风险感知视角下消费者食品安全信任的形成机理研究

随着食品安全信任危机的日益严峻,消费者食品安全信任的形成机理成为一个重要的研究课题。基于风险感知视角,应用结构方程模型方法,提出了影响消费者食品安全信任的重要研究假设,构建了食品安全信任形成机理模型并进行了实证分析。模型分析结果表明:政府监管能力、企业食品安全风险防控、食品安全信息易得性和消费者体验是影响消费者食品安全信任最为关键的四项因素,并且环境控制作用于消费者体验而间接影响消费者食品安全信任。最后,提出了合理调整企业安全生产、增强食品安全信息的获取能力、保证获取信息的真实性、加强政府部门的监管工作以及改善国内环境条件等几点启示,以期为应对目前食品安全信任危机提供有效的对策。

With the growing confidence crisis of food safety, the formation mechanism research of consumer trust of food safety becomes an important subject. Based on the risk perception perspective, using Structural Equation Modeling （SEM）, this paper proposes some important research hypotheses which influence consumer trust of food safety, and constructs the forming mechanism model of consumer trust of food safety to conduct the empirical analysis. The results of model analysis show that government regulation ability, enterprise risk prevention and control, food safety information availability and consumer experience are the main factors to affect consumer trust of food safety, and environmental control indirectly affect the consumer trust of food safety by the consumer experience. Through the analysis, the practical suggestions are offered, such as enhancing ability to obtain food safety information to ensure the authenticity of obtaining information, and strengthening supervision of government departments as well as improving environmental conditions. It is hoped that effective countermeasures are provided to cope with the confidence crisis of food safety.