网络食品消费者风险感知能力影响因素的实证研究——以浙江省为例
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摘要
目的:对浙江省网络食品消费者进行调查,构建结构方程模型来探讨消费者风险感知能力的影响因素。方法:采用SPSS和AMOS软件进行信度和效度分析、因子分析、路径分析和中介效应检验。结果:食品购买卷入程度和食品安全知识间接正向影响风险感知能力,信任程度直接正向影响风险感知能力;结论:对监管的建议是加强政府部门的公信力、强化食品企业的责任意识、引导媒体正确报道,对网络消费者进行安全意识教育,宣传食品安全知识,以此提升消费者的信任程度,提升消费者风险感知能力。
Objective According to the survey data of food customers online in Zhejiang province,the structural equation model was built to examine the influences on the perceived risk. Method The structural equation model was validated by the reliability and validity analysis,the factor analysis,the path analysis,the mediator effect test using SPSS and AMOS software. Result The results indicated that food purchase involvement and food safety knowledge had indirect positive effect on the perceived risk,trust has direct positive effect on the perceived risk.Conclusion The government credibility should be strengthen,corporate responsibility be reinforced,media accurate reports be guided,also food safety awareness education and knowledge publicity be enhanced,then customers trust and perceived risk ability would be improved.
Objective According to the survey data of food customers online in Zhejiang province,the structural equation model was built to examine the influences on the perceived risk. Method The structural equation model was validated by the reliability and validity analysis,the factor analysis,the path analysis,the mediator effect test using SPSS and AMOS software. Result The results indicated that food purchase involvement and food safety knowledge had indirect positive effect on the perceived risk,trust has direct positive effect on the perceived risk.Conclusion The government credibility should be strengthen,corporate responsibility be reinforced,media accurate reports be guided,also food safety awareness education and knowledge publicity be enhanced,then customers trust and perceived risk ability would be improved.
引文
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[7]姜素芳,江莹,潘琪,等.浙江网络食品安全消费者感知风险能力研究[J].食品工业,2018,39(8):177-180.
[8]杜智敏.抽样调查与SPSS应用[M].北京:电子工业出版社,2010:739.
[9]姜素芳,茅鸯对,卢子木.基于PEST的网络餐饮食品安全现状及监管对策研究[J].中国食物与营养,2018,24(7):29-33.
[10]张鹏,李江华,李佳洁.网络餐饮服务第三方平台参与食品安全社会共治的路径探索[J].中国食物与营养,2018,24(2):29-32.
[2]唐晓纯,赵建睿,刘文,等.消费者对网络食品安全信息的风险感知与影响研究[J].中国食品卫生杂志,2015,27(4):456-463.
[3]李栋.消费者食品安全风险感知能力的统计研究[D].广州:广州大学,2016.
[4]张仁寿,李栋.基于结构方程模型的消费者食品安全风险感知研究---以广州市为例[J].广州大学学报(自然科学版),2016,15(3):81-87.
[5]王殿华,莎娜.基于消费者行为的网购食品安全风险防控研究[J].调研世界,2016(10):13-18.
[6]吴明隆.结构方程模型---AMOS实务进阶[M].重庆:重庆大学出版社,2016:8.
[7]姜素芳,江莹,潘琪,等.浙江网络食品安全消费者感知风险能力研究[J].食品工业,2018,39(8):177-180.
[8]杜智敏.抽样调查与SPSS应用[M].北京:电子工业出版社,2010:739.
[9]姜素芳,茅鸯对,卢子木.基于PEST的网络餐饮食品安全现状及监管对策研究[J].中国食物与营养,2018,24(7):29-33.
[10]张鹏,李江华,李佳洁.网络餐饮服务第三方平台参与食品安全社会共治的路径探索[J].中国食物与营养,2018,24(2):29-32.