Study On The Impact Of Food Risk Information Communication On Consumers In The Social Media Environment

With the popularity of Internet technology,social media quickly occupies a very important place in people’s daily life,and gradually becomes a tool and platform for people to share opinions,information,experiences and views.Relying on the Internet,social media presents a rapidly changing scene,which has had a huge impact on all aspects of the whole society and made the new ways and ways of information communication.We Chat has become one of the most popular social media,with about one billion people using this software.We Chat plays an increasingly important role in people’s daily life.Consumers ’ browsing and forwarding of food risk-related information will affect their judgment and selection ability to a certain extent.Some food rumours will take the opportunity to use such a phenomenon,doping these rumors in a lot of information and spread to consumers,so that it cannot distinguish between true and false,resulting in food trust is threatened,and even causing panic in the whole society.Many consumers are caught up in food safety incidents and are closely related to their lack of enough risk cognition ability and good risk communication behavior.Therefore,it is particularly important to give consumers early warning and improve the ability of consumer risk awareness before food safety events.Based on the theory of risk cognition and risk social amplification effect,the paper uses literature research,questionnaire survey and case analysis to study the influence of food risk information transmission process on consumers in one of We Chat,the representatives of social media.Firstly,the literature on food safety risk cognition and social media was collected in CNKI Chinese database and foreign language database,and the questionnaire of this study was compiled;secondly,365 effective questionnaires were recovered by snowball;then described and related with SPSS and Excel tools,and suggestions and countermeasures from communicators,media and consumers.After the research,This article found that:(1)Compared to Weibo,Most consumers choose We Chat and rely highly;(2)food risk information dissemination can have a cognitive impact on consumers,The more familiar consumers are with food risk information in We Chat,the higher the memory,the greater the cognitive impact;The content of(3)social media causes different emotions among consumers,And cause changes in consumer mood;(4)social media will affect consumers ’ daily diet and purchase behavior to some extent;(5)consumers rely more on the official media and friends;(6)media credibility has a strong correlation between consumer food risk awareness and information communication behavior,The higher the media credibility,the more likely to affect consumers;(7)Consumers’ browsing habits are strongly related with their cognition and behavior.Based on the research in this paper,in order to correct the inappropriate behavior generated when social media providing risk communication and communication for consumers,give full play to the maximum advantages of social media and make the communication effect more efficient to a certain extent,put forward targeted suggestions and countermeasures from the communication level,communication media level and consumer level,so as to optimize the risk management in social governance.