基于全媒体环境的公众食品安全风险信息获取研究——以武汉市高校大学生为例

Research on Food Safety Risk Information Acquisition Based on Media Segmentation:Taking College Students in Wuhan City as an Example

[目的/意义]把握公众的食品安全风险信息获取行为规律,有利于引导食品安全舆情、采取及时有效的风险信息发布策略。[方法/过程]基于全媒体环境,以问卷的方式考察了武汉市大学生通过不同媒介获取食品安全风险信息的基本情况及相关影响因素,探讨了该过程中媒介使用频率和媒介信任度之间的关系。[结果/结论]研究发现:大学生倾向于使用网络媒体和社交媒体获取食品安全风险信息;食品安全风险认知、信息获取动机和人口学变量等对媒介使用产生影响;媒介使用频率与信任度成反比。

[Purpose/Significance] Understanding the public how to obtain food safety risk information through different media, is condu-cive to better grasp and guide food safety public opinion, and to take timely and effective risk information release strategy. [ Method/Process] We use questionnaire survey to examine the situation of media channels utilization and its influencing factors among college students in Wuhan city, as well as the relationship between media use frequency and media trust degree. [ Result/Conclusion] It is found that：college students are more inclined to use the Internet media and social media to obtain food safety risk information;the risk percep-tion, the motivation and the demographic variables have different influence on the media use;the frequency of media use is inversely pro-portional to the degree of trust in the media.