影响消费者参与食品安全信息共享的因素研究

Research on Factors Influencing Consumers’ Participation in Food Safety Information Sharing

研究基于UTAUT模型结合社会交换理论和计划行为理论构建了消费者食品安全信息共享影响因素模型,重点探究消费者食品安全信息共享行为的影响因素以及变量的中介效应。发放调查问卷并利用SPSS和AMOS软件对393份有效数据进行分析。结果显示,绩效期望、努力期望、社会影响、感知风险、自我感知价值、促成因素对消费者参与意愿都有显著影响,而食品安全感知的显著性未得以验证,参与意愿在研究模型起中介作用。最后根据实证研究,该结果为食品安全监管部门完善共享机制提供了相应的政策建议。

Based on the UTAUT model combined with social exchange theory and planned behavior theory,this study constructed a model of influencing factors for consumer food safety information sharing,focusing on the influencing factors of consumer food safety information sharing behaviors and the mediating efect of variables.Questionnaires were issued,and SPSS and AMOS software were used to analyse 393 valid data.The results showed that performance expectations,efort expectations,social impact,perceived risk,self-perceived value and contributing factors had a significant impact on consumers’ willingness to participate.The significance of security perception had not been verified,and the willingness to participate played an intermediary role in the research model.Finally,based on the empirical research results,it provided corresponding policy recommendations for the food safety supervision department to improve the sharing mechanism.