| The application of transgenic technology to the field of food production is a very significant problem in the world.It was originally designed to improve food production technology,or promote the product variation,and eventually satisfy the diversity of consumer preferences.However,there is a potential risk of GM technology and interest game of many sides,so in fact consumers appear to be worried about the safety of genetically modified foods(in short GMFs),and be concerned about the uncertainty of GM technology.Therefore,consumers need an effective communication environment of risks and benefits to help improve their cognition about GMFs and judgement.However,actually,information supply lacks of effectiveness,and information of GM presents such following characteristics as wide information sources,inconsistent information viewpoint,lack in scientific basis of information contents,and negative media environment.Ultimately,all these have confused consumers' cognition about GMFs and intensified consumers'concerns about the uncertainty of GM technology.When facing with something new,people are always trying to receive more information.Based on the view of Cognitive Response Theory,external information can make consumers to think actively.These thinking are in the form of accepting or denying the external information by initial internal processing,verifying by collecting more information,and spread.Then,in the era of information explosion,what kind of person are more susceptible to external information and what kind of information are more likely to change their attitude,and affect their willingness to verify and willingness to forward?To answer these questions,based on the route of recognizing of information attribute,internal information retrieval and judgement,external information retrieval,and information feedback,this paper theoretically and empirically studies how information attribute of GM affect consumers'attitudes change,willingness to verify;willingness to forward.This paper's contents and related conclusions are as follows:Content 1:The empirical study of information attribute of GM influencing the change of consumers' willingness to buy.The objective of this section is to analyze how information attribute of GM affect change of consumers' willingness to buy,based on the level of internal information retrieval and judgement.The study conducts empirical analysis on factors affect the change of willingness to buy based on urban consumers' survey data.The results show change of consumers' willingness to buy are affected by such factors as content uniformity,source expertise,source reliability and demographics(gender,education level,occupation,family with child or old man).Firstly,when information content is inconsistent with interviewees'original cognitive,they are more likely to change willingness to buy.What is more,compared with GM rice(there is more clear attitude,and the proportion of neutrality attitude is 22.75%),interviewees' willingness to buy of GM soybean oil(the proportion of neutrality attitude is 34.46%)are more vulnerable to the effects of inconformity.Secondly,with the increase in the degree of trust of the respondents trust,respondents are willing to buy GM soybean oil and the probability of genetically modified rice will continue to improve.In addition,the information content of the credibility of the problem does exist in nature,ignoring the issue of information dissemination of the main credibility of the variables of the problem,it will significantly underestimate the impact of changes in consumer willingness to buy genetically modified.The research also shows that the credibility of the information content is influenced by the credibility of the subject and the credibility of the information channel.Content 2:An empirical study on the influence of GM information on the willingness of consumers to search for information.The objective of this section is to analyze how information attribute of GM affect consumers' willingness to verify,based on the level of exteral information retrieval.The study conducts empirical analysis on factors affect willingness to verify based on urban consumers' survey data.The results show that the consumer external information search will mainly affected by the degree of consistency of information content,information content,information content and credibility to demographic characteristics(with children or elderly age,level of education and home)and other factors.First,in a realistic model,consumers can modify the cognitive and perceived risk by collecting GM information.When the content of the information received by the interviewees is inconsistent with the original cognition,it may cause the consumer to check the information received by the external search behavior.On the contrary information will help consumers to strengthen the original attitude.Secondly,with the increase of the degree of trust in the information content of the respondents,respondents to the external information search to verify the authenticity of the probability will continue to improve.In the environment of information dissemination environment,which is the information dissemination environment,the trust is used as a filter of information,and the information content is obtained.Third,compared with the positive information,the information content with negative attributes is more likely to promote consumers to search for information.The current domestic genetically modified information dissemination to negative information,and most of the information content of the lack of scientific proof,to stimulate the consumer's external search behavior,and then to test the information.Content 3:An empirical study on the impact of GM information attributes on consumer information dissemination.The objective of this section is to analyze how information attribute of GM affect consumers' willingness to forward,based on the level of information feedback.The study conducts empirical analysis on factors affect willingness to forward based on urban consumers' survey data.The results show that the consumer information dissemination will mainly by information utility,information content,information content consistency credibility and demographic characteristics(age,gender and occupation)and other factors.First,when the respondents perceived the usefulness of receiving information is stronger,the greater the willingness of respondents to spread the message.Effective information dissemination should help to improve consumers' awareness,perceived risks and benefits of GM technology and GM foods,and contribute to the improvement of consumer's ability to judge.Secondly,when the respondents received information content and original cognition consistent or inconsistent,respondents are more likely to spread information;third of respondents,with the content of information to improve the degree of trust,the probability of respondents are willing to disseminate information will also continue to improve.Based on the above,from the perspective of effective information to meet consumer demand and information of effective supply,the author puts forward policy suggestions as follows:first,the current domestic consumer awareness is generally low,the attitude is not clear and realistic problem of genetically modified organisms based on strengthening science propaganda,improve people of transgenic technology and genetically modified food cognition;second that bias effect of consumer information search behavior based on external information content of the conclusion,and strive to create a transgenic objective environment of public opinion;third,the information content of credibility on consumer behavior and consumer behavior based on information,and the information content of credibility by information subject and the channel reliability influence conclusion,standardize and strengthen the management of transgenic information release of main body expand the channels,strengthen the science. |
PDF Full Text Request