The Research Of Consumers' Behavior Based On Food Safety Risk Perception

With the rapid development of the national economy since reform and opening, the standard living of people has been a significant improvement in diet, great changes have taken place and the proportion of nutrient-based food is rising. Dairy products as a nutrient-rich natural foods, they become an essential family food. Moreover, China has entered a period of rapid development of dairy industry, from production, per capita consumption, industrial sales, profitability, industry growth rate of investment and many other indicators, dairy industry has become recognized as a fast-growing industry. Dairy variety, quantity and quality have also been greatly enhanced. However, consumer demand for dairy products, more and more dairy products have become increasingly important period, because they accompanied dairy quality and safety problems occur frequently, especially the 2008 outbreak of the melamine incident, deeply hurt people's nerves, in the minds of consumers has cast a dark shadow, so the safety of consumer dairy industry is full of concerns and uncertainties.In a context, the research of consumers'risk perception on the products to buy dairy products is significance.In this paper, with quality and safety of dairy products, the status quo,starting from the consumer's risk perception, risk perception and risk reduction factors affecting the strategic behavior was discussed, and how to build a food safety risk perception of the research model, make relevant assumptions. Research Methods positive law, through questionnaire design, questionnaire surveys and recovery, get relevant data, later SPSS15.0 and AMOS7.0 software processing and analysis, hypothesis verification, model fitting, to determine the product knowledge, roll income level and risk attitude can affect the consumer's risk perception as well as risk perception and risk reduction strategies related to the relationship.The following conclusions:(1)Consumers to buy milk when the perceived risk of major health risks, financial risk, performance risk and psychological risk in four dimensions, including perceived health risk is the greatest risk. (2) The more the consumer product knowledge, perceived health risks and performance risk,the smaller level of consumer involvement; the greater perceived risk, and different risk attitudes of consumers perceive a significant risk of differences in risk aversion type of consumer perceived risk than risk-takers should be more. (3)The risk perception and risk reduction strategies related to the relationship between the consumer perceptions to different risks, choice of risk reduction strategies will be different.With the field of risk perception, comparing some research results, the innovative of this reseach mainly reflected as follows:(1)This research of the theory of consumer risk perception applied to dairy products, for dairy products, risk perception and risk reduction strategies as a combination of research, the author in the literature have not seen. (2) Unlike many academics have frequently used the six dimensions, dairy products market, the consumer risk perception mainly reflected in four constitutive level, the results of this research further illustrates the risk perception of the six dimensions are not universal,but it is based on product-specific purposes.(3)Obtained the analysis of risk perception and risk-reduction behavior of a correlation,the different risk to consumers,the different choice of risk reduction strategies.