The Study About The Behavior And Affecting Factors Of Netizen In Food Safety Internet Public Sentiment

Under the background of era that the food safety incidents occurred frequently and the popularization of network application, the food safety internet public sentiment is formed.However the internet public sentiment of food safety is a double-edged sword, when it becomes an important platform for public to participant the supervision of food safety and guide the food industry to the positive direction, promoting China’s food export trade, it’s negative effect is highlighted increasingly. It not only causes the public panic of food safety,but also affects the stability of the food market, brings new challenges to China’s food trade.Netizen as the crucial factor in generation and extinction of network public sentiment,therefore, it has an important practical implication to conduct an in-depth study for the behavior of netizen.Based on the national survey data about food safety internet public sentiment that Food Safety Research Base of Jiangsu Province conducted, the paper regards the behavior of netizen in food safety internet public sentiment as the research object, analysis their behavior and basic characteristics. The result shows that they have a high willingness to participate the discussion in food safety internet public sentiment; But it presents a rational state in the process of participation relatively, prones to follow the trend blindly and spreads the unconfirmed rumors of food safety information when affected by other factors actively; At the same time, their behavior is easy to appear the group polarization phenomenon.On the basis of field survey and literature review, the paper takes processing netizen,media, government and enterprise into an analytical system, proposes a hypothesis about set of factors which influence the behavior of netizen in food safety internet public sentiment. At the same time the thesis combines the fuzzy set theory and decision-making experiment analysis method into quantifying the relationship between factors and identifying the key factors. Research shows that the relationship among factors which affect the behavior of netizen in food safety internet public sentiment is complex. Government’s behavior, media’s behavior, other netizens’ behavior, network promoters’ behavior, opinion leaders’ behavior, as well as the degree of netizen concerns on event and the enterprises’ behavior are the topmost seven factors. Their D+R are 7.3066, 7.0477, 6.9569, 6.8054, 6.7669, 6.5948 and 6.5394 respectively, they are seven most critical factors that influence the behavior of netizen in food safety internet public sentiment; The behavior of government has D-R values greater than 0, it plays an important driving role in the system; Media’s behavior, other netizens’ behavior,network promoters’ behavior, opinion leaders’ behavior, as well as the degree of netizen concerns on event and enterprises’ behavior have D-R values below 0, they can be easilyaffected by other factors in system.In recognition of the main factors that affect the behavior of netizen in food safety internet public sentiment, the paper combines with the event of pesticide residues about grape wine of CHANGYU, uses the software Vensim of System Dynamics to simulate the mechanism and degree that the factors affect the behavior of netizen. The result shows that the behavior of netizen is result of many factors’ joint action, according to the role of main points,it’s mainly affected by the force of netizen, media, government, enterprise as well as the event itself force. In the simulation, the emotion of netizens, the influence rate of media, the openness degree about government’ information, the openness degree about enterprise’s information, the harmful degree of the event itself have the greatest influence to the group polarization behavior of netizens, other factors also have different degrees’ impact on the group polarization behavior of netizens in food safety Internet public sentiment.This research on behavior of netizen in food safety internet public sentiment is from point to whole to point, from concrete to abstract to concrete, analyzes the mechanism and degree that the factors affect the behavior of netizen in food safety internet public sentiment quantitatively, clarifies the interrelationship among the factors. It provides a theoretical basis for relevant departments to targeted guide the behavior of netizen in food safety internet public sentiment.