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

Abstract

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

CLC Number:

F274

ZHANG Bei, ZHANG Yazhu, ZHU Jichan. The comprehensive impact of food safety risk harm and risk communication on consumer risk perception - A Case Study of Cross-Border E-Commerce[J]. Journal of Guizhou University of Finance and Economics, 2024(01): 71-79.

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