Study On The Influencing Factors Of Food Safety Public Opinion Evolution Based On Evolutionary Game Theory

Through long-term monitoring network public opinion, we found that food safety incident has been in the teeth of the storm of public opinion. There has been a significant "get together" phenomenon in China’s food safety incidents, that is the influence of last wave has not yet cleared and the shock of next wave followed. The frequent occur of food safety incidents and can’t get cured, the confidence of the public to government departments and related industries to solve the problem and easy to cause the public to form synchronic tendency of emotion, that once breaking out consequences could be disastrous. Now the study about food safety network public opinion evolution has been attracting the attention of many scholars and has also made some achievements. This paper studied the influencing factors of food safety network public opinion evolution from three aspects of the media, Internet users and the core enterprise, aims to comprehensive analyze the evolution path and dynamic mechanism of food safety network public opinion and explore effective strategies of guiding and controlling food safety network of public opinion. In this paper, the research content mainly divided into the following several aspects:(1)The research of media effect factors in food safety network public opinion evolution. We have analyzed the influence of media coverage to food safety network public opinion evolution and build an evolutionary game model between the mainstream media based on the authenticity and accuracy of media reports. Through the evolution analysis and simulation analysis of media strategy choice, we discussed the influence of Media’s initial reported strategy choice probability and Media reports false degree to food safety network public opinion evolution.(2)The research of netizens effect factors in food safety network public opinion evolution. Fully consider the active degree of Internet users and the difference of posting quantity and quality, netizens have been classified. By building an evolutionary game model between the different types of Internet users, we analyzed the strategy selection evolution process of Internet users, and focus discussed the influence of penalties change, the expected return under different strategies choose and the initial strategy choice number of Internet users groups and opinion leaders to food safety network public opinion evolution.(3)The research of core enterprise effect factors in food safety network public opinion evolution. From the structure of food supply chain, we analyze stakeholder and the core enterprise in food supply chain. Take the core enterprise in food supply chain for example, we analyze whether the core enterprise will choose actively do a disclosure of food quality and safety information to reduce information asymmetry in food supply chain when it face the possibility of food safety network of public opinion may be a devastating disaster to the food supply chain. Through constructing evolutionary game model between the core enterprises, we discussed the evolution stability under the change of disclosure earnings and disclosure cost and the evolution rule of food safety network of public opinion when disclosure earnings higher than disclosure cost, the relationship of disclosure earnings and disclosure cost uncertainty, and disclosure earnings lower than disclosure cost.