Research On The Opinion Leaders Exist In Household Consumption Of Genetically Modified Foods

With the rapid growth of world population, the arable land is shrinking, to deal with this condition, transgenic technology was born and developed in a very rapid speed in the past several years. The GMF will sure be the main foodstuff for people in the future. In the chain of GMF consumption, a lot of sections will be involved in, such as GMF research and the supervising of the government departments, etc. But household consumption is the last and most important point, and in the process of household consumption on GMF, the opinion leaders exist in people's life play a special important role.That is why the writer chooses this issue as the topic of this research. The purpose of this research is to find the opinion leaders in the process of household consumption, and to sum up their characteristics, then work out the influence and function they have in GMF consumption, finally, the author is trying to raise some methods on how to cultivate the opinion leaders in household GMF consumption.Methods of questionnaires and interview are combined in doing this research, the purpose of which is to deeply investigate the opinion leaders exists in household GMF consumption. And the innovation of this research are going as these, on one hand, which could further the localization of the "two-step-flow communication" theory; on the other hand, which could also provide some good suggestions on promoting genetically modified food and the other high-tech products.Main conclusions could be got after a careful analysis on all the data, the first one is the opinion leaders really exists in the process of the household GMF consumption, and in different family, the opinion leader showed different characteristics; the second one is that comparing with the opinion leaders in the consumption of traditional foods, GMF consuming opinion leaders mainly exist in new kind of medium, such as the internet, and so on; the third one is that the GMF consuming opinion leaders are playing great part in impacting the consumers'attitude, complementing information about the GM technology and the trend of the public voices; the fourth one is that the opinion leaders themselves will be influenced by the members of family and media contact type and frequency, etc.