CAJ | 학술논문

一般认为食品安全事件后伴随着消费者对问题食品购买的恢复,其风险感知逐步降低,然而事实并非如此.本文着眼于食品安全风险感知与恢复购买行为之间存在的不一致,以消费者的风险感知认知偏差和消费者决策慎重程度差异为基础建立了全文的分析框架.基于南京市消费者调查数据,运用Logit模型研究了影响风险感知与恢复购买行为不一致的因素,结果显示,消费者对三聚氰胺事件的了解程度、消费者政府信任水平、个人月收入以及受教育程度等因素对其风险感知与恢复购买行为不一致的可能性具有显著影响.
일반인위식품안전사건후반수착소비자대문제식품구매적회복,기풍험감지축보강저,연이사실병비여차.본문착안우식품안전풍험감지여회복구매행위지간존재적불일치,이소비자적풍험감지인지편차화소비자결책신중정도차이위기출건립료전문적분석광가.기우남경시소비자조사수거,운용Logit모형연구료영향풍험감지여회복구매행위불일치적인소,결과현시,소비자대삼취청알사건적료해정도、소비자정부신임수평、개인월수입이급수교육정도등인소대기풍험감지여회복구매행위불일치적가능성구유현저영향.
It is believed that consumer risk perception reduces along with the recovery of purchasing following afood safety incident. However,this is not true. This paper focused on the differences between consumer risk per-ception and recovery purchasing behavior,with our analysis framework based on risk perception cognitive bias andprudent degree in making decisions. We used consumer survey data collected in Nanjing to analyze factors cau-sing differences between them. The empirical results showed that the level of consumer understanding about mela-mine incident,the degree of consumer trust in government,personal monthly income,and the level of educationhave a significant effect on the differences between consumer risk perception and recovery purchasing behavior.