Study On The Influence Mechanism Of Consumption Risk Perception Of Livestock And Poultry Products On Information Adoption Under Public Health Emergencies

With the expanding scope and increasing severity of major public health emergencies,a series of highly complex,vague,and uncertain social risks have been triggered.On the one hand,this risk has caused significant impacts on global economic development,such as price fluctuations of livestock and poultry products,supply chain damage,and consumption decline.On the other hand,it has posed a serious threat to food safety,public health,and even national security and stability.Livestock and poultry products are an important component of global agricultural products and an important pillar of the national economy;It is also the main source of protein in people’s lives,and is the most important animal food for humans.In recent years,under the impact of sudden public events,the level of public perception of risks in livestock and poultry product consumption has increased,leading to some irrational consumption behaviors,causing shocks in the livestock and poultry product consumption market.In this context,in order to alleviate the negative impact of the livestock and poultry product consumption market on economic and social stability,it is very important to understand the underlying reasons behind the irrational consumption behavior of livestock and poultry product consumers.Currently,many studies have focused on the impact of public health emergencies on consumer behavior of livestock and poultry products.However,existing studies mainly focus on consumer demand and behavior.However,consumer behavior is only an explicit behavior,which is the result of decision-making.The process of consumer behavior decisionmaking is essentially a process of cognitive processing and information adoption of relevant information.Existing research mainly focuses on consumer adoption of product information and product evaluation information,while few literature focuses on the mechanism of the impact of consumer risk perception on information adoption.This article takes consumer risk perception of livestock and poultry products as the starting point,and conducts in-depth research around the scientific issue of the impact mechanism of consumer risk perception of livestock and poultry products on information adoption in the context of public health emergencies,in order to analyze the internal mechanism process of risk perception affecting consumer behavior,in order to improve Chinese government and enterprises’ information adoption behavior in the context of public health emergencies by relying on consumer risk perception of livestock and poultry products,It provides scientific guidance for livestock and poultry product information services,consumption patterns,and economic development.Therefore,based on a systematic review of relevant literature on public health emergencies,risk perception,information adoption,and the impact of risk perception on information adoption at home and abroad,this study takes public health emergencies as a scenario,guided by risk perception theory,information adoption theory,stimulation organism response theory(SOR),and compensation control theory,and analyzes the factors that affect risk perception and information adoption,Select important variables,construct a theoretical model of the impact mechanism of risk perception on information adoption in a segmented dimension,propose research hypotheses,and conduct empirical research to explain the impact mechanism of risk perception on information adoption.This study mainly carried out the following aspects of work:(1)Research on risk perception and information adoption of livestock and poultry products consumption.First of all,on the basis of combing the relevant researches on risk perception and information adoption at home and abroad,this chapter fully draws on the mature experience of domestic and foreign literatures on the selection of influencing factors of risk perception and information adoption,respectively selects 31 influencing factors related to risk perception and 25 influencing factors related to information adoption,and constructs the measurement scale of influencing factors of risk perception and information adoption.Lasso regression,Ridge regression and Elastic Net regression were used to analyze the correlation of influencing factors and select the important ones.Then,three machine learning methods,namely decision tree(DT),gradient lifting decision tree(GBDT)and Random forest(RF),were used to rank the importance of relevant influencing factors.The main conclusions are as follows: 1)In public health emergencies,cognitive judgment,fear,controllability,personal emotion and severity are the most important factors affecting risk perception,and their importance decreases successively.2)Under public health emergencies,perceived contingency,information usefulness,perceived diagnosis,platform value cognition and platform information quality information adoption are the most important factors,and their importance decreases in turn.(2)Research on the mechanism of the impact of livestock and poultry product consumption risk perception on information adoption.Firstly,a theoretical model of the mechanism of risk perception’s impact on information adoption is constructed based on the stimulation organism response theory and compensatory control theory.Research hypotheses are proposed.Firstly,R software is used to conduct a holistic analysis,conduct a path test of direct effects,clarify the impact relationship between various variables,and explain the role of risk perception in information adoption.Then,the mediating effect test is conducted on the path of "risk perception->consumer willingness->information adoption behavior" to further hint at the impact mechanism of risk perception on information adoption behavior.The main research conclusions are as follows: 1)Online consumer willingness has a complete mediating effect in the interaction between risk perception and online consumer information adoption behavior.2)Offline consumption willingness has a complete mediating effect in the interaction between risk perception and offline consumption information adoption behavior.3)Online and offline interactive consumption willingness has a partial mediating effect in the interactive adoption of online and offline consumption information(3)In terms of heterogeneity in the impact of livestock and poultry product consumption risk perception on information adoptionConsumption risk perception of livestock and poultry products Firstly,based on the previous three studies,this article uses the analysis package of R software to conduct structural equation analysis of the path,and uses the Bayesian mixed effect model and complex network analysis method to conduct a heterogeneity analysis of the impact of public health emergencies on risk perception and information adoption,thereby further mining deeper research results.The main conclusions are as follows:1)Gender,education level,and online and offline consumption propensity have a certain heterogeneity impact on online and offline consumption willingness,as well as online and offline interactive consumption willingness;2)Women are more cognizant of offline consumption,while men are more cognizant of online consumption.Men are more cognizant of the importance of service quality than women,indicating that there are differences in the influencing factors that men and women pay attention to.