【摘要】：全球范圍內(nèi)爆發(fā)的食品安全事件不僅嚴重影響國家間的食品貿(mào)易，更給各國人民的生命健康造成了嚴重危害，食品安全問題現(xiàn)已成為全球性的難題處于深刻轉(zhuǎn)型發(fā)展期的我國，食品安全事件爆發(fā)的頻率相對更高，使食品安全事件成為社會各界普遍關(guān)注的焦點食品添加劑在改善食品的色香味方面發(fā)揮了重要的作用，被譽為現(xiàn)代食品工業(yè)的靈魂，然而，由于其在食品工業(yè)中使用的普遍性，也由此帶來了安全風險近年來，由食品生產(chǎn)經(jīng)營者在利益面前的道德缺失而產(chǎn)生的人為濫用食品添加劑所引發(fā)的食品安全事件持續(xù)發(fā)生，已成為消費者最擔心的食品安全風險之一目前，我國的食品安全風險已由傳統(tǒng)的自然因素導致的風險轉(zhuǎn)變?yōu)槿嗽葱砸蛩匾碌纳鐣L險鑒于此，本文選取食品添加劑為研究對象，以江蘇省蘇州市的消費者為例，分別通過問卷調(diào)查與實驗拍賣的方法，研究消費者在食品恐慌的背景下對食品添加劑的風險感知，并探討消費者的風險感知與其購買意愿補償意愿的關(guān)系 本文首先對消費者的風險感知與購買意愿進行了問卷調(diào)查研究，基于計劃行為理論，引入信息來源與風險感知兩個維度，通過結(jié)構(gòu)方程模型進行計量分析，由此得到主觀規(guī)范信息來源是影響消費者風險感知的主要因素，消費者對食品添加劑的風險感知顯著地影響其對含有添加劑食品的購買意愿在此基礎(chǔ)上，進一步研究信息類型對消費者風險感知的影響，引入正面信息和負面信息兩種不同類型的信息，考慮到問卷調(diào)查對消費者風險感知測度可能存在偏誤的缺陷，引入實驗拍賣的方法，，并采用隨機n價實驗拍賣法，通過模擬真實的市場環(huán)境，對問卷調(diào)查的研究結(jié)論做出進一步驗證與發(fā)展本文研究的主要結(jié)論是： （1）消費者對食品添加劑的風險感知主要是食品生產(chǎn)企業(yè)的操作不規(guī)范或人為濫用食品添加劑所致，人源性因素已成為消費者食品安全風險的主要原因 （2）不同來源不同類型的食品添加劑信息，對消費者食品添加劑風險感知的影響具有顯著差異因此，及時準確地發(fā)布有關(guān)食品安全風險的信息，確保食品安全信息的準確性與充分流動是有效的食品安全風險交流機制的基礎(chǔ) （3）消費者對食品添加劑的風險感知受其信息的加工能力對自身與家人健康的關(guān)注程度以及對信息后果預見能力等變量的影響應(yīng)當基于消費者群體間的差異，采用不同的傳播途徑和傳播內(nèi)容，實施有針對性的措施
[Abstract]:The outbreak of food safety events worldwide not only seriously affected the food trade among countries, but also caused serious harm to the lives and health of the people of all countries. The food safety problem has become a global problem in a period of profound transformation and development. The frequency of food safety incidents is relatively high, which makes food safety incidents become the focus of public attention. Food additives play an important role in improving the color and smell of food, and are regarded as the soul of modern food industry. Because of the universality of its use in the food industry and the resulting safety risks in recent years, food safety incidents caused by the human misuse of food additives caused by the lack of morality in front of the interests of food producers and operators continue to occur. Has become one of the most worrying food safety risks for consumers. At present, food safety risks in our country have changed from the risks caused by traditional natural factors to the social risks caused by human factors. This paper selects food additives as the research object, taking the consumers of Suzhou City of Jiangsu Province as an example, through the methods of questionnaire investigation and experimental auction, to study the risk perception of food additives under the background of food panic. And to explore the relationship between consumers' risk perception and their willingness to buy compensation. Firstly, this paper makes a questionnaire survey on consumers' risk perception and purchase intention, based on the theory of planning behavior. This paper introduces two dimensions of information source and risk perception, and makes econometric analysis through the structural equation model, and concludes that the subjective normative information source is the main factor affecting consumer risk perception. Consumer's risk perception of Food Additives significantly affects their willingness to purchase Food containing Additives. On this basis, the effects of information types on consumers' risk perception are further studied. This paper introduces two different types of information, positive information and negative information, considering the defects of questionnaire survey on consumer risk perception, introduces the method of experimental auction, and adopts the random n-price experimental auction method. By simulating the real market environment, The main conclusions of this paper are as follows: (1) the risk perception of food additives is mainly caused by the non-standard operation or artificial misuse of food production enterprises. Caused by food additives, Human factor has become the main reason of consumer food safety risk. (2) different sources and different types of food additive information have significant difference on consumer food additive risk perception. Timely and accurate release of information on food safety risks, Ensuring the accuracy and adequate flow of food safety information is the basis of an effective food safety risk communication mechanism (3) consumers' risk perception of food additives is affected by their ability to process information on themselves and their families The impact of variables such as the degree of concern of health and its ability to anticipate information consequences should be based on differences among consumer groups. Adopt different ways and contents of communication and implement targeted measures
【學位授予單位】：江南大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F203;F713.55

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