上海市消费者对猪肉质量安全风险的认知和信息搜寻行为分析

本文以上海居民在购买猪肉过程中的风险认知和信息搜寻行为作为研究样本,并对相关问题进行理论分析和实证研究。结果显示:(1)上海市猪肉购买者对食品质量安全风险的总体认知度较高(49%),对风险信息的需求程度也相当高(72.3%)。不同教育程度和性别的消费者对风险认知程度存在显著的差异;(2)新鲜程度(14.1%)、卖方信誉(11.5%)是消费者最常使用的信息,而电视(24.8%)和报纸(23.1%)是消费者最重要的信息渠道;(3)消费者比较信任那些具有权威性的信息发布主体,如政府部门(34.9%),而对一些大众化的信息发布主体,如大众媒体等(21.9%)的信任度较低;(4)产品特征、消费者个人特征、认知和购买经验对消费者的食品质量安全信息搜寻行为都有不同程度的影响。结合本文研究成果对我国的食品质量安全信息制度和管理体系建设提出建议,旨在提高我国的食品安全信息管制水平。

Risk Perception and Information Search Behavior with Shanghai Residents in the Purchase of Pork

This paper theoretically and empirically analyzes risk perception and information search behavior with Shanghai residents in the purchase of pork in the process.The results reveal that（1）the comparatively higher awareness of food quality and safety risk（49%）and high demand for risk information（72.3%）.However,between different gender and education level of the consumer,risk perception varies significantly;（2）while fresh degree（14.1%）and reputation（11.5%）have been the most commonly used consumer information,television（24.8%）and newspaper（23.1%）have been the two most important channels of information;（3）while consumers trust the authoritative information release bodies,for example,government departments（34.9%）,popular information sources,for example,the mass media（21.9%）have a lower degree of trust;（4）product characteristics,individual purchasing behavior and purchasing experience have varying impact on consumers information search behavior.This paper also puts forward suggestions for improving China＇s food quality and safety information system in order to improve food safety information management level in China.