Based on the relevant literature,this study constructs a research model of food safety risk perception on consumer behavior and puts forward corresponding research hypotheses by using online questionnaires to collect data,Pearson correlation analysis and structural equation model to conduct empirical research in order to explore the impact of food safety risk perception on consumers'consumption behavior when purchasing fresh products on community group buying platforms.The results show that the degree of involvement and risk attitude have a significant positive effect on consumers'food safety risk perception.Consumers'risk perception has a significant positive impact on risk reduction behaviors,and consumers will also take different response measures according to the perceived food safety risks.
关键词
社区团购/食品安全/风险感知/消费者行为
Key words
community group buying/food safety/risk perception/consumer behavior
万方数据