A Research Onthe Shared Mental Model Of Consumers' Perception Of Food Safety Risks

With the current food safety problems continuing outbreak in China,consumers' perceived risk also improve in a sustained way.But it's not conductive to social harmony no matter the consumers' food safety risk perception level was too low or too high,consumer's risk perception level was too low would provide opportunistic space for food companies,and the high consumers' risk perception level would often bring social psychological panic and food market turmoil.Each consumer is not isolated in society,it must live in the various forms of the groups,so the individual risk perception will be influenced by the group's mental.Therefore,there is certain significance for consumers' psychology and behavior research by exploring the shared mental model of consumers' perception of food safety risks.This study through the investigation of that different information sources of consumers' food safety how to impact on the food safety risk perception.According to the results,the main channel of consumer access to information and sharing knowledge is network.To reflect group concept,this study selected the Internet virtual community as the main platform to study on the shared mental model of consumers' perception of food safety risks.Based on a summarization on relevant research results of shared mental model,this paper proposes a new method to mine the shared mental model of consumers' perception of food safety risks by ID3 algorithm.To determine the confidence and support of the decision rules under the consumers' perceived risk model.To understand the structure of the perceived risk awareness,share index of consumer food safety risks' perception,describe the degree of sharing on the risk perception awareness,to adjust the consumers' perceived risks and risk behaviors.From the point of consumers' shared mental to reduce food safety risk perception level.And according to the results of the survey to explore the countermeasures of regulating consumers' risk perception level.The main contents and conclusions of the study are as follows:(1)The purpose and significance of this study have been described,aswell as the status of consumer food safety risk perception,consumers' behaviors and shared mental model at home andabroad has been introduced,reviewed and summarized,and then research contents,research methods and framework have been presented.(2)Firstly,the theoretical framework of consumers' behavior under the impact of food safety incidents has been introduced.According to the formation and development of the consumer mental model,the formation mechanism of consumers' food safety risk perception and shared mental model was introduced.Thenthe dimensions of food safety risk perception,the influence factors of consumers' food safety risk perception as well as shared mental model have been discussed,and the theoretical framework of this research is put forward.(3)According the existing research to analysis the impact of consumer food safety risk perception of information sources.Collecting relevant data from questionnaires survey,and using ID3 algorithm to deal the date,then getting the relevant information sources on the impact of risk perception,by "TV broadcast and network media" to obtain information which is the main source of consumers and the level of consumers' risk perception are lower.(4)Using the results obtained from the third chapter and basing on the waste oil event as an example,through the consumer groups in the virtual communities to carry out food safety risk perception questionnaire survey,establishing the shared mental model of consumers' perception of food safety risks,then usingthe ID3 algorithm to mine shared mental model.From the results,consumers' risk perception level is still high,and the shared indexes of consumers' information risk perception,Hazard risk perception,Enterprise risk perception,government risk perception and Industryrisk perception are both low.In which the higher shared indexes the lower consumers' information risk perception level.(5)Bycomprehensive analysis,that from the different perspectives to put forward the corresponding adjustment of consumer food safety risk perception.