The Research On The Urbanite Consumer Behaviors Of Fresh-water Fish Based On Food Safety

As a kind of necessity of life, fresh-water fish is closely related to consumer's life and health. In recent years, with the increase of the consumption of fresh-water fish and the recurrent occurrence of endangered incidents of fresh-water fish, food safety of the fresh-water fish has already become an important problem among consumers, government at all levels, etc. That is why author chooses the fresh-water fish as the study object. From the point of view of the information search, taking the residents of Wuhan for example as the positive study, the paper makes theoretical analysis on some relevant problems.The main contents of the study are composed of the following parts:The first part is the introduction, which illustrates the background, the purpose, the significance and the research approach of the study, and briefly states the theoretical foundation and the definition of basic conceptions of the study. The basic consideration and method as well as the innovation of the study are also proposed in this part.The second part introduces the relevant literature summary. In this part, the origin of the study has been emphatically reviewed: the failure analysis of market in the market of food safety. The stands of this study are as follows: the study on the consumers' behavior about food safety; the relevant theories of risk cognition; the theory of consumer information search and its application in the field of food safety. Therefore, it establishes the theoretical foundation for setting up theory mode and positive analyses of the study.The third part introduces the research model and approach. On the basis of the literature summary in the second part with the combination of resident's consumption behavior pattern and cognition to fresh-water fish in Wuhan, this part puts forward the theoretical mode and hypothesis of information of fresh-water fish's food safety for urban residents and explains the questionnaire design, sample method and research approach.The fourth part is the positive analysis of information-searching behaviors in the consumption of fresh-water fish for the residents of Wuhan city. According to 400 effective questionnaires of the residents of Wuhan city about the consumption of fresh-water fish, it analyzes and explains the information-searching behaviors of urban residents. It also uses the describing statistical method to carry on the basic analysis of the urbanite's risk cognition and information-searching behaviors. On the basis of theory model set up in the third part, this part proposes the positive model suiting the real data. Then it utilizes two Logistic return models to analyze the influencing factors of non-linear...