Research On Public's Food Safety Risk Perception And Feedback Behavior Based On The Use Of Social Media

With the "Healthy China" rising for a national strategy,food safety issues become the focus of public attention once again. As a platform for the exchange of risk information sharing, social media promoted the process of democratization,becoming a collection and distribution center to discuss a variety of unexpected events and hot topics.How to use social media affect public's food safety risk perception and feedback behavior is worthy of further studying.This research was based on the media use motivation theory and risk cognitive theory.And the study try to construct a model of social media's use and public risk perception, then the use of structural equation model was tested to reveal the social media era public risk perception and food safety behavior rules.Paper discusses the relationship between knowledge acquisition, negative emotions, self-efficacy, media trust, media use motivation and risk perception and public participation.The effectiveness of food safety risk perception for social media users and their feedback related to emotional appeal and behavior were discussed in order to find how the food safety risk information in social will affect different user's risk perception and behavior.Through research we found that, first, under the precondition of social media use,the study of risk perception should be particularly attention to the impact of their negative emotions. Negative sentiment on social media users food safety risk perception and feedback behavior showed a strong correlation effects.Second, the information motivation and social motivation have no direct effect on food safety risk perception and behavior.However,the social motivation affects the risk perception through the intermediary role of self-efficacy. Information motivation affects risk perception by negative emotions and self-efficacy.Furthermore, Information motivation affects feedback behavior through knowledge acquisition, negative emotions and media trust.Finally, we use a standardized parameter estimation results confirm that users on social media to discuss the topic of risk, the ability to understand their own food safety standards, to distinguish between fake and shoddy products knowledge and information for the publisher's credibility and other factors large, but the outcome is not clear.