贵州财经大学学报

贵州财经大学学报 ›› 2024 ›› Issue (01): 71-79.

• 工商管理 • 上一篇    下一篇

食品安全风险伤害与风险交流对消费者风险感知的综合影响——以跨境电商为例

张蓓1,2, 张雅竹1, 朱吉婵1   

  1. 1. 华南农业大学 经济管理学院, 广东 广州 510642;
    2. 广东省乡村建设研究院, 广东 广州 510642
  • 收稿日期:2022-02-28 出版日期:2024-01-15 发布日期:2024-01-30
  • 作者简介:张蓓(1978—),女,广东罗定人,博士,华南农业大学经济管理学院教授、博士生导师,广东省乡村建设研究院研究员,研究方向为食品安全管理与市场营销;张雅竹(1999—),女,广东东莞人,华南农业大学经济管理学院硕士研究生,研究方向为企业管理与消费者行为;朱吉婵(1998—),女,广东汕头人,华南农业大学经济管理学院博士研究生,研究方向为食物经济与管理。
  • 基金资助:
    国家自然科学基金项目"消费者食品安全风险响应与引导机制研究:以跨境电商为例"(72273046);国家自然科学基金项目"生鲜电商平台产品质量安全风险社会共治研究"(71873046);广东省哲学社会科学规划项目"农村食品安全风险数字化治理机制研究"(GD22XGL15)。

The comprehensive impact of food safety risk harm and risk communication on consumer risk perception - A Case Study of Cross-Border E-Commerce

ZHANG Bei1,2, ZHANG Yazhu1, ZHU Jichan1   

  1. 1. School of Economic and Management, South China Agriculture University, Guangzhou, Guangdong 510642, China;
    2. Guangdong Rural Construction Institute, Guangzhou, Guangdong 510642, China
  • Received:2022-02-28 Online:2024-01-15 Published:2024-01-30

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摘要： 探讨消费者食品安全风险感知形成机理并科学引导,对推动我国食品产业高质量发展具有重要作用。区别于以往单一维度的研究,从风险的客观存在与主观构建的二重性出发,以跨境电商为研究情境探讨食品安全风险场域(风险伤害与风险交流)对消费者风险感知的影响机制。实验结果表明:食品安全风险场域显著影响消费者风险感知,相较于风险伤害,风险交流对消费者风险感知的影响更为显著,且在女性群体和含低龄人口或高龄人口的家庭中更为显著。食品安全关注度在风险场域影响消费者风险感知的路径中发挥"遮掩效应";平台情境在风险场域与食品安全关注度的因果关系间起负向调节效应。

关键词: 风险伤害, 风险交流, 消费者风险感知, 跨境电商, 田野实验

Abstract: Exploring the formation mechanism and scientific guidance of consumers’ food safety risk perception plays an important role in promoting the high-quality development of China’s food industry. Different from previous studies of single dimension, starting from the duality of objective existence and subjective construction of risk, this paper takes cross-border e-commerce as the research context to explore the impact mechanism of food safety risk field (risk harm and risk communication) on consumers’ risk perception.The experimental results show that the food safety risk field significantly affects consumers risk perception. Compared with the risk harm, the risk communication has a more significant impact on consumers risk perception, and it is more significant in female groups and families with young or old population. Food safety concern plays a "masking effect" in the process of risk field affecting consumers risk perception. Platform scenario has a negative moderating effect on the causal relationship between risk field and food safety concern.

Key words: risk harm, risk communication, consumer risk perception, cross-border e-commerce, field experiment

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