消费者动机对食品信息传播的影响因素分析

Effect analysis of consumer motivation on the spread of food information

目的为了有针对性地进行食品信息传播,提高食品安全科普水平,为政府在食品信息风险管理方面的研究提供参考。方法采用多阶段分层随机抽样的方法对山西省太原市800名受访者进行问卷调查,采用t检验分析消费者人口学特征、运用结构方程模型探寻影响消费者传播行为的潜在因素以及分析食品信息传播动机的影响路径。结果研究表明,女性、农村群体、中青年和家庭人均月收入>4000的群体更有可能通过社交媒体传播食品信息。经济因素是造成传播行为差异的主要原因(P<0.05)。传播频率与公共动机、信息动机、共鸣动机、社交动机、宣泄动机的路径系数分别为0.764、0.579、0.550、0.549、0.468。最明显的动机是公共动机。不同动机之间的影响均为正向。共鸣动机与信息动机之间的路径系数最高。结论公众对食品安全问题的态度是积极的,也愿意参与到食品安全治理中来,加强食品信息共享将有利于食品安全谣言的治理,从而使得食品安全风险管理工作受益。

Objective To improve the science popularization level of food safety,and provide reference for food information risk management research.Methods A multi-stage stratified random sampling method was used to investigate800 respondents in Taiyuan,Shanxi Province.The demographic characteristics of consumers were analyzed by t test,the potential factors affecting consumer communication behavior were explored by structural equation model,and the influence path of food information transmission motivation was analyzed.Results The study showed that women,rural groups,young and middle-aged groups and family average income>4000 groups were more likely to spread food product information through social media.Economic factors were the main reasons for the difference of communication behavior(P<0.05).The path coefficients of communication frequency and public motivation,information motivation,resonance motivation,social motivation and catharsis motivation were 0.764,0.579,0.550,0.549,0.468,respectively.The most obvious motivation was public motivation.The influences among different motivation were positive.The path coefficient between resonance motivation and information motivation was the highest Conclusion The public’s attitude towards food safety is positive and wants to participate in food safety management.