消费者参与食品安全风险交流意愿的驱动因素研究

Research on Driving Factors of Consumers'Willingness to Participate in Food Safety Risk Communication

为积极响应多元化食品安全治理,基于嵌入理论与SOR模型理论构建整合模型,结合有效问卷数据,利用偏最小二乘结构方程,探究消费者参与食品安全风险交流意愿的影响因素及各要素对参与意愿的作用机制。研究结果表明,社会关系网络、国家支持力度、道德责任感和态度均显著正向影响消费者参与意愿;社会关系网络与参与意愿之间,道德责任感和态度的中介效应均显著,且均为正效应;国家支持力度与参与意愿之间,仅道德责任感的中介效应显著;道德责任感和态度在不同外部环境因素与参与意愿之间呈现显著多重中介效应。

To actively respond to diversified food safety governance,an integrated model was constructed based on the embedding theory and SOR model theory,combined with valid questionnaire data.The partial least squares structural equation was used to explore the influencing factors of consumers'willingness to participate in food safety risk communication and the action mechanism of each factor on participation willingness.The results show that social network,state support,moral responsibility and attitude have significant positive effects on consumers'participation willingness.The mediating effects of moral responsibility and attitude between social relationship network and consumers'participation willingness are both significant and positive.Between state support and participation willingness,only the sense of moral responsibility has significant mediating effect.Moral responsibility and attitude have significant multiple mediating effects between different external environmental factors and participation willingness.