消费者对食品安全信息搜寻行为的特征分析——基于微博指数与百度指数的分析

Consumer Characteristics Analysis of Food Safety Information Search Behavior——Analysis Based on Weibo Index and Baidu Index

食品安全关系消费者的身体健康和社会稳定,在网络日益发达的现实情境下,消费者更多地通过网络获取食品安全信息。本文研究了2014-2016年较为频发的食品安全事件的微博指数和百度指数的变化趋势,分析了消费者对事件的关注度和主动搜寻行为,得出消费者在以阅读、转发为主的微博中获知较为重大的食品安全事件后,通过百度搜索引擎主动搜寻与该事件相关的信息,搜寻行为与事件的关注度正相关;而当同类的食品安全事件反复发生时,消费者对事件的关注度与主动搜寻行为下降,且主动搜寻行为下降更快,基于此,提出了食品安全社会共治的思路。

Food safety related to the health of the residents and social stability, people get more food safety information through the network in the increasingly developed network. In order to reveal the degree of attention and active response of food safety incidents by netizen, the changes trend of the Microblog Index and the Baidu Index of the food safety incidents were studied in the case of dead pigs, which occurred frequently in 2014-2016, attention and active search behavior of netizen are analyzed, the result indicated that after netizen get information of food safety incidents by microblog,some of them would search more related information actively using Baidu search engine, Search behavior is positively related to the degree of attention, when the same food safety incidents occur repeatedly, the attention degree about the incident and the active search behavior of netizen decreased,and the active search behavior decreased faster. Based on this, suggestions of social co governance of food safety is put forward.