消费者对食品安全的风险认知及防范研究
发布时间：2018-09-18 19:38
【摘要】：中国自2008年“三鹿奶粉事件”为起点,重大的食品质量安全事件接连不断地发生,导致我国公众对食品安全的关注达到了前所未有的程度,食品质量安全问题成为我国社会舆论的焦点问题。公众对食品安全的恐慌心理逐渐蔓延,这不仅折射出食品生产企业的诚信生产、政府对食品安全的监管体系都存在重大的不当行为,这也从根本上动摇了公众对我国食品安全的信心,进而对我国政府的食品安全监管能力产生质疑。当前我国已经呈现出风险型社会的特征,食品安全风险正日益演变为我国最大的社会风险之一。其实许多食品安全事件本身对社会所造成的威胁并不大,但由于部分媒体,特别是网络媒体对事件的虚假报道和夸大炒作,使食品安全风险问题产生了涟漪效应和社会放大效应,误导了消费者对食品安全风险的判断,导致消费者对食品安全问题的主观认知往往显著高于实际的风险水平,造成消费者主观上的风险认知与客观上的风险之间形成较大的偏差。食品安全风险产生的根本原因是信息不对称。因此,向消费者提供及时、有效的食品安全信息不仅可以消除风险认知上的偏差,同时也是对消费者食品安全恐慌心理进行积极干预的有效途径。对于我国食品安全风险的治理与防控来说,其中重要的一项措施就是构建有效的食品安全风险信息交流机制,针对消费者食品安全风险认知的特点及其形成机制,同时根据消费者食品安全信息搜寻行为的基本特征及其影响机制,将食品安全信息及时有效地传递给消费者。这不仅可以有效地降低消费者对食品安全的风险认知水平,还可以最大程度地遏制媒体对公众的误导,避免食品安全恐慌心理的发生与蔓延,进一步对提升消费者对食品安全的信心、维护社会的稳定发展具有一定的现实意义,同时对政府及企业的食品安全信息披露制度的进一步完善,也对构建我国食品安全风险信息交流机制提供有益的参考。本文主要基于食品安全风险信息交流的视角,并采用理论分析与实证研究二者相结合的方法,研究了提升消费者对食品安全的风险认知能力及其防范水平的途径。在理论分析层面,本文主要从消费者风险认知理论、信息不对称理论、信息搜寻理论等方面进行了多维度、多层次的理论介绍与文献综述,对后续的实证研究奠定理论基础。在实证研究方面,首先从宏观层面上,以媒体对食品安全事件的报道、政府对食品质量的监督抽检结果和消费者的主观认知三个角度研究了我国当前食品安全的总体态势;其次从微观的层面上考察了我国消费者对食品安全风险的认知,并运用计划行为理论结合结构方程深入研究消费者风险认知的机理;再者研究消费者食品安全信息搜寻行为,总结了其信息搜寻行为的特征,并运用二元Logistic回归模型挖掘消费者对食品安全信息搜寻行为的影响机制,进一步运用模糊集理论同时结合实验决策分析方法识别出关键的影响因素,为我国的食品安全信息发布机制提供实证的支持;最后根据实验经济学的相关原理,运用随机N价实验拍卖机制对消费者所获取的安全信息进行拍卖,根据消费者对不同安全信息的补偿意愿出价,从而推断出不同安全信息对消费者风险认知的影响。本文的主要研究结论为:(1)当前我国食品安全总体情形依旧严峻,客观上食品安全的总体形势趋于好转,但由于受到媒体报道的影响,消费者对我国食品安全现状的主观认知与客观的食品安全形势出现了偏差;(2)消费者对我国的食品安全具有较高的风险认知,大部分消费者对我国食品安全缺乏信心。其中媒体对食品安全事件的夸大报道对消费者风险认知的影响力最大,政府对食品安全监管成效对消费者风险认知的影响最为显著;(3)绝大多数消费者认为食品安全信息可以有效降低其风险认知,同时对食品安全信息有着强烈的需求,但获取信息的便利程度并不高;(4)消费者对食品质量安全信息关注的类型,主要有外观新鲜、保质期、兽药残留标准和有无检疫标识。消费者获取食品质量安全信息的渠道主要有:购买经验、亲友介绍和产品包装标识,其次是电视、网络和报纸杂志。对于信息来源,消费者最信任自身的购买经验以及来自亲友介绍的信息,对于专业机构、政府部门和消费者协会的信任程度持中等水平;(5)影响消费者对食品安全信息搜寻行为的诸多因素中,消费者对食品安全关注程度、对食品安全风险认知水平、对健康关注程度、购买频率、消费者的受教育程度、食品品牌和食品有无质量安全认证等七个因素是最为关键的影响因素;(6)信息可追溯和有机质量认证可以有效地降低消费者对食品风险认知水平。同时在风险信息交流中,一旦先释放了负面信息,会极大地影响消费者的风险认知,即使后面发布的正面信息可以降低风险认知水平,但对风险认知降低的幅度远不及负面信息所造成的上升幅度。针对上述研究结论,本文提出了加强食品安全信息供应、规范媒体对食品安全事件报道等政策建议。本文的主要创新为:(1)依据消费者行为理论,以猪肉消费为案例,对同一消费者样本的两种不同安全信息的补偿意愿进行比较研究,发现消费者在不同信息下支付意愿的异质性;(2)在消费者信息搜寻行为研究领域中,采用模糊集理论结合实验决策分析法识别出影响消费者食品安全信息搜寻行为的7个关键因素;(3)在研究不同安全信息对消费者风险认知的影响中,运用随机N价实验拍卖法,模拟市场环境,避免了通常采用问卷调查方法所导致的假想性支付意愿高于实际支付的缺陷。
[Abstract]:Since the Sanlu Milk Powder Incident in 2008 in China, major food quality and safety incidents have occurred one after another, leading to unprecedented public concern about food safety in China. Food quality and safety issues have become the focus of public opinion in China. It only reflects the honest production of food production enterprises, and the government's supervision system of food safety has serious improper behavior. This also fundamentally shakes the public's confidence in China's food safety, thus questioning the government's ability to supervise food safety. The whole risk is becoming one of the biggest social risks in China. In fact, many food safety incidents do not pose a great threat to the society. However, due to the false reports and exaggerated speculation of the incidents by some media, especially the network media, the food safety risk problem has produced ripple effect and social magnification effect, misleading the elimination. Consumer's judgment of food safety risk leads to consumers'subjective perception of food safety problems is often significantly higher than the actual level of risk, resulting in a large deviation between consumers' subjective perception of risk and objective risk. Timely and effective food safety information can not only eliminate the deviation of risk perception, but also be an effective way to actively intervene in food safety panic psychology of consumers. According to the characteristics and formation mechanism of consumers'food safety risk perception, and according to the basic characteristics and influence mechanism of consumers' food safety information searching behavior, food safety information can be transmitted to consumers timely and effectively. It is of practical significance to restrain the misleading of the media to the public, to avoid the occurrence and spread of food safety panic, to further enhance consumers'confidence in food safety and to maintain the stable development of society, and to further improve the food safety information disclosure system of the government and enterprises, as well as to build food safety in China. In this paper, based on the perspective of information exchange on food safety risks, and the combination of theoretical analysis and empirical research, the ways to enhance consumers'risk awareness and prevention level of food safety are studied. The risk cognition theory, information asymmetry theory, information search theory and other aspects of multi-dimensional, multi-level theoretical introduction and literature review, to lay a theoretical foundation for the follow-up empirical research. In the empirical research, first from the macro level, the media reports on food safety incidents, the government supervision of food quality spot check. The overall situation of food safety in China is studied from three perspectives of fruit and consumers'subjective perception; secondly, the perception of food safety risk in China is investigated from the micro level, and the mechanism of consumer risk perception is studied by using the theory of planned behavior combined with structural equation; thirdly, consumer food safety trust is studied. This paper summarizes the characteristics of information searching behavior, and uses binary logistic regression model to mine the impact mechanism of consumers on food safety information searching behavior, further uses fuzzy set theory and experimental decision analysis method to identify the key influencing factors, so as to improve the mechanism of food safety information release in China. Finally, according to the relevant principles of experimental economics, the random N-price experimental auction mechanism is used to auction the security information obtained by consumers. According to the consumers'willingness to pay for different security information, the influence of different security information on consumers' risk perception is deduced. The results are as follows: (1) The overall situation of food safety in China is still grim, and the overall situation of food safety tends to improve objectively. However, due to the influence of media reports, consumers'subjective perception of the current situation of food safety in China has deviated from the objective situation of food safety; (2) Consumers have a higher risk perception of food safety in China. Most consumers lack confidence in China's food safety. The media's exaggerated reports on food safety incidents have the greatest impact on consumers'risk perception, and the government's supervision on food safety has the most significant impact on consumers' risk perception. (3) Most consumers believe that food safety information can effectively reduce their risk perception. At the same time, there is a strong demand for food safety information, but the convenience of obtaining information is not high; (4) Consumers are concerned about the types of food quality and safety information, mainly fresh appearance, shelf life, veterinary drug residue standards and quarantine labels. For information sources, consumers believe most in their own buying experience and information from relatives and friends. For professional organizations, government departments and consumer associations, the degree of trust is moderate; (5) Influencing consumers'search behavior for food safety information. Among the many factors, seven are the most critical ones, including the degree of consumer's concern for food safety, the level of awareness of food safety risks, the degree of health concern, the frequency of purchase, the degree of consumer's education, food brands and food quality and safety certification. (6) Information traceability and organic quality certification can be effectively reduced. At the same time, in the risk information exchange, once the negative information is released first, it will greatly affect consumers'risk perception. Even if the positive information released later can reduce the level of risk perception, the extent of risk perception reduction is far less than the increase caused by negative information. The main innovations of this paper are as follows: (1) Based on the consumer behavior theory, taking pork consumption as a case, a comparative study of two different kinds of compensation willingness of the same consumer sample is conducted, and consumers are found. Heterogeneity of willingness to pay under different information; (2) In the field of consumer information search behavior research, seven key factors affecting consumer food safety information search behavior were identified by fuzzy set theory and experimental decision analysis; (3) In the study of the impact of different security information on consumer risk perception, random N price was used. The experimental auction method simulates the market environment and avoids the defect that the imaginary willingness to pay is higher than the actual payment.
【学位授予单位】：江南大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F203
，
本文编号：2248921
[Abstract]:Since the Sanlu Milk Powder Incident in 2008 in China, major food quality and safety incidents have occurred one after another, leading to unprecedented public concern about food safety in China. Food quality and safety issues have become the focus of public opinion in China. It only reflects the honest production of food production enterprises, and the government's supervision system of food safety has serious improper behavior. This also fundamentally shakes the public's confidence in China's food safety, thus questioning the government's ability to supervise food safety. The whole risk is becoming one of the biggest social risks in China. In fact, many food safety incidents do not pose a great threat to the society. However, due to the false reports and exaggerated speculation of the incidents by some media, especially the network media, the food safety risk problem has produced ripple effect and social magnification effect, misleading the elimination. Consumer's judgment of food safety risk leads to consumers'subjective perception of food safety problems is often significantly higher than the actual level of risk, resulting in a large deviation between consumers' subjective perception of risk and objective risk. Timely and effective food safety information can not only eliminate the deviation of risk perception, but also be an effective way to actively intervene in food safety panic psychology of consumers. According to the characteristics and formation mechanism of consumers'food safety risk perception, and according to the basic characteristics and influence mechanism of consumers' food safety information searching behavior, food safety information can be transmitted to consumers timely and effectively. It is of practical significance to restrain the misleading of the media to the public, to avoid the occurrence and spread of food safety panic, to further enhance consumers'confidence in food safety and to maintain the stable development of society, and to further improve the food safety information disclosure system of the government and enterprises, as well as to build food safety in China. In this paper, based on the perspective of information exchange on food safety risks, and the combination of theoretical analysis and empirical research, the ways to enhance consumers'risk awareness and prevention level of food safety are studied. The risk cognition theory, information asymmetry theory, information search theory and other aspects of multi-dimensional, multi-level theoretical introduction and literature review, to lay a theoretical foundation for the follow-up empirical research. In the empirical research, first from the macro level, the media reports on food safety incidents, the government supervision of food quality spot check. The overall situation of food safety in China is studied from three perspectives of fruit and consumers'subjective perception; secondly, the perception of food safety risk in China is investigated from the micro level, and the mechanism of consumer risk perception is studied by using the theory of planned behavior combined with structural equation; thirdly, consumer food safety trust is studied. This paper summarizes the characteristics of information searching behavior, and uses binary logistic regression model to mine the impact mechanism of consumers on food safety information searching behavior, further uses fuzzy set theory and experimental decision analysis method to identify the key influencing factors, so as to improve the mechanism of food safety information release in China. Finally, according to the relevant principles of experimental economics, the random N-price experimental auction mechanism is used to auction the security information obtained by consumers. According to the consumers'willingness to pay for different security information, the influence of different security information on consumers' risk perception is deduced. The results are as follows: (1) The overall situation of food safety in China is still grim, and the overall situation of food safety tends to improve objectively. However, due to the influence of media reports, consumers'subjective perception of the current situation of food safety in China has deviated from the objective situation of food safety; (2) Consumers have a higher risk perception of food safety in China. Most consumers lack confidence in China's food safety. The media's exaggerated reports on food safety incidents have the greatest impact on consumers'risk perception, and the government's supervision on food safety has the most significant impact on consumers' risk perception. (3) Most consumers believe that food safety information can effectively reduce their risk perception. At the same time, there is a strong demand for food safety information, but the convenience of obtaining information is not high; (4) Consumers are concerned about the types of food quality and safety information, mainly fresh appearance, shelf life, veterinary drug residue standards and quarantine labels. For information sources, consumers believe most in their own buying experience and information from relatives and friends. For professional organizations, government departments and consumer associations, the degree of trust is moderate; (5) Influencing consumers'search behavior for food safety information. Among the many factors, seven are the most critical ones, including the degree of consumer's concern for food safety, the level of awareness of food safety risks, the degree of health concern, the frequency of purchase, the degree of consumer's education, food brands and food quality and safety certification. (6) Information traceability and organic quality certification can be effectively reduced. At the same time, in the risk information exchange, once the negative information is released first, it will greatly affect consumers'risk perception. Even if the positive information released later can reduce the level of risk perception, the extent of risk perception reduction is far less than the increase caused by negative information. The main innovations of this paper are as follows: (1) Based on the consumer behavior theory, taking pork consumption as a case, a comparative study of two different kinds of compensation willingness of the same consumer sample is conducted, and consumers are found. Heterogeneity of willingness to pay under different information; (2) In the field of consumer information search behavior research, seven key factors affecting consumer food safety information search behavior were identified by fuzzy set theory and experimental decision analysis; (3) In the study of the impact of different security information on consumer risk perception, random N price was used. The experimental auction method simulates the market environment and avoids the defect that the imaginary willingness to pay is higher than the actual payment.
【学位授予单位】：江南大学
【学位级别】：博士
【学位授予年份】：2016
【分类号】：F203
，
本文编号：2248921
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