消费者网购食品安全风险感知因素研究——基于网购食品消费者的调查数据

A Study on Consumers' Risk Perception Factors of Food Safety in Online Shopping——Based on the survey data of online food consumers

以网购食品消费者的调查数据为基础,分析了消费者网上购买食品的现状,并运用因子分析法分析了消费者网上购买食品安全风险感知的因素。结果显示,网站和商家的建设、运营是消费者网购食品安全风险感知的主要因素,网站和商家应该加强自身的建设和运营,提供更多的食品安全保证信息去吸引更多的网购消费者;另外,食品电商管理也是消费者网购食品安全风险感知的因素,应该加强对食品电商的监管,进一步保障网购食品的安全。

On the basis of the survey data of online food consumers, the current situation of online food purchase and the risk perception factors of online food safety are analyzed via factor analysis. The results show that the construction and operation of websites and businesses serve as the main factors for risk perception, therefore, the construction and operation of websites and businesses should be improved to provide more information of food safety and attract more online food consumers. In addition, the management of e - commerce is another factor for risk perception, so it is necessary to reinforce the supervision on food e - commerce and ensure food safety.