转基因食品事件中消费者应对行为形成机制研究——基于PADM理论的扎根分析

The Formation Mechanism of Consumers’ Coping Behavior in Genetically Modified Food Events——A Grounded Research Based on PADM Theory

本文基于转基因食品事件的微博数据,运用扎根理论分析方法,结合PADM理论、启发式-系统式理论与应对行为理论,探究转基因食品事件中消费者应对行为的特征、规律及其形成机制模型。研究结果表明,消费者对转基因食品事件的认知受伤害属性、信息源、事件响应的影响;处于防卫动机、从众心理强的消费者采用启发式信息处理路径,在未仔细评估的情况下直接形成决策和应对行为选择;处于准确性动机、了解转基因知识的消费者会采用系统式信息处理路径,基于对转基因食品事件情境的认知形成感知和判断,包括风险感知、利益相关者感知和行为感知;继而通过决策制定选择相应的应对行为。研究结论对于提高转基因食品事件的风险沟通效果、引导消费者形成合理的应对行为具有重要价值。

Based on the micro-blog data of genetically modified food events and using ground theory methods,PADM theory,HSM theory and coping behavior theory,this paper develops a model to explain the characteristics,rules and the formation mechanism of consumers＇ coping behavior. The results indicate that consumers＇ cognition of genetically modified food events are influenced by attributes of harm,information sources and event responses. Consumers with defense motivation and high level of conformity tend to employ the heuristic processing mode. They directly make decisions and choose coping behaviors without analyzing carefully; Consumers with accuracy motivation and high level of knowledge tend to employ the systematic processing mode. Consumers form three core perceptions-risk perceptions,stakeholder perceptions and protective action perceptions based on event situations,and then choose specific coping behaviors through carefully decision-making process. The findings are of great significance to the improvement of risk communication and the guidance of consumers＇ reasonable coping behaviors.