食品安全事件后消费者规避行为特征分析

近年来食品安全事件的频繁发生,使得消费者对于食品安全问题的关注度与日俱增,而考虑到食品安全所带来的不利后果的严重性,消费者势必采取一些规避行为。文章设计了消费者规避行为调查问卷,数据结果表明:消费者在购买决策过程的五个阶段中都会采取规避行为;并且消费者在选择评估阶段的规避行为最强烈,在信息收集阶段的规避行为相对最弱。除实际购买阶段和购后评价阶段的规避行为没有显著差异之外,其他阶段的规避行为之间均存在显著差异。

In recent years, food safety incidents are frequently reported and consumers take more concern on food safety problems. Considering the severity of the adverse result caused by food safety issues, it is certain that consumers will take some avoidance behaviors. This paper designed a consumer avoidance behavior questionnaire and the data shows that consumer would take evasion measures in all five stages of the purchasing decision process. Moreover, the avoidance behavior during the choice and assessment stage is the strongest of the other stages. However, it is relatively weak during the information collection stage. Except between actual purchase stage and post -purchase evaluation stage, the avoidance behaviors at the other stages have a significant difference.