CAJ | 학술논문

近年来食品安全事件的频繁发生，使得消费者对于食品安全问题的关注度与目俱增，而考虑到食品安全所带来的不利后果的严重性，消费者势必采取一些规避行为。文章设计了消费者规避行为调查问卷，数据结果表明：消费者在购买决策过程的五个阶段中都会采取规避行为；并且消费者在选择评估阶段的规避行为最强烈，在信息收集阶段的规避行为相对最弱。除实际购买阶段和购后评价阶段的规避行为没有显著差异之外，其他阶段的规避行为之间均存在显著差异。
근년래식품안전사건적빈번발생，사득소비자대우식품안전문제적관주도여목구증，이고필도식품안전소대래적불리후과적엄중성，소비자세필채취일사규피행위。문장설계료소비자규피행위조사문권，수거결과표명：소비자재구매결책과정적오개계단중도회채취규피행위；병차소비자재선택평고계단적규피행위최강렬，재신식수집계단적규피행위상대최약。제실제구매계단화구후평개계단적규피행위몰유현저차이지외，기타계단적규피행위지간균존재현저차이。
In recent years, food safety incidents are frequently reported and consumers take more concern on food safety problems. Considering the severity of the adverse result caused by food safety issues, it is certain that consumers will take some avoidance behaviors. This paper designed a consumer avoidance behavior questionnaire and the data shows that consumer would take evasion measures in all five stages of the purchasing decision process. Moreover, the avoidance behavior during the choice and assessment stage is the strongest of the other stages. However, it is relatively weak during the information collection stage. Except between actual purchase stage and post -purchase evaluation stage, the avoidance behaviors at the other stages have a significant difference.