Research On The Model Of Consumers' Food Safety Risk Perception

Food plays a more important role in people's daily life,which is the material basis of all social activities.However,due to the existence of various factors,food safety incidents continue to occuring,on the one hand,it has a bad effect on the consumers' confidence in food safety,which exacerbated the anxiety and fear sense of food safety,and then risk perception level of food safety continue to increaseing;on the other hand,it hinders the sustainable development of food industry to some extent,affects the country's economic order,which has brought enormous pressure.Therefore,food safety issues are increasingly subject to the attention of relevant government departments,scholars,consumers and other interest groups.To further strengthen the study of food safety related issues has a very important significance.This paper conducts research by means of theory and practice research methods,and uses several models to study the related contents of consumer food safety risks perception in depth.The main research contents are as follows:Firstly,with the help of the related theory of consumer food safety risks perception,and the analysis of the actual situation,the paper builds a theoretical model of consumer food safety risks perception,and analyses the related effects which could influent the levels of consumer food safety risks perception in the terms of theoretical viewpoints,and divides the dimensions of risks perception scientifically.Secondly,in order to explore the specific relationship between the influencing factors and the risks perception,this paper established the model of factors influencing of customers' food safety risks perception,and design corresponding questionnaire,using structural equationmodel and some statistical software such as SPSS and AMOS20.0,scientific processing of the data which obtained from the questionnaire,and the related results are analyzed in detail.Thirdly,in order to measure the level ofconsumers' food safety risk perceptionand to study consumers' purchase decision-making process,this paper establishes the measurement model of consumer food safety risk perception based on the theory of consumer decision making and the relevant knowledge,by selecting 10 representative food safety incidents,this paper measures the risk acceptable level of consumer food safety risk,and then compares the consumer perceived risks level and the acceptable level of its food safety risks,thereby we can analyze the decision process in detail while consumers buy food,therefore,it can help us to understand consumers' food purchase behavior in detail to some extent.Finally,according to the relevant research findings,this paper put forward some suggestions to reduce the level of consumer food safety risk perception,would like to provide consumers with healthier and better environment.