Consumers' Trust In Micro-blog Food Safety Information

With the acceleration of China's economic development and the continuous transformation and upgrading of the food industry,a series of food safety problems arise.Obviously,effective prevention and tracing of food safety problems to meet the needs of modern development,the traditional food safety supervision mode is no longer suitable.At present,as one of the most important online media in public life exchange,micro-blog improves the accuracy and credibility of information,and helps to disseminate the correct knowledge of food safety to consumers and avoid the production and development of food safety events.Therefore,it is very important to study the factors that affect the credibility of food safety information on micro-blog.After reading a lot of literature in face-to-face interviews,this study summed up the main types of micro-blog food safety information: Text release,video release,and photo release.The way of publication is mainly through authority,authenticating users and parties.The communication has the immediacy,the universality and the randomness.After the review of the theory and the analysis of the characteristics of micro-blog information,the construction of the model is carried out,and five major factors are summarized: Media dependence,demography,subjective trust,type of information source,and micro-blog expectation.This article adopts the questionnaire survey method,Based on 475 questionnaires about "consumer trust degree of micro-blog food safety information",descriptive statistics analysis and two yuan logistic regression analysis were carried out on the collected questionnaires data,and finally,the main influencing factors that affect consumers' trust in micro-blog food safety information were concluded: "Sex","micro-blog's own function","trust with the disseminator","information source characteristics" and "micro-blog's own supervision and dissemination".At the same time,in view of the main influencing factors,this paper puts forward some suggestions on how to improve the reliability of micro-blog food safety information: Improve micro-blog's own function and supervision,Create government micro-blog public number,correctly use media authentication user influence,strengthen consumer food safety knowledge education and micro-blog cognition.