结合消费者量化消费参与趋向,揭示食品安全风险感知下消费者的决策逻辑。研究结果显示,食品安全风险感知会显著增进消费者对风险控制感的寻求和对定制化信息的需求,控制感寻求与定制化需求同等程度地促升了消费者对量化食品安全信息的偏好。而量化信息偏好的增强则驱动消费者参与量化消费以应对食品安全风险。

With consumers’ high attention and involvement,the effective solution of food safety problems can not be separated from the accurate understanding of decision logic of food consumers facing safety risks.The process and mechanism of consumers’ enhancing quantified information searching and precise decision making based on perception of food safety risk are analyzed.With consumers’ participation tendency of quantified consumption,the decision logic of consumers under the perception of food safety risk is revealed.The results show that,the perception of food safety risk will significantly enhance consumers’ seeking of risk control and the demand for customized information.The search for control and customization also promote consumers’ preference for quantified food safety information to the same degree.And the enhancement of quantified information preference drives consumers to participate in quantified consumption to address the food safety risk.The conclusions of this study not only reveal the main decision logic of consumers under food safety risk perception,but also provide enlightenment for the relevant departments to govern food safety risk more effectively,and put forward a more operational scheme to enhance the decision-making ability of consumers during food consumption.