摘要
一般认为食品安全事件后伴随着消费者对问题食品购买的恢复,其风险感知逐步降低,然而事实并非如此。本文着眼于食品安全风险感知与恢复购买行为之间存在的不一致,以消费者的风险感知认知偏差和消费者决策慎重程度差异为基础建立了全文的分析框架。基于南京市消费者调查数据,运用Logit模型研究了影响风险感知与恢复购买行为不一致的因素,结果显示,消费者对三聚氰胺事件的了解程度、消费者政府信任水平、个人月收入以及受教育程度等因素对其风险感知与恢复购买行为不一致的可能性具有显著影响。
It is believed that consumer risk perception reduces along with the recovery of purchasing following afood safety incident. However,this is not true. This paper focused on the differences between consumer risk per-ception and recovery purchasing behavior,with our analysis framework based on risk perception cognitive bias andprudent degree in making decisions. We used consumer survey data collected in Nanjing to analyze factors cau-sing differences between them. The empirical results showed that the level of consumer understanding about mela-mine incident,the degree of consumer trust in government,personal monthly income,and the level of educationhave a significant effect on the differences between consumer risk perception and recovery purchasing behavior.
出处
《南京农业大学学报（社会科学版）》
CSSCI
北大核心
2014年第1期111-117,共7页
Journal of Nanjing Agricultural University(Social Sciences Edition)
基金
国家自然科学基金应急项目(71141023)
江苏高校重大社科项目(2011ZDAXM019)
