Research On The Quality And Safety Risk Perception And Avoidance Behavior Of Consumers Imported Food Online Shopping In Shanghai

With the acceleration of China's social and economic development,along with the quickening pace of city life,office workers with considerable spending power have little time to go to the farmers market or supermarket to buy the necessary food in life.This determines the good market prospects of China's food online shopping is without doubt.At the same time,with its good quality,fresh taste,exquisite packaging and other advantages,imported food has been welcomed by Chinese consumers.In recent years,with the continue rise of Chinese imports of food sales,I believe in the near future,the consumption of imported food through online shopping will become one part of Chinese consumers' daily life.However,due to the virtual nature of the network,concealment and lack of legislation and many other factors,coupled with the complexity of online shopping imported food from production to supply.This situation has brought many problems to the quality and safety of supervision above imported food online shopping.Therefore,from the consumer level,it is of great significance to study the consumer awareness of the safety risks of online shopping imported food and the analysis of consumer risk aversion.The purpose of this paper is based on the good momentum of China's online shopping imported food development,to analyse safety risk perception and risk aversion behavior of imported food online shopping by consumers.Based on the analysis of the present situation and existing problems of the imported food online shopping in china,this paper focuses on the analysis of the influencing factors of Chinese consumers' perception of online imported food shopping safety risk from two aspects: social psychological factors and demographic variables.Then,based on the above conclusions,the paper puts forward some suggestions on the supervision and management of online imported food.The significance of the study is that this paper is based on the current consumer trends,investigate and analyze Chinese consumers' risk perception and risk aversion behavior.This study will enrich and improve the existing research framework of online shopping consumer behavior,and supply the reseach about online shopping behavior of imported food.The research mainly includes the following two parts:The first part of the study used the method of principal component analysis and multiple regression model,to quantitatively analyze the effect of psychosocial factors on consumer online shopping of imported food safety risk perception,and to explore the influence of demographic variables on consumer safety cognition through single factor analysis of variance.It can be concluded that the main psychological factors that affect these cognitions can be divided into five factors: product attraction,quality assurance,after service,transportation support,and purchase experience.From theperspective of the significance level,the transportation support factor and the purchase experience factor have significant influence on the consumers' risk perception in 3 aspects: "time","performance" and "psychology".Combined with the actual,outstanding transportation security can indeed greatly alleviate the lack of freshness,goods return time-consuming problem,also can as soon as possible to allow consumers to access to physical and relieve psychological anxiety.And good shopping experience can directly determine the subsequent purchase behavior of consumers.It shows that the results of this paper are consistent with the actual situation.According to the analysis of demographic variables,it is concluded that age,urban and rural population and education level have significant effects on the three risks.The differences in age and consumers in time and psychological aspects of risk perception was negatively related to risk perception and performance was positively related,which is consistent with the reality,the elderly slower pace of life,psychological ability,pay more attention to the quality of goods.There was a positive correlation between education level and three risk perception,and the mean value was significantly increased with the increase of the number of years of education,which showed that the higher the level of consumer education,the more likely to be fully aware of the risks.The second part,by collation of factors,obtains the coefficient matrix,for each risk aversion factor calculated mean and ranking,according to consumer preferences in descending order are: information collection,decision making,demand generation,post purchase feedback.This shows that consumers are most likely to improve information gathering in advance,there will be a minimum risk.When making consumption decisions,the use of prudent decision-making,but also consumers prefer to avoid the risk sharing means.To reduce consumption needs and purchase measures to the relevant departments after the feedback of this remedy is a means to avoid risks,consumers finally chose to take.Through the analysis of the characteristics of consumer groups,we found that young people,highly educated people and higher income groups in the information collection stage performance are more prominent.The causes maybe that these people are generally more open thinking,the ability to collect information is relatively stronger,and these people generally have a higher demand for lifestyle such as online shopping.Therefore,the import of food electricity providers can focus on the development of the market for these groups.In addition,after the purchase of online shopping to avoid the risk of food imports have been ignored by many people,and most people tend to buy the preparation stage and the purchase decision-making stage of risk aversion.Such behavior to some extent avoid the risk of online shopping imported food from the source,but also reflects the contempt of the rights of consumers in china.We should try to make consumers aware of the good after-sales service commitment to the role of risk aversion.