Study On The Effect Of The Media Reported On Consumers' Food Safety Perceivedrisk

The emergency of public health has a sudden, focusing characteristics, often by the media attention and through the media propaganda function to magnify the information, resulting in the region and even the whole society. In early 2013 in Shanghai, Anhui, Zhejiang and other places there have been a new type of H7N9 avian influenza virus infection caused by human deaths reported. The report appeared after caused extensive concern of the whole society, to the consumer perceived risk and China's poultry industry have a profound impact. In this study, from the perspective of time progression, the media reported the impact of H7N9 infection on food safety in different consumer groups.We through the form of questionnaire survey, a preliminary understanding of the part of consumers, Heyuan City, Guangdong Province in media reports in the avian infection before and after the event for poultry and poultry products perceived risk six dimensions to buy-- the influence of time risk, functional risk, physical risk, financial risk, social risk, psychological risk perception. And from the consumer's gender, age, education level, level of income and the other variables of affecting the food safety risk perception of what is the difference between different consumers to media reports in the avian infection of human events. Through the statistics of the questionnaire and analysis, we found that before and after media reports, consumers for the purchase of financial risk perception of poultry and poultry products is not strong, on time risk, functional risk perception more profound. The perception of physical risk in the media reported that before and after a lot of difference, the media reported that the consumer's perception of the body more strong, after the report will continue to have an impact on consumers. Individual characteristics of consumers on the risk perception of differences in the analysis, found that gender and age is an important factor affecting consumer perceived risk differences.Because in our study for different demographic variables of consumers and in media reports of food safety incidents before and after risk perception ability and the scope have corresponding changes, rational consumption of media reports to consumers have a positive or negative effect. Therefore, the face of food safety incidents, media, consumers and the relevant state agencies need to seek truth from facts, calmly and avoid of exaggerated propaganda, blindly listen to and treatment does not lead to timely consumer rights and interests by injury or suffer economic loss occurs. Consumers will need to improve the ability to identify the media information, reduce the negative impact of media reports on their own purchase activities.