Analysis Of Factors Of Consumer Participation On Communication Of Food Safety Information

Objective:The dissemination of food safety information has become a major problem affecting the physical and mental health of the people,involving social stability and stable economic operation.The purpose of this study is to combine the problem of food safety information dissemination with the participation motivation of social media users.Further study the influence path of food safety information dissemination frequency,so as to carry out food safety information dissemination,and finally form the wide dissemination of food safety information.Improve the public’s understanding of food safety information,change food safety knowledge into consumption power,and guide the healthy operation of food market.And for the government in food safety information risk management research to provide a reference.Methods:This study used multi-stage stratified random sampling method in Taiyuan,Shanxi Province.From September 2019 to December 2019,a total of 10 districts in Taiyuan participated in the questionnaire survey,respectively,Yingze District,Xiaodian District,Wanlin District,Xinghualing District,Jianshan District,Jinyuan District,Qingxu County,Yangqu County,Loujian County,according to the local rural / urban population and age distribution,75-80 people per district(county)conducted stratified random sampling,800 questionnaires,781 effective questionnaires and the efficiency of 97.6%.This study uses T tests to analyze the demographic characteristics of consumers,the behavior of food safety information dissemination,and the participation motivation differences among different groups.On the basis of literature reading,the dimensions affecting consumer food safety information dissemination behavior are summarized.Structural equation model is used to explore the potential factors affecting the frequency of consumer food safety information transmission and the influence of the model.Results:(1)The results of T test or F test analysis showed that there were statistical differences in the dissemination behavior of food safety information among consumers in terms of sex,age,residence,per capita monthly income,residence andEngel coefficient(P<O.05).Women,young and middle-aged groups,rural groups,groups living with their families,the per capita monthly income of families >4000 groups,and the group with Engel coefficient ≤39% are more likely to spread food safety information on social media.The higher the Engel coefficient,the less the propagation behavior.(2)The results of T or F test analysis showed that there were statistical differences in information motivation,social motivation,public motivation,resonance motivation,catharsis motivation and age,residence,per capita monthly income,residence andEngel coefficient of food safety information dissemination among consumers (P<O.05).The rural group,the young and middle-aged group,the group living with the family,the per capita monthly income of the family >4000 groups,and the Engel coefficient ≤39% group have stronger motivation to spread food safety information on social media,and the youth group has higher motivation than the middle-aged group.Engel coefficient ≤39% of the population had higher transmission motivation,and the higher the Engel coefficient,the lower the transmission motivation.(3)On the basis of reading a large number of relevant documents of food safety information dissemination,five dimensions that reflect the frequency of food safety information dissemination of consumers are summarized: browsing,reprinting,commenting,replying,offline discussion.Through the research hypothesis,confirmatory factor analysis,structural equation model parameter fitting test and model path analysis,five latent variables that affect the potential factors of food safety information dissemination are finally established,namely,consumers’ public motivation,information motivation,resonance motivation,social motivation and catharsis motivation for food safety information dissemination.(4)According to the results of the structural model path coefficient,the five latent variables of consumer’s public motivation,information motivation,resonance motivation,social motivation and catharsis motivation were 0.764,0.579,0.550,0.549 and 0.468 respectively,which showed significant differences in the frequency of food safety information dissemination(P<0.001).The measured model path coefficients show,Among the latent variables of information motivation,Desiring more comprehensive food safety information(D11),Focus on emerging food safety issues(D12),Get more food safety information from the discussion(D13),A standardized path factor of 0.700,0.812,0.793 and 0.782 using social media to make food safety issues known(D14)to more people,Its influence on latent variable information motivation is equal;In the latent variables of social motivation,Get food safety information from friends(D25),Get new friends through food safety discussions(D26),Having a view on food safety issues and gaining respect from friends(D27),A standardized path factor of 0.748,0.826,0.793,and 0.807 for enhancing relationships with friends(D28)through food safety discussions,Among them,by expressing food views to win the respect of friends(D27)to latent variables of social motivation is the most influential;Among the latent variables of public motivation,Public opinion helps to clarify the truth about food safety issues(D39),Public opinion contributes to improving food safety issues(D310),Food safety information dissemination helps solve food problems(D311)with standardized path coefficients of 0.807,0.786 and0.787,Its influence on latent variable public motivation is equal;In the latent variables of resonance motivation,Expressing personal concern about food safety issues(D412),Expressing sympathy for victims of food safety incidents(D413),Calling attention to food safety issues(D414)with standardized path coefficients of0.771,0.801 and 0.814,respectively,Its influence on latent variable resonance motivation is equal;The standardized path coefficients of anger and fear(D517)were0.845,0.810 and 0.830 and 0.830,respectively,expressing dissatisfaction with food management department(D515),expressing condemnation of evading responsibility(D516),and their influence on latent variables catharsis motivation was In the dimension of latent variables reflecting the frequency of food safety information dissemination,the standardized path coefficients of browsing,reprinting,commenting,answering,offline discussion were 0.559,0.750,0.831,0.767,and 0.10.Among them,comments have the greatest influence on the frequency of latent variable propagation.Conclusion:The public’s attitude to food safety is positive.Consumers think that food safety information management needs to be improved and willing to participate in food safety management.Public motivation,information motivation,resonance motivation,social motivation,catharsis motivation are the potential factors that affect the frequency of food safety information dissemination of consumers,and have a significant positive impact on the frequency of food safety information dissemination.The most obvious motivation is public motivation.The influence between different motives is positive.The path coefficient between resonance motivation and information motivation is the highest.As long as the public motivation of food safety information dissemination is strengthened,the degree of public participation in food safety information dissemination will be greatly improved.Strengthening the sharing of food safety information will be beneficial to the management of food safety rumors,thus improving the public’s level of food safety science popularization,transforming food safety knowledge into consumption power,and guiding the healthy operation of food safety market.And to provide a reference for the government in food safety information risk management research,and finally make food safety risk management work benefit.Recommendations:We will strengthen consumer motivation for participation and encourage the public to participate in the dissemination of food safety information.It can enhance consumer public motivation to achieve the effect of food safety information dissemination;use social media platforms to spread food safety information and improve the level of public food safety knowledge.Conduct the publicity and education of food safety information through the most popular social media platform,and push the food safety information that consumers really want to know,so as to improve the public awareness of food safety awareness and science popularization.Improve the official platform for food safety information sharing and the public opinion monitoring and response system,establish and improve the food safety information notification and release mechanism,and immediately provide unified,rigorous,comprehensive and objective food safety information through social media platforms.Strengthen close attention to hot topics,real-time monitoring,and strive to achieve early discovery and rapid response;improve the laws and regulations related to food safety information.We must increase punishment for vicious food safety rumors on social media,improve the work efficiency of combating food safety rumors,punish those for rumors and disseminators who seriously violate the public interest and cause great social harm,and improve the professional ethics and food safety knowledge and literacy of media people.The social media industry should strengthen the vocational training and education of employees,strengthen their professional quality and social responsibility,and comprehensively improve the professionalism and accuracy of food safety reports from the source.