The Effect Assessment Of Food Safety Risk Communication

As the audience communication is becoming more and more attention to food safety risk, the effect of risk communication also gradually become a concern. Risk communication effect is not only for food safety risk assessment results of an inspection, but also continuously improve risk the important basis of communication, improve the effect of communication. But, research on food safety risk communication effect evaluation is not much, in view of this, this paper will expand on this question.On the basis of literature research, put forward the food safety risk communication effect evaluation of evaluation subject, evaluation process and evaluation methods. Based on the food safety risk transmission and effect evaluation theory, reference to describe the basic idea of AISAS theory of consumer behavior model, evolution process of communication for food safety risk: Attention-Interest-Search-Action-Share. Basic food safety risk communication effect evaluation model is put forward, based on the information to the audience in the process of communication from receiving-understanding- the psychological process of action, qualitative describes the effect of food safety risk communication should include three aspects: content, risk information to reach the effect, risk information communication effect and action effect. Listed at the same time, further refinement of evaluation content, quantifiable indicators.In empirical research, government, industry, enterprise and the third party respectively as the evaluation main body, and give a certain weight, use of situational simulation of role playing on behalf of the three types of assessment to evaluate the effect of the main body of risk communication, then analyze the evaluation results, according to the specific scores, puts forward a number of strategies can improve the effect of food safety risk communication.