The Research Of Fators Affecting Public Opinion Guidance In Food Safety Crisis

Currently food safety crisis in our country has been at a peak. Media andsocial public pay high attention to food safety crisis and come up with moreserious challenges about the management of food safety crisis of government.But at present, the existing research in combination with the characteristics offood safety crisis, analyzing the influence factors of the public opinion guidanceby adopting quantitative method from the perspective is still in the blank. Inview of this, this article attempts from the empirical study, using factor analysis,regression analysis and other methods to analyze the influence factors ofgovernment’s public opinion guidance in food safety crisis, in order tounderstand which factors affect the public opinion guidance effect ofgovernment in food safety crisis, and investigate these factors on the publicopinion guidance effect, to provide the basis for the government to improve theability of public opinion guidance in food safety crisis.This research is including three stages:First, from the characteristics of food safety crisis, according to theInformation Spreading "5W" Theory and the Crisis Communication" three T"Principle as well as the Multi-central Theory, on the basis of domestic scholars’related research achievements, this research sets up the influence factors’ dimension structure of the governmental public opinion guidance in food safetycrisis. Through the literature retrieval, open questionnaire survey and halfstructural survey, the research works out the questionnaire of27-item with thegovernmental public opinion guidance effect factors in food safety crisis, anddevelops questionnaire survey to the citizens of J area in Shanghai asrespondents and receives291pieces of valid questionnaires.Second, on the basis of the item distinguish degree analysis and thefeasibility test for factor analysis, to SPSS19.0as a tool, exploratory factoranalysis is applied to extract four influence factors from multiple variables,which are including information source credibility, coping skills, content ofcommunication as well as media channels. Through reliability and validityanalysis, it shows that the reliability and structural validity, content validity ofthe questionnaire are all very good. The study on the influence degree of thefour factors affecting the public opinion guidance effect for government in foodsafety crisis, based on the four influence factors as independent variables, theoverall effect of public opinion guidance as the dependent variable, based onthe correlation analysis among variables, the stepwise regression method isapplied to establish the regression equation. The results show that the fourfactors are entered into the regression equation through the test of significance,according to the degree of influence from large to small sort, respectively,coping skills, source credibility, content of communication, media channels.Based on the results of factor analysis and regression analysis, this study isrespectively on the four factors including specific targets for further analysisand research, and building the influence factor model of government’s publicopinion guidance effect in food safety crisis.Third, based on the conclusion of factor analysis and regression analysis,through comparative analysis of domestic and foreign government’s presentsituation and strategy of the public opinion guidance in food safety crisis, ideas of the public opinion guidance in food safety crisis are put forward for ourcountry government.